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La newsletter de décembre 2017

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Summary
 

[Editorial]

[Exclusive]

[Meet the Eurodata TV Worldwide Team]

[Interviews]

Our clients and partners report on their successes, projects and relationship with Eurodata TV Worldwide.

[What’s new?]

[New on the air]

[Join the team]

 
 
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Editorial
African TV landscape: a growing market
 
 
 

With more than 1,2 billion people, Africa is one of the most dynamic regions in terms of population growth. Nigeria, for instance is today the most populated country with a bit more than 180 million people and the country will certainly reach the number of 400 million in 2050, so very close to the United States. Moreover, many experts forecast that the African population will be multiplied by four before 2100.

The African television market: new opportunities to take advantage of

A recent IDate survey detailed that the TV market in Africa and the Middle East will grow by 30 % between 2016 and 2021, going from €10.3 billion to €13.3 billion.

Largely driven by sub-Saharan countries, Africa (Turkey and Israel are not included in this survey) will be the world’s fastest-growing TV market, not only today but also for the five years to come. With a young and fast-growing population, a growing middle class in Africa, a solid medium-term economic outlook, the socio-economic variables point to positive future development in the region, including in the audiovisual sectors. This positive outlook is manifesting itself in increased TV ownership levels, especially in sub-Saharan Africa. In terms of reception in this region of the African continent, more than 40 % (and rising) of the population receive their television programmes via satellite. Alternative networks are progressing at a much slower pace. So cable & MMDS networks will continue to be used in Central and West Africa. Additionally, both pay-TV services (like Mnet in South Africa) and Free to air television are part of the media landscape in this region, with free to air still being the most watched.

Major players and a need for more TV ratings

Thus, Africa had always been a region with innovative developments. In 1991, the Canal+ group decided to develop operations in Africa by launching Canal+Horizons in Senegal, then in Tunisia and in 1994 in Ivory Coast. 25 years later, the PayTV group, under the new names of Canal+Africa, had been very successful in Sub-Saharan Africa with more than 2,7 million subscribers. You can read an interview of Nathalie Folloroux, programming and editorial marketing director at Canal+ International.

But this region is opening appetites to lots of new players. One example is StarSat, a subsidiary of the Chinese satellite television provider StarTimes, operating originally in South Africa but now in several African countries. Also, local group seem to have ambitions like the TV-Com group, from Benin, an additional reason to have a better understanding of the audience TV measurement in this region. You can read more about how the TV is measured in Africa in the “What’s New” part of this newsletter with insights provided by Médiamétrie for french speaking countries. Geopoll shared with us key insights about the english speaking country with an interview of Tatenda Andrew Katsande. Finally, you will find an article about the content that is produced and imported in Africa with a focus on Ivory Coast and South Africa.

Best regards,

Frédéric Vaulpré,
Vice President of Eurodata TV Worldwide

Find out more about our insight reports:

 
 
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EXCLUSIVE
TV audience Measurement in Africa
 
   
 
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Agenda
 
 
 

The Eurodata TV Worldwide team is constantly travelling around the world to meet our clients/partners and bring an unique insight through conferences, seminars and festivals around five continents. In the coming months you can meet and hear us at:

  • NATPE Miami
    Miami, United States of America
    16-18th January 2018

    François Lhomme - flhomme@eurodatatv.com
  • New On The Air – Conference by Eurodata TV Worldwide & Tape Consultancy
    Los Angeles, United States of America
    25th January 2018

    "Content & usage: what’s capturing the audience’s interest worldwide?" by Eurodata TV Worldwide and Tape Consultancy on January 25th, 10:00am – 01:00pm
    Frédéric Vaulpré - fvaulpre@eurodatatv.com
    Kunal De Souza - kdesouza@eurodatatv.com
  • DISCOP Dubai
    Dubai, United Arab Emirates
    25-27th February 2018

    Jessica Laloum - jlaloum@eurodatatv.com

Wherever you are in the world, we look forward to seeing you soon!

 
 
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INTERVIEWS
Our clients and partners report on their successes, projects and relationship with Eurodata TV Worldwide.
Canal+ International – Nathalie Folloroux – Programming and Editorial Marketing Director – France
 
 

Canal+ has been broadcast in Africa since 2001, could you please tell us more about your channels’ strategy in that market?

Back in 2011, CANAL+ was mainly addressing an audience of expats, who wanted to keep a link with their home tv stations.

As our subscribers’ base has considerably widened in the past few years, our channels have also evolved to address our new customers. The objective is to offer our customers, who for the most part now belong to the emerging middle class, programmes which meet their expectations.

Consequently, our programming includes more and more African programmes, to answer our customers’ need for proximity. Indeed, our customers partly want to be able to project and recognize themselves in the contents we broadcast.

