London — Free-to-air broadcasting in Africa is supported by advertising and this provides the majority of television revenues on the continent. Balancing Act has just published a report (Advertising in Africa - Retaining a share of the pie) Russell Southwood looks at how advertising has shaped the sector and its future growth prospects.
Despite reasonably good prospects for advertising growth over the next five years, many parts of the African television industry have been under a lot of pressure over the last three years. Three factors have caused this pressure:
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