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Understanding the commercial

implications of multi-screens for content

owners and broadcasters.

Gordon Greaves, Joint MD, TVPC Media on an article called ‘TV in Africa” “No-one can say with any certainty what the outcome of this digital revolution will be. The only thing media experts and analysts can agreeon, is that we are on the cusp of a wave of change that has already begun to surge through the industry.TV over the Internet has gathered momentum much quicker than anticipated, and is now the biggest disruptor in global media content-creation, broadcast and distribution. The market is evolving so rapidly that content-producers, broadcasters and advertisers are struggling to keep pace. Rules are being re-written so fast, the rulebook itself is becoming redundant. So, how to get direction in a sea of change? A key point of departure is that Internet TV is a very different animal to broadcast TV. First, Internet TV is platform-independent, so while you can watch it on a TV screen, you can also choose to watch it on your smart phone, tablet or PC. Second, in addition to live broadcast, you also get to choose when you want to see stuff. Missed the sports headlines from half an hour ago? No problem, just stream the highlights to your smartphone and watch the story in the taxi

Examples of Multi screens; Smartphones, Tablets, TVs, Computers,

Overall Impact: • Ability to do simultaneous things on different devices- ( watching a show on TV & giving reviews on phone via social media platforms. Also the ability to send or “throw” content between devices- phone to TV. •  Thus a higher consumer oriented society to keep up with constant upgrades and available gadgets- also a higher penetration of smart phones- smart TVs etc. •  Hardware creators can/have become content providers e.g Samsung. ( this is possible through products with space- hard drives, memory cards, cloud based applications/products) • Diversity of products/features via applications offered now- from • Health, gaming, education. lifestyle portals via all.

Methods of Delivery:  Podcasts, Replays, VOD, LIVE feeds/streams, Catch up.

BROADCASTER IMPACT: • Broadcasters have spent more money in order to stay relevant on all platforms-by taking up the cost of infrastructure and so forth. • Niche content provision- genres previously ignored by Traditional TV such as Documentaries, short films, lifestyle content, social experiments and so forth. • VOD services roll out subject to review of potential customers, cost of infrastructure and cost of content • Diversification of marketing methods- higher tendency toward digital marketing. This affects rate cards as calculation of “airtime” will change. Innovation is key.) • Competition among Broadcasters will become higher as audiences will have multiple channels to get what they need when they need it as opposed to appointment viewing or having to do research. For years we relied on TV, radio and Newspapers. • Consumer feedback is higher as it taps into previously marginalized customers- eg social media platforms. (Multi screen users are often willing to give personal information thus allow data collection. )

CONTENT OWNER IMPACT: •  Content Creators will need to directly engage government institutions to offer tax reliefs, content creation grants, and other incentives. Governments must be held directly liable to create an agreeable atmosphere for all businesses. • Online platforms will allow content to get more eyeballs as opposed to waiting for TV broadcasts • Promotion avenues have widened and thus facilitate for wider reach via compressed trailers that can be sent through methods like banners, whatsapp, Telegram, Youtube, • Niche content distribution - genres previously unpromoted by traditional TV such as Documentaries, short films • Feedback on created content will be quick/ even allow for interaction. • Advertisers/sponsors will be able to creatively market content in relevant content thus increasing revenue streams and effective product marketing. • Cost of content will become relative to each broadcaster depending on what their niche is. The expected projection is widely assumed that cost of content will go down which is unfortunate for content creators. By extension content creators must go above and beyond their comfort zones to engage potential sponsors and offer • Creative content creation modes that are cost effective without compromising on quality ( Creators who use mobile phones with filters to create clips, vlog)

NB: All stake holders involved in Multi screen delivery MUST PRO-ACTIVELY address privacy concerns and always protect consumer data in a time where digital footprints are near impossible to erase. Current Example ASHLEY MADISON SAGA – Criminals have already engaged in online scams by claiming to provide access to the leaked websites. Details of more than 33m accounts were stolen from the website, which offers users the chance to have an affair. Police confirmed that credit card data was part of the original data dump. This hack is one of the largest data breaches in the world.

PLAYERS TO WATCH IN AFRICA: • DStv/Multichoice, • Canal+ • IROKO • Vivendi, • Safaricom, • Eutelsat, • Viasat, • Wananchi Group, • Virgin Media, • Star TIMES, • Vodacom, • BSkyB UK

 Laurence  Coldico.  Research  Manager  Informa  Telecoms  &  Media      “Central  to  this  is  a  whole  new  focus  day  of  content,  looking  at  the  Mul8pla:orm  opportunity,  that  Mul8screen  entertainment  can  bring  to  innovators.  Global  innovators  from  the  OTT  and  Social  TV  ecosystems  will  be  bringing  their  knowledge  to  Africa  to  discuss  the  future  mone8zing  opportuni8es  of  mul8screen  entertainment.  Within  the  main  agenda,  there  will  be  even  more  Local  Content  Case  Studies,  looking  at  “on  the  ground”  stories  of  success  in  the  digital  switchover.  This  will  be  mixed  with  major  landmark  presenta8ons  from  interna8onal  thought  leaders  discussing  the  role  of  their  global  broadcast  brands  in  Africa.”