These African programmes belong to several genres:

  • Entertainment shows and factuals with a weekly entertaining comedy show called “Le Parlement du Rire”, a weekly documentary or informational magazine on Tuesdays in prime time – “Les Mardis de l’Afrique” - and a quaterly live musical show called “+ d’Afrique Live”.
     
  • TV series: we have also started producing our own African series. We have been broadcasting short ones for a few months now, among which “Barbershop”, and currently on air “Chéri Coco”, our African adaptation of the world success format “Un gars une fille”, broadcasted at 20:25 pm on CANAL+. Long series are also in production and will soon be broadcasted.
     
  • Last but not least, sport: under the CANAL+ brand, we produce four sport channels, CANAL+ SPORT 1, 2, 3, 4, and a very recent channel called A+ SPORT. On these channels, we broadcast international competitions but also several African sport competitions, among which “La Coupe d’Afrique des Nations”, “Le FIBA Afrobasket” or cycling competitions such as “Le Tour du Faso”, and we produce several sport magazines such as “Talents d’Afrique” or “Onze d’Europe”.

In addition to our CANAL+ TV stations, our strategy is also to produce specific additional TV stations for the African audience, such as A+, Nollywood TV, or Novelas TV.

In your opinion, what are the key factors to take into consideration for a television channel that wants to enter the African market?

The key factors to take into consideration are, as in any market, the specific tastes of the audiences you want to address.

In Africa, we witness as explained above, that our audiences wish to watch local programmes, whether sport, fictions or shows, produced with high quality. There should not be a difference in the quality of production between international programmes and African ones. This is what we endeavor to achieve with our local productions in CANAL+.
Nevertheless, this wish for local programmes doesn’t mean that Africans do not want to watch international programmes, and cinema, especially blockbusters, as well as series, wherever they may be coming from, are also among their favorite programmes.

What are the recent initiatives to notice in the African audiovisual landscape?

There are several initiatives to notice in the African audiovisual landscape:

  • The first one which has been going on for a few years now is the renewing of pan African channel, i.e. channels specifically created for the African market: I have already mentioned our own channels, A+, Novelas TV and Nollywood TV, and a very recently launched one, Nollywood Epic. Other media groups have also joined this trend, among which BBLack, Edan, and Fashion Africa.
     
  • The second is the switch to Digital Terrestrial Television, in several countries, among which Ivory Coast, where Canal+ has obtained a license for a free to air TV station, and will thus start his first FTA experience in Africa.
     
  • The third one is the professionalization of the producing industry, and not only in South Africa or Nigeria, but also in French speaking countries, such as Senegal, Ivory Coast or Burkina Faso, where productions thrive.
 
 
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Geopoll – Tatenda Andrew Katsande – Business Development Representative, Southern Africa – South Africa
 
 

Could you please explain how Geopoll operates in the field of television audience in English speaking Sub-Saharan Africa?

Television audience measurement (TAM) has long been a fixture in Sub-Saharan Africa, but a growing number of newly established local and international businesses are leveraging the growth of mobile phone usage to conduct audience research at a lower cost and on a larger scale. In 2014, GeoPoll launched daily audience measurement in Ghana, Kenya, Tanzania, and Uganda and in 2015, expanded into a total of 10 countries with a partnership with Kantar Media. Since then, we have been closely analyzing the key trends and landscape of television throughout the African continent.

This achievement has been made possible thanks to Geopoll’s quite unique business model. GeoPoll is a mobile survey platform and leading global survey provider reaching a growing network of over 320 million mobile network subscribers in Africa, Asia and the Middle East. Through partnerships with mobile network providers and a multimodal platform powered by text message (a.k.a. SMS), voice and web communications, GeoPoll enables businesses and organizations to gather insight on market trends in specified countries and regions.

What are more precisely the core characteristics of your Kantar-GeoPoll Media Measurement (KGMM) service through which you conduct TAM surveys?

KGMM is a multi-client subscription solution developed by GeoPoll which delivers overnight data on television and radio audience size, ratings and share. The data is collected on daily electronic diaries using SMS and mobile application. Every four hours respondents are randomly assigned to day parts asking about their consumption of television and other media within the four-hour period and in 30-minute intervals from 06:00 to 22:00, or sixteen hours of the day. These results are then tabulated into audience statistics and posted each morning at 11am for the industry in an easy-to-use online dashboard that tracks the changes in ratings over time by key demographics. Agencies and brands can access the data through GeoPoll media planning and evaluation tools to assess their audience return on investment.

In your view, what are the 3 key trends in television audience across English Speaking Africa?

1. Television Remains Popular: Television, particularly evening news and evening soap operas, remain popular across English speaking Sub-Saharan Africa. New entrants into the market are competing for a sizeable share of audiences especially in the evening primetime television slots.

2. Integrating Internet Content: Increasingly television content is making its way online and online content is making its way into conventional television. This is further accelerating through integration of second-screen activities such as commenting through social media on mobile phones in real time alongside television content.

