Ajala TV discop4 Nigeria panel__2010

The Nigerian audience of one:
Do you speak their language? -
-A literature review of studies on media
consumption patterns of Nigerian television
viewers
DISCOP 4 Nairobi: Country Focus Session: Nigeria

OSHOLOWU A. G.* ANIFOWOSHE A. ADETIMEHIN G
Ajala TV Network Intellectual Property Unit

Àjàlá© All rights reserved 2009

tv
A premium lifestyle
channel with travel and
tourism related content.


Co-founder and CEO of The Ajala Travel Company
The Ajala TV Network was recently recognized in February 2010 by
Africa Investor Magazine as one of the 10 promising bankable tourism
projects in Africa.

Launch in Nigeria the
fastest growing Pay-TV
region in Africa in June
2011.


Our team
Ajala TV Network R&D Led by - Folarin
Anifowoshe
Has over 4 years experience working in the
Media and Pay TV industries in India.
• Work with RPG India, Owners of Saregama:
The leading media company in India with the
largest home video and movie archive with
business spanning pay- TV, television, retail and
digital distribution of music and home videos.
• Associate with consulting arm of TATA owners
of TATA Sky; a leading DTH provider in India

HE LED RESEARCH ON THIS STUDY


Introduction
For the African television and media
industry in Africa to reap the
demographic dividends in the over
55 million television reported
viewers on the continent, it is
evident that the rules of
programming must change to meet
the needs the African television
viewer.


The Nigerian Audience of One

A recent report by Bain and Co, the
global consulting firm, stated that
there is a global shift from
appealing to the broadest possible
audience to striking a chord with a
particular audience group: the
Audience of one.


The Audience of One

It has also been documented that
pay TV viewers in Africa are driven
by 3 major types of content: Sports,
Local content and Niche
programming. Content on television
networks must be targeted at the
African viewer demographic.


There is room for improving the
content strategies of broadcasters In
Nigeria and the rest of Africa by
focusing on delivering content that
appeals to the local African viewer.


Nigerian TV: The opportunity
• Opportunity: The Nigerian cellular (mobile phone)
industry (a good proxy) -Total of 75 million
subscriber mobile subscribers-Growing at CAGR of
around 15.5%
• -Subscriber pays entry fees of USD 100-150 for the
basic handset-an ARPU of USD 8+ per month
• Currently, the DTH industry is as follows –les than 1
million subscribers-Growing at CAGR of 13%, per
annum -Subscriber pays an entry fees of USD 70 for
the basic CPE and -an ARPU of USD 4-5 per month
• If 75 million users can afford these economics, a
similar number can potentially go for DTH services.


There is a need for content
• As ICT is driven by Content
• So far the Nigerian DTH industry is
underperforming other ICT
industries in the market.
• There is a need for new content to
drive the industry is self evident


Our hypotheses

• The television industry in Nigeria is
underperforming because of the
paucity of locally targeted
television Networks
• We need more local targeted
television networks ( Sports, Niche
and Local programming).
• Some very successful movie and
music networks. But not enough
yet!

How do Nigerians watch TV
-i.e What are the media consumption
patterns in Naija?


Our methodology

We conducted a search of virtual media literature
databases to find related studies in order to
provide answers to the question: How do Africans
watch television? The following keywords were
used: television, media, Africa, Nigeria, viewers,
consumption habits, preferences. This study
reviews studies on television media consumption
habits of Africans.


Whey do people watch TV

From Research by Denis McQuail, a Professor of
Mass Communication at the University of
Amsterdam and James Lull, a researcher, writer
and broadcaster in San Francisco

- Information
- Personal Identity
- Integration and Social Interaction
- Entertainment


Information
• finding out about relevant events and
conditions in immediate surroundings,
society and the world
• seeking advice on practical matters or
opinion and decision choices
• satisfying curiosity and general interest
• learning; self-education
• gaining a sense of security through
knowledge

Personal Identity
• finding reinforcement for personal values

• finding models of behaviour

• identifying with valued other (in the media)

• gaining insight into one's self

Integration and Social
Interaction
• gaining insight into circumstances of others; social empathy

• identifying with others and gaining a sense of belonging

• finding a basis for conversation and social interaction

• having a substitute for real-life companionship

• helping to carry out social roles

• enabling one to connect with family, friends and society

Entertainment
• escaping, or being diverted, from problems

• relaxing

• getting intrinsic cultural or aesthetic enjoyment

• filling time

• emotional release

• sexual arousal

Conclusion of all research on
why we watch TV

We Are What We Watch:
Watch:
We Watch What We Are

Specific research on Why
Nigerian watch TV: Media
consumption patterns
• Most studies focused on African
viewer as a whole
• Most profound Insight was the role of
rural urban migration and its effect on
television watching preferences

Media consumption patterns of
Nigerians
• From our research we noted that there
is a recent trend towards acceptance
of local television programmes over
foreign television programmes.
• This is a recent phenomenon,
coinciding with the rural urban drift.

Why
• One article argues that: Due to the
rural urban drift. The new city dwellers
experience a sense of alienation from
the middle-class norms that dominate
the cultural space in the city and as a
result, feel the need to reaffirm a
traditional African identity through the
television they watch.

Research shows It is this need
to affirm their African identity
which explains their
preference for local
programming over foreign
television programmes.

Conclusion
• Broadcast business executives in Africa must carry
programming that African viewers want to see. Programming
that allows them to affirm their local identity with content that
allows them
- Gain local information and meet local personalities
- Interact and integrate with local society
- assert their personal identity
- Be entertained in an African way.

• In addition to this, featured programming must be produced
and acquired at a reasonable cost. Finally viewers must be
quantified to deliver the most value to Advertisers. There is
also still great need to conduct more other studies to
document the media consumption practices of television
viewers across Africa and also for broadcasters across Africa
to share best practices.

The Nigerian audience of one:
Do you speak their language? -

Thank you !

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Dayo Osholowu | Gbenga Adetimehin | Folarin Anifowoshe | Muyiwa Adesemowo
January 6 2010


Dr Dayo Osholowu
Chief Executive Officer
The Ajala Travel Company
T: +2348037080031
E: dayo@ajala.biz
W: www.ajala.biz


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