African Broadcast Markets

Contents

Introduction

Part 1: Industry Trends

Key findings

African industry overview – Slow but steady liberalisation

Box 1: Battle for Pay-TV subscribers in newly competitive market

Box 2: Ready for a brand new beat – MTV Base reaches 50 million viewers

The beginning of the end for Mr President TV - State broadcasters and strategic responses to a new landscape

The costs of local and international programming

Digitilisation and High Definition– Slow progress but it is on its way

Africa’s film industry – Low output but big changes afoot

Africa goes triple-play – the early pioneers roll-out

Box 3: Orange goes multimedia with African Livebox roll-out

The potential market size for Pay Television

Reaching African diaspora audiences – competing for eyeballs away from home

Mobile TV – a technology for Africa?

Box 4: What is DVB-H?

Box 5: Mobile TV - Global developments

Part 2: Audience trends

Pan-African Key Findings

East African countries – comparative findings

North African countries – comparative findings

Southern African countries – comparative findings

West African countries – comparative findings

Country audience profiles

Algeria

Angola

Burundi

Egypt

Ghana

Kenya

Morocco

Mozambique

Nigeria

Rwanda

Senegal

South Africa

Tanzania

Togo

Tunisia

Uganda

Zimbabwe

List of charts, tables and maps

Charts

Chart 1: East Africa: Sources of news and information

Chart 2: East Africa – Equipment ownership

Chart 3: North Africa – Media use

Chart 4: North Africa – Equipment ownership

Chart 5: Southern Africa – Equipment ownership

Chart 6: Southern Africa – Media use

Chart 7: West Africa – Equipment ownership

Chart 8: West Africa – Media use

Chart 9: Algeria – TV Reach at Various Times During the day (% of adults viewing yesterday)

Chart 10: Algeria – Interest in different genres of TV programmes

Chart 11: Algeria – Radio reach at various times of the day

Chart 12: Algeria – Internet access and use

Chart 13:Algeria – Media equipment ownership

Chart 14: Angola - Leading radio channels by audience in Luanda

(% of adults)

Chart 15: Perceptions of trustworthiness of radio stations in Angola

Chart 16: Angola - Daily audiences to leading TV channels: Luanda (% of adults)

Chart 17: Angola - Trust in leading TV broadcasters (% of weekly viewers to respective broadcasters)

Chart 18: Angola – Newspaper readership

Chart 19: Angola - Media equipment ownership – Luanda (% of adults claiming ownership of each item in their household)

Chart 20: Angola - Yesterday Use in Luanda for radio, television and Internet

Chart 21: Angola - Radio and TV Reach at Various Times of Day

Percentage of Adults Listening/Viewing “Yesterday” in Luanda

Chart 22: Burundi - National daily audiences to leading domestic radio channels (% of adults)

Chart 23: Burundi - National daily audiences to leading TV channels (% of adults)

Chart 24: Burundi - Trust in leading radio broadcasters (% of weekly viewers to respective broadcasters)

Chart 25: Burundi - Media equipment ownership (% of adults claiming ownership of each item in their household)

Chart 26: Burundi - Media used ‘Yesterday’

Chart 27: Burundi - Radio Reach at Various Times of Day - Percentage of Adults Listening/Viewing “Yesterday”

Chart 28: Egypt - TV Reach at Various Times During the Day (% of adults viewing yesterday)

Chart 29: Egypt - Interest in TV programs

Chart 30: Egypt - Radio reach at various times of the day (percentage of adults listening “yesterday”)

Chart 31: Egypt - Radio Trustworthiness (% of weekly listeners to specific local and international stations)

Chart 32: Internet Access and Use in Egypt

Chart 33: Egypt - Media equipment ownership

Chart 34: Ghana - National daily audiences to leading radio channels (% of adults)

Chart 35: Ghana - Trust in leading radio broadcasters (% of weekly listeners to respective broadcasters)