3. Regulation and Digital Migration: While a few large national broadcasters have historically dominated and still do in some countries, the number of commercial competitors has grown and continues to grow. While infrastructure challenges remain, a few English-speaking markets have begun processes to further deregulate and shift to digital broadcasting, allowing more licenses for smaller stations to broadcast free to air on set-top boxes. These boxes are also increasingly connected to the internet to allow for new sources of content and audience measurement capabilities.

 
 
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WHAT'S NEW?
 
African audiovisual landscape: between great dynamism and diversity
 
 

The audiovisual landscape in Africa shows both great dynamism and great diversity. This is reflected in television by a highly varied offer coming from various horizons. Public channels remain highly viewed and very well established on their respective markets, but they are also increasingly competing with other national channels, and pan-African and international channels.

Focus on French-speaking countries

In French-speaking Africa, French channels, received via Canal+ or satellite, perform consistently, placing them in the top 10 most-watched channels in many of the countries. For example, Canal+ and its various spinoff channels, TF1, France 24 or the France Télévision group channels have a strong awareness in the public and are an integral part of the landscape.

This competition is all the stronger because not all public or private national channels are financially able to invest sustainably and profitably in unifying and powerful content such as football or world-renowned series. In this context, audience measurement is a major issue, as it alone can help to boost the advertising market and activate the virtuous circle that can benefit national channels, and therefore the national market.

Television measurement & benefits of daily automated TAM services

As it stands, no country in Africa has a daily and automatic television measurement, except for South Africa and Morocco. Audience measurement surveys exist, but they can’t deliver daily performance insight. Audience measurement services set up by companies such as Médiamétrie are a decisive first step and rely on declarative methodologies. Generally based on face to face interviews (Ivory Coast, Senegal, Madagascar ...) or phone interviews (Cameroon), these audience measurements are an initial response to the needs of channels seeking to better know their audience and consequently build better program grids. They also reassure advertisers by allowing them to optimize their advertising purchases.

Although very effective and of high quality, these measurements will not be sufficient in the long run. Moreover, these advertising markets remain under-invested in, while the potential is there. This potential will be greater as the middle class is developing - even if it is not as important as some would like to suggest. With such a potential and an advertising sector which is as integral a part of the economy as other industries, it would be a pity for these markets to deprive themselves the benefits of daily automated TAM services.

Sources: Eurodata TV Worldwide – Médiamétrie

For further information on the audiovisual landscape in Africa, please contact us!
Arnaud Annebicque – Business Development Director - aannebicque@mediametrie.fr
 
 
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Why TV consumption is strong in Africa?
 
 

Africa is a region where average daily TV viewing time computed over 2016 is of 3 hours and 10 minutes per individual, which is above the world’s average. It is also an increasingly dynamic market for content, that is opening to the rest of the world while simultaneously building its own original content catalog.

TV viewing consumption in Africa above the world’s average

Africa is a region where average daily TV viewing time computed over 2016 is of 3 hours and 10 minutes per individual, which is above the world’s average by 10 minutes. Among the young adults, this TV viewing time is similar with 3 hours and 3 minutes per day per individual, far above the world’s average by nearly one hour! Two territories show particularly strong TV viewing time: Cameroon (above 4 hours per day per individual and even more among young adults), and Madagascar at 3 hours and 50 minutes.

A dynamic market for content

Africa is an increasingly dynamic market for content, that is opening to the rest of the world while simultaneously building its own original content catalog. The examples of the Ivory Coast and South Africa are particularly revealing.

Ivory Coast heavily imports finished programmes from two sources mainly: fellow African countries such as Nigeria or Burkina Faso, but also the United States which are prominently featured on Ivorian screens. Among popular original programmes are humorous shows depicting the daily life in the country, such as the sitcom “Mami Gbangban” that centers on a neighborhood saleswoman and the ludicrous situations she faces.

South Africa is also a major consumer of American finished programme; however, original production is also very strong with a tendency to put out soap operas and telenovelas that draw on local cultures. Also, very popular are limited series such as “Tjovitjo”, centered around Pantsula dance and township lifestyle. After being abandoned by his family as a child, the main character Mafred wants to get payback for the humiliation of being left on his own. On his journey, he discovers that the family which he is looking for is not necessarily a biological one. “Tjovitjo” became the most-watched drama series in South Africa, increasing SABC1’s slot average by 61% for its premiere.

Sources: Eurodata TV Worldwide / NOTA / Relevant Partners

For further information on content in Africa, please contact us!
Benjamin Brunner – Research and Client Executive - bbrunner@eurodatatv.com
 
 
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NEW ON THE AIR
 
 

TOP RADIO - This programme allowed young talents to be discovered and show their skills. Indeed, to partly write the sitcom, the production companies (KEEWU Production and RTI) launched a contest to select who would write the series.

