Broadcast, Film and Convergence in Africa - Issue no 350 on 2 October 2020

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East African broadcasters scoop the Facebook pool – why social media matters for African broadcasters and who’s missing out

2 October 2020

East African broadcasters are more likely to feature in the top 10 of Facebook audiences in Sub-Saharan Africa in their respective countries. Russell Southwood looks at why social media matters for Africa’s broadcasters. This article looks at social media and the profile different broadcasters have on it. Although things are changing with greater use of Instagram, Pinterest and more recently, TikTok, Facebook remains the biggest platform and I’ve used data on Facebook audiences to illustrate what I’m saying. East African broadcasters – in Kenya, Tanzania and Uganda – have Facebook audience positions in the top ten in their respective countries.…