Countdown to DTT: and measurement!
The switchover to digital terrestrial television in the countries of sub-Saharan Africa began in 2015 and will continue until 2020. The roll-out of digital TV differs by country. Already, audiences in Senegal can receive digital terrestrial TV signal, whereas Côte d’Ivoire initiated the migration to digital at the end of 2016 by granting licenses to four private TV operators. To support the digital transition in French-speaking sub-Saharan Africa, Médiamétrie and Omedia are launching the first digital TV barometer in Africa.
Broadcasters, public bodies, operators, content producers, media agencies and advertisers, as well as digital equipment manufacturers and installers need regular updates on how the market they are “navigating” is evolving. To analyse this market, the Digital TV Barometer, a new study by Omedia and Médiamétrie measures the general public's perception of DTT: awareness, equipment, expectations and intentions to acquire equipment. Some of the expectations expressed were: a clearer picture, better sound and even a wider choice of programmes.
Very high levels of awareness continue to be seen in Senegal: 93.3% of the population in Dakar knows about digital TV. This is hardly surprising in a country where terrestrial digital television has been a reality for over two years. On the other hand, in Abidjan where the communications aimed at the general public have still to be launched, only 12.1% of people know about digital TV. However, this was 4.6 points higher than at the end of 2017.
As regards the intention to acquire equipment, nearly 82% of individuals in Cote d'Ivoire who were aware of digital TV did intend to get the equipment. In Senegal, among the vast majority of the population who are aware of digital TV, 21.2% have already acquired equipment and 54.4% intend to switch to digital terrestrial television. In Mali and Gabon, where 55% and nearly 80% of the populations are aware of digital TV, the intention rates are as high as 95% and over 83% respectively.
Full results from the Digital TV Barometer are already available for Côte d'Ivoire, Senegal, Mali and Gabon. These results will be made available by country and by target, updated twice a year. Other French-speaking countries will be added to the barometer in December 2018.