Exploring the business side of media content

CNBC Africa recently visited the Santhon Convention Centre to get a glimpse of Africa's largest content market, DISCOP. This event serves as a meeting point for key media players in Africa, facilitating deal-making, content licensing, and multi-platform promotion across the continent. With a focus on the business side of media content, the event shed light on the future of terrestrial television and the growing importance of quality content in the industry. In a discussion about the future of television, industry experts highlighted that traditional forms of TV viewing are likely to persist in Africa until bandwidth issues are resolved and telcos offer competitive rates on high-speed data. While platforms like video-on-demand are gaining traction, the demand for quality content remains high. Brands have shifted their focus from short-lived ads to content that serves multiple purposes such as brand building, advocacy, and audience engagement. The value of content has significantly increased in recent years, emphasizing the importance of content creation and distribution. Without compelling content, platforms struggle to attract and retain audiences. As competition for quality content intensifies, broadcasters and channels across Africa are engaged in a 'content war,' seeking standout programming to capture viewers' interest. One of the key trends discussed at DISCOP was the rise of comedy content, which has seen significant growth in popularity. However, industry experts expressed concerns about content saturation and the challenges of monetizing digital content. With a multitude of creators entering the market, consumers have access to an abundance of content, making it harder for traditional media players to stand out. Despite challenges in the licensing industry, particularly in light of economic factors impacting fee negotiations, there is optimism surrounding the localization of content. Companies are exploring opportunities to tailor content to local dialects and preferences, enhancing its appeal to African audiences. The event also highlighted the importance of partnerships between regions, with Caribbean content producers recognizing the potential for collaboration with the African market. Business opportunities at DISCOP have been promising, with successful sales to African markets indicating a growing interest in diverse content offerings. Channels in the region are increasingly recognizing the value of unique programming that resonates with local audiences. The event serves as a platform for networking, deal-making, and showcasing innovative content from a range of global players. Overall, DISCOP at the Santhon Convention Centre serves as a hub for industry professionals to exchange ideas, explore new opportunities, and navigate the evolving landscape of media content in Africa. As the event continues to facilitate connections and drive innovation, the future of media content in the region looks bright and promising.