Africa: The Digital Revolution - Africa's Broadcasters Need to Focus On How to Reach Their Missing Audiences

London — The wave of digital transformation of broadcasting and the media is already under way in Sub-Saharan Africa. However with a few exceptions, most media organizations are focused on taking audience share from the existing pool of viewers and listeners. Russell Southwood argues that digital offers broadcasters new opportunities to reach those currently beyond media coverage.

Advertising in Sub-Saharan Africa can be broadly divided into two categories: those goods and services that are sold to urban audiences with higher incomes (high-end cars, drink, etc) and goods and services that are bought by what Kenyans call the Wananchi (soap, beer, basic foods).

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