Ivory Coast – RTI 1 - Series - "Top Radio" is a serieswhich follows the daily life of a new host who is engaged in a popular but declining radio. Two politicians covet the radio to use it for the upcoming elections.

   

BEIN ALAMEIN - بينعالمين - The actress Leqaa El Khamisy was rewarded for her role in this series in the 2017 edition of the annual DG Awards by the magazine “Dear Guest”.

Egypt – CBC – Series - "Between Two Worlds" portrays the conflict between money and power throughout a thrilling story-line that differentiates between the materialistic world and the humanitarian world.

   

THE WEDDING BASHERS - This reality show offers the audience an interesting analysis of weddings, counting on a panel of professional as judges which includes a former Miss South Africa among others. Not only the programme provides with tips for organizing a wedding, but it also presents unexpected celebrations, such as a comic book superhero wedding.

South Africa – M-Net – Reality Show – "The Wedding Bashers" is a reality show in which South Africans can win prizes by having their weddings judged by a party of celebrity wedding crashers who weigh in on all aspects of weddings ranging from 20,000 Rand to over 1 million Rand.

   

Source: Eurodata TV Worldwide / NOTA / Relevants partners

 
 
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JOBS
Join the Eurodata TV Worldwide team!
 
 
 

The Eurodata TV Worldwide department analyses and gives access to audience performances of television programmes in more than 100 territories across the world. Our clients are TV producers, TV Channels, Copyright Organizations, Sponsors, etc.

Do you have a strong interest in international television? You already keep an eye on new launches and programming trends?

Join our team!

Research and Client Executive – Full-time contract

You guarantee with the support of your team composed of two senior study managers, the realization of the report "One TV Year in The World". You coordinate the production of adhoc studies and ensure optimization and quality.

You guarantee the production of the study "One TV Year in The World": from the relationship with the partners, the analysis and the synthesis of the data, the realization of the report to the delivery of the results to the customers. You also produce the thematic report on the consumption of Young Adults.

You are responsible for a portfolio of clients (broadcasters, producers, distributors) and provide them with figures and analyses. In relation with the sales managers, you produce ad hoc studies for your clients and think about the marketing optimization of the offers. With the support of the partnerships team, to obtain the necessary data, you are also in constant contact with our partners around the world.

You propose the lines of study and ensure the analysis and the realization of the reports, in connection with your team.

You bring your analytical expertise for conferences. You participate in the communication of studies in relation with the marketing team (press releases, emailings and customer brochures).

Joining us is evolving on a position where you will express your accompanying qualities and your value-added on the analyses.

PROFILE REQUIRED

  • Higher education type School of engineering or course statistics-University maths.
  • Experience of at least six years, ideally acquired in a study company.
  • Strong ability to synthesize and critically analyze data.
  • Rigor, ability to coordinate several projects simultaneously, proposal strength, initiative, ability to speak in public.
  • Fluent English with editorial command imperative.

Contact: gphelizon@mediametrie.fr


International TV Programme Analyst Assistant- 6-months Internship

Our Research department is currently seeking, for a six months’ internship, an International TV Programmes Analyst Assistant.

MISSION

  • Identify new TV titles launched in a selection of territories.
  • Establish documentary research, via Internet, to write a brief description of each programme and gather the production credits.
  • Collect the data produced, verify them and interpret the results.
  • Assist Research & Client Managers, producing audience reports and analysis for our global clients.
  • Analyse international TV landscapes, programme performances and programming scheduling.

PROFILE

  • Preparing a BA, BS/BSc and/or MA, MS/MSc,
  • In Business school or University,
  • Field: Marketing/Research/Medias.

Contact: please send your application to: ccoue@mediametrie.fr


Research and Account Assistant – 6-months internship

Within the Research and Strategies of content team of EurodataTV, we are seeking for an apprentice/intern from November 2017.

MISSION

You participate in the realization of reports and analyses for our international clients, and as such you participate more particularly in reporting on the hearing channels and programmes worldwide.

You synthesize audience data from the available in-house databases, formalize requests for additional data to the partners we are working with, and check the results of the studies you are responsible of. You format and make the writing of summaries of these reports.

You also need to communicate in English with some local partners in order to provide clarification on the transmitted data.

REQUIRED PROFILE

Student in Business School or University, minimum BA level, you follow a specialization in audiovisual/studies/mathematics, and are strongly motivated by the quantitative studies and the international TV sector.

Comfortable with numbers, you are known for your qualities of rigor and adaptation. Your taste for team work and intellectual curiosity will make you successful in the position.

A very good knowledge of IT tools - Word, Excel and Power Point - is necessary.

Given the international environment the proficiency in English is essential.

Contact: please send your application to: ccoue@mediametrie.fr

 
 
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