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Day One Tuesday, 28 October 2008
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8am | Registration and welcome refreshments
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8.30am | Chairperson’s opening remarks |
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| INDUSTRY OUTLOOK: MEDIA INNOVATION IN AFRICA |
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8.45am | Keynote address: Becoming a leader in the broadcasting arena
- Current dynamics in the broadcasting arena