The African Media Transformation: Entertainment and Marketing in a Digital Age (2017)
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A panel discussion at the Oxford Africa Conference 2017 with Joseph Hundah, Jono Hobbs, Seko Shamte and Ade Olufeko moderated by Jake Okechukwu Effoduh.
The digital revolution has made it easier than ever before to make information, media, and entertainment meet African audiences where they are â on their cellphones, on their television screens at home, and in the internet cafes they frequent. This democratization of information and media, due to increasing internet access and high-speed streaming services, has meant that new African players have emerged and can deliver content to Africans far and wide in a way that previously only media monopolies like DSTV could. These new players are content-creators and creatives with more channels for distributing their work, advertisers who are excited to tap into the emerging consumer class on the continent, and media entrepreneurs who are building platforms that curate and disseminate this content in innovative ways.
This panel hopes to explore what these content creators and media entrepreneurs are offering an ever-younger and more exposed African audience and whether they are doing this in a way that effectively rivals non-African and traditional media content. Are these digital media revolutionaries tapping into talent and authentic African stories that are often obscured by the mainstream? Does their media content capture, address, and appeal to everyday Africa realities? Or is it pivoted on being as aspirational and Western-centric as prior models?