The challenges facing broadcasters and producers in Nigeria today are numerous, but what is emerging is a strong base upon which to build and grow the exciting possibilities of the future. We need to keep our focus on what viewers want to watch and listen to in this age of consumerism.
Consumer choice and convenience make the consumer the king as he is completely in charge these days concerning what he watches and where he watches it. For these very reasons those of us in the media who spend most of our lives producing content need to be glad and excited at the prospects.
Not only do we need to now start developing new models for our business, we need to start understanding even more what the consumer wants, and where he wants to get it. This obviously is not as easy as it sounds. Walking the talk can be expensive, moreso when we look at changing technology and the requirements of producing multi formatted content. There are many issues to be resolved such as multicasting, the role of the Internet, compensation for content, protection of intellectual property and so many other parameters.
However, playing defensive will leave you behind. Attack is the best form of defense and our future as broadcasters and producers will depend on our creative skills and abilities to exploit every opportunity and technology on every platform available from Satellite and cable to mobile and gaming.
Its no longer debatable that content is king. However, key considerations as we propel ourselves on this journey would also have to include distribution.
The ability to provide and distribute content on multi channel platforms will be key and significant if Nigerian Producers and broadcasters want to get ahead of the game and key in to the significant revenue streams available. Our content would have to meet international production standards and must be available everywhere and on any type of device. We need to incorporate and work with Telcos, broadcasters, content aggregators and media distribution agents. Our future is all about distributing signals to every device available and producing the content that fits the device.
We must start to look closer at new devices and what they mean to our business model and revenue prospects. New devices are potentially users of the content TV producers provide, and new stream of programmes are potential revenue streams. Planning ahead is key, and staying abreast of technology led solutions even more important because really we need to provide content on every new device, even those waiting to be created.
There are issues of course, which we all know, copyright, business models, technology adaptations; however what is most important is how we adapt to the changes and embrace the future.
For broadcasters the challenges are even more daunting, if they hope to be in business many years from now they must start to chart a new course and develop business models that guarantee viewers and advertisers value.
Their scheduling and programming must offer compelling content, and they must start to understand that they must open up revenue sharing options with partners and producers as they build enduring brands that have resonance in the market place.
Broadcasters must be able to take advantage of the digital platform and the great opportunities it offers. If they cannot show consumers the exciting possibilities, how on earth will advertisers and sponsors get on board the digital jet plane! Many Nigerians today, even those in the industry do not even have any iota of an idea what the digital realm offers. Their minds are numb; they don’t even know where to start.
As Producers and broadcaster, it is our responsibility to start providing some of these answers to consumers, advertisers and professionals alike. We must start to show our consumers and viewers that the exciting possibilities are quite within our grasp; that we have a plan to move from where we are today and build an enduring production and broadcast sector that truly provides great entertainment, first class information and an enduring educational platform that has commercial viability through the provision of compelling content distributed to the many digital devices available today.
Ogunpitan doubles up as managing director of Storm Vision Limited, Nigeria’s premier TV production company and IBST Limited, a media company that provides technology led solutions for the TV production and broadcast industry.