[kictanet] Disturbing Advert or appropriate local content?
alice at apc.org
Fri Mar 20 11:38:17 EAT 2009
I guess within the scramble for customers this is one example.
This is a complex issue and people are likely to respond differently to
this kind of content( indeed content generally). And it also depends on
whether it is on television or radio, in a cinema film, on the Internet,
in the press etc. So while you may find it offensive, I may find it very
informative and educative.
So what harm is this advert likely to cause our youth against any
benefits? difficult to know/measure and again quite complex. So
important to balance "harm and offence".
Re: complaints process etc both institutions are responsible at various
(Views expressed are personal and not a reflection of any of the
institutions I am affiliated with)
John Walubengo wrote:
> By the way Alice, your post reminds me...there's this little Advert running on FM Radio stations about "the emergency pill". I must confess that I personally find it disturbing - particular when put in the context of our listening youth.
> I have a whole thesis on why it should be pulled off air and just wondering where to submit the same. Is it to CCK or Media Council? Either way, could someone share the email contact for receiving customer complaints against Media?
> --- On Thu, 3/19/09, alice <alice at apc.org> wrote:
>> From: alice <alice at apc.org>
>> Subject: [kictanet] African media fragmentation piles the pressure on radio and TV stations as they scramble for audiences
>> To: jwalu at yahoo.com
>> Cc: "KICTAnet ICT Policy Discussions" <kictanet at lists.kictanet.or.ke>
>> Date: Thursday, March 19, 2009, 10:12 PM
>> (From Balancing Act)
>> African media fragmentation piles the pressure on radio and
>> TV stations as they scramble for audiences
>> Once upon a time everyone knew what television and radio
>> were and they played a key role in people’s lives.
>> Particularly for urban Africans they were the soundtrack to
>> life, the sports match in the bar and the common
>> conversations about television programmes. Nowadays in the
>> more liberalised of African countries there are more
>> television and radio stations than you can remember the
>> names of and for the smaller group of the more well-off,
>> there are pay TV channels, time-shifting and DVDs. And all
>> that’s before you take into account SMS information
>> services and the Internet which are eating away at the edges
>> of the audiences. Russell Southwood looks at the
>> Dakar will shortly have 7 television stations, not
>> including the three Pay-TV channels you can get if you can
>> afford them or can pirate a service. Lagos has 13 television
>> stations and perhaps three main Pay-TV channels. Kinshasa
>> has over 40 television stations, many of which simply show
>> pirated television content. In this circumstance, no channel
>> will get more than 20-30% of audience share on a regular
>> Pay-TV may seem a very modest presence in most countries
>> but because it is widely watched in public places, it
>> audience reach is understated by its subscriber numbers.
>> Furthermore, piracy means that a large number of additional
>> subscribers (sometimes double the number) are watching
>> without paying for content.
>> Vernacular radio has exploded and the number of radio
>> stations is exponentially larger than for television
>> stations as many of them are much more local. Uganda has 150
>> stations and Kenya over 90. But whilst radio might have a
>> wider and deeper audience reach than television, the
>> fragmentation makes it difficult for advertisers to reach
>> their audiences.
>> The standard broadcasting formats that seemed to serve so
>> well in less competitive times are now being taken apart and
>> put back together by the viewers and listeners themselves.
>> Legitimate and pirated DVDs provide a steady stream of
>> relatively cheap entertainment, particularly of films.
>> Recent releases may command a better price but three
>> relatively old action action movies (Bruce Lee, Stephen
>> Seagal, that kind of thing) can be bought for around US$2.
>> PVRs, streaming and catch-up downloads will all become a
>> reality as part of the dividend of cheaper bandwidth in
>> Middle class Africans are using a growing array of devices.
>> Laptop use is growing as sales of this kind of computer
>> begin to equal those of desktop PCs. High-end smart phones
>> like Blackberries and iPhones are increasingly visible. One
>> African carrier has 800,000 high-end phones on its network.
>> These devices are not just for doing work or making phone
>> calls. They have become media in their own right. Recent
>> surveys show that in North Africa 3-7% of the population
>> cited SMS as one of their most used daily information
>> sources. Likewise the Internet is set to have a much greater
>> impact with the spread of broadband subscriptions.
>> According to Alexa.com, Facebook and You Tube are already
>> amongst the Top 10 sites in the African countries that it
>> analyses. Again based on survey work, between 1-8% of the
>> population used the Internet daily across a range of very
>> different countries. With cheaper international bandwidth,
>> these figures will increase slowly but surely. Mobile
>> Internet will become cheaper and play an increasingly large
>> role in people’s lives.
>> Current ad spend on the Internet and SMS is tiny but ad
>> money will migrate as it gets larger. This is money that
>> will most likely be lost to newspapers which seem the most
>> vulnerable as the media landscape’s tectonic plates begin
>> to shift.
>> So what can the African broadcaster do faced with all of
>> this? There are two ways to stay in the game: by using new
>> media to extend the appeal of interesting content across all
>> platforms and by stealing new media’s best ideas and using
>> them to survive. Unfortunately too few TV stations have
>> invested in convincingly local TV content that might well
>> provide the adhesive that would keep viewers eyeballs glued
>> to the their channel.
>> This article is a summary of a more detailed analysis in
>> the recently published African Film and TV Yearbook. A list
>> of contents can be found by clicking on the following link:
>> The second part of the Yearbook contains a full listing of
>> African film and television companies broken down by country
>> as well as a section with useful international addresses for
>> anyone in the sector in Africa. There is also two specially
>> focused listings: one looks at Film Location Agencies and
>> Screen Commissions across the continent and the other lists
>> companies and education institutions providing film and
>> television training.
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