Chart 36: Ghana - National daily audiences to leading TV channels (% of adults)

Chart 36: Ghana - Trust in leading TV broadcasters (% of weekly viewers to respective broadcasters)

Chart 38: Ghanaian press: % considering individual newspapers important source of information

Chart 39: Ghana - Media equipment ownership (% of adults claiming ownership of each item in their household)

Chart 40: Ghana - Media (daily use)

Chart 41: Ghana - Radio Reach at Various Times of Day (Percentage of Adults Listening/Viewing ‘Yesterday’)

Chart 42: Kenya - National daily audiences for leading radio channels (% of adults)

Chart 43: Kenya - National daily audiences to leading TV channels (% of adults)

Chart 44: Kenya - Trust in leading TV broadcasters (% of weekly viewers to respective broadcasters)

Chart 45: Kenya - Media equipment ownership (% of adults claiming ownership of each item in their household)

Chart 46: Kenya - Radio Reach at Various Times of Day: Percentage of Adults Listening/Viewing “Yesterday”

Chart 47: Morocco - Daily Media Use

Chart 48: Morocco - Daily Top 10 TV Channels

Chart 49: Morocco - TV Reach at Various Times During the Day (% of adults viewing yesterday)

Chart 50: Morocco - Interest in TV programs

Chart 51: Morocco - Trust in TV Channels

Chart 52: Morocco - Daily Top Five Radio

Chart 53: Morocco - Radio reach at various times of the day (percentage of adults listening “yesterday”)

Chart 54: Morocco - Radio Trustworthiness (% of weekly listeners to specific local and international stations)

Chart 55: Morocco - Weekly Top 5 Newspapers

Chart 56: Internet Access and Use in Morocco

Chart 57: Morocco - Weekly Internet Users by Age

Chart 58: Morocco - Weekly Internet Users by Education

Chart 59: Morocco - Media equipment ownership

Chart 60: Mozambique - Daily audiences to leading radio channels (5 cities) (% of adults)

Chart 61: Mozambique - Trust in leading radio broadcasters (% of weekly listeners to respective broadcasters)

Chart 62: Mozambique - National daily audiences to leading TV channels (% of adults)

Chart 63: Mozambique - Trust in leading TV broadcasters (% of weekly viewers to respective broadcasters)

Chart 64: Mozambique - % who read which newspapers in the last week

Chart 65: Mozambique - Media equipment ownership -5 Cities (% of adults claiming ownership of each item in their household)

Chart 66: Mozambique - Media Use: ‘Yesterday’ use (5 cities)

Chart 67: Mozambique - Viewing and listening patterns throughout the day (% of audience)

Chart 68: Nigeria - National daily audiences to leading TV channels (% of adults)

Chart 69: Nigeria - Trust in leading TV broadcasters (% of weekly viewers to respective broadcasters)

Chart 70: Nigeria - National weekly readership (% of adults)

Chart 71: Nigeria - Media equipment ownership (% of adults claiming ownership of each item in their household)

Chart 72: Nigeria - Radio & TV Reach at Various Times of Day

Percentage of Adults Listening/Viewing “Yesterday”

Chart 73: Nigeria - Daily use of different media

Chart 74: Rwanda - National daily audiences to leading domestic radio channels (% of adults)

Chart 75: Rwanda - National daily audiences to leading TV channels

(% of adults)

Chart 76: Rwanda - Media equipment ownership (% of adults claiming ownership of each item in their household)

Chart 77: Rwanda - Media use ‘Yesterday’

Chart 78: Rwanda - Radio Reach at Various Times of Day - Percentage of Adults Listening/Viewing “Yesterday”

Chart 79: Senegal - Daily audiences to leading radio channels: Dakar (% of adults)

Chart 80: Senegal - Trust in leading radio broadcasters: Dakar (% of weekly listeners to respective broadcasters)

Chart 81: Senegal - Daily audiences to leading TV channels: Dakar (% of adults)

Chart 82: Senegal - Trust in leading TV broadcasters: Dakar (% of weekly viewers to respective broadcasters)

Chart 83: Senegal - Newspapers Read in past week: Dakar

Chart 84: Senegal - Media equipment ownership (% of adults claiming ownership of each item in their household) Dakar, Other Urban and Rural

Chart 85: Senegal - ‘Yesterday’ Media Use

Chart 86: Senegal - Radio Reach at Various Times of Day: Dakar Percentage of Adults Listening/Viewing “Yesterday”

Chart 87: South Africa - National weekly audiences to leading radio channels (% of adults)

Chart 88: South Africa - National weekly audiences to leading TV channels (% of adults)

Chart 89: South Africa - Readership of daily newspapers

Chart 90: South Africa - Media equipment ownership (% of adults claiming ownership of each item in their household)

Chart 91: South Africa - Weekly media use

Chart 92: Tanzania - National daily audiences to leading radio channels (% of adults)

Chart 93: Tanzania - Trust in leading domestic radio broadcasters (% of weekly listeners to respective broadcasters)

Chart 94: Tanzania - National daily audiences to leading TV channels (% of adults)

Chart 95: Tanzania - Trustworthiness of TV channels

Chart 96: Tanzania - Read different newspapers in the last week

Chart 97: Tanzania - Media equipment ownership

Chart 98: Tanzania - Media equipment ‘Yesterday’ use

Chart 99: Tanzania - Radio Reach at Various Times of Day - Percentage of Adults Listening/Viewing “Yesterday

Chart 100: Togo - National daily audiences to leading radio channels (% of adults)

Chart 101: Togo - Trust: Radio (% of weekly listeners to respective broadcasters)

Chart 102: Togo - National daily audiences to leading TV channels (% of adults)

Chart 103: Togo - Trust in leading TV broadcasters (% of weekly viewers to respective broadcasters)

Chart 104: Togo - Media equipment ownership (% of adults claiming ownership of each item in their household)

Chart 105: Togo - Media access patterns

Chart 106: Togo - Radio Reach at Various Times of Day Percentage of Adults Listening/Viewing “Yesterday”

Chart 107: Tunisia - Daily Top 10 TV Channels

Chart 108: Tunisia - TV Reach at Various Times during the Day (% of adults viewing yesterday)

Chart 109: Tunisia - Trust in TV Channels

Chart 110: Tunisia - Daily Top Five Radio (“yesterday” listening to programs or news bulletins)

Chart 111: Tunisia - Radio reach at various times of the day (percentage of adults listening “yesterday”)

Chart 112: Tunisia - Radio Trustworthiness (% of weekly listeners to specific local and international stations)

Chart 113: Tunisia - Weekly Top 5 Newspapers

Chart 114: Tunisia - Internet Access and Use in Tunisia

Chart 115: Tunisia - Weekly Internet Users by Gender

Chart 116: Tunisia - Weekly Internet Users by Age

Chart 117: Tunisia - Weekly Internet Users by Education

Chart 118: Tunisia - Media equipment ownership

Chart 119: Tunisia - Daily Media Use

Chart 120: Uganda - National daily audiences to leading radio channels (% of adults)

Chart 121: Uganda - Trust in leading radio broadcasters (% of weekly listeners to respective broadcasters)

Chart 122: Uganda - National daily audiences to leading TV channels (% of adults)

Chart 123: Uganda - Trust in leading radio broadcasters (% of weekly listeners to respective broadcasters)

Chart 124: Uganda - Media equipment ownership

Chart 125: Uganda - Radio Reach at Various Times of Day Percentage of Adults Listening/Viewing “Yesterday”

Chart 126: Zimbabwe - National daily audiences to leading radio channels (% of adults)

Chart 127: Zimbabwe - National daily audiences to leading TV channels (% of adults)

Chart 128: Zimbabwe - Trust in leading radio station (% of weekly viewers to respective broadcasters)

Chart 129: Zimbabwe - Newspaper readership

Chart 130: Zimbabwe - Media equipment ownership (% of adults claiming ownership of each item in their household)

Chart 131: Zimbabwe - Media use - Yesterday

Chart 132: Zimbabwe - Radio Reach at Various Times of Day Percentage of Adults Listening/Viewing “Yesterday”

Tables

Table 1: Advertising spend as a percentage of GDP in seven African countries (2006)

Table 2: Top 15 African country markets by estimated advertising spend (2006)

Table 3: Top 15 African country markets by level of television ownership with projections for 2010

Table 4: Top 15 African country markets by levels of radio ownership

Table 5: Government broadcasting – sources of financing

Table 6: Trustworthiness of state radio stations compared to private sector or NGO rivals (national and international)

Table 7: Trustworthiness of state TV stations compared to private sector or NGO rivals (national and international)

Table 8: Kenya – Advertising spend share by TV channel

Table 9: Tanzania – Advertising spend share by TV channel

Table 10: Kenya – Skyfire estimate of attendees at its outdoor mobile screenings (2006)

Table 11: South Africa – Top “Africa-relevant” box office films (from 2005 to August 2007)

Table 12: South Africa – Top box office locally produced films (from 1980 to 2007)

Table 13: South Africa – Annual projected sales and rental income of DVDs and videos at trade value

Table 14: Africa’s cable and IP-TV subscribers

Table 15: Size of middle class compared to TV and PC ownership

Table 16: Sub-Saharan Africans and Arabs in the USA (million)

Table 17: Jump TV subscribers (actual and projected)

Table 18: Geographic distribution of Jump TV subscribers

Table 19: African countries and operators offering 3G services

Table 20: Algeria – most used information services (per cent)

Table 21: Algeria - TV Channels by Weekly Viewing

Table 22: Algeria - Trustworthiness rating for different TV channels (%)

Table 23: Algeria – Top 20 Radio Stations by Weekly Listening

Table 24: Algeria – Most important sources of information by radio channel

Table 25: Algeria – Newspapers read in the past week

Table 26: Algeria – Tob 15 Channel Websites by weekly Visits (% of total)

Table 27: Egypt - Most used information sources (per cent)

Table 28: Egypt - Top TV Channels by Weekly Viewing  

Table 29: Egypt - TV Trustworthy (percent of weekly viewers to specific station)

Table 30: Egypt - Top 10 Radio Stations by Weekly Listening 

Table 31: Egypt - Most important sources Radio

Table 32: Egypt - Newspapers read past week

Table 33: Top Websites in Egypt

Table 34: Morocco - Most used information sources

Table 35: Morocco - Top 10 Radio Stations by Weekly Listening

Table 36: Morocco - Most important sources Radio - Top 10

Table 37: Morocco - Top 10 Websites Channels by Weekly Visits (% of total)

Table 38: Tunisia - Most used information sources (percent)

Table 39: Tunisia - Most important sources TV - Top 10

Table 40: Tunisia - Most important sources Radio - Top 10

Table 41: Tunisia - Top Websites by Monthly Visits (% of total) 

Maps

Map 1: Botswana – Existing FM radio coverage

Map 2: Botswana – Existing TV transmission coverage

Map 3: Botswana – Projected FM radio coverage

Map 4: Botsawna – Projected TV transmission coverage

Map 5: Those who can afford high-cost consumer goods like TVs and fridges (% of respondents)

Map 6: How often do you listen to the radio for news? (% who said daily)

Map 7: How often do you listen to the radio for music? (% who said daily)

Map 8: How often do you listen to the radio for sport? (% who said daily)

Map 9: How often do you listen to the radio for Talk? (% who said daily)

Map 10: How often do you listen to the radio for religion? (% who said daily)

Map 11: How often do you listen to the radio for Call-Ins? (% who said daily)

Map 12: How often do you listen to the radio for Info Programmes? (% who said daily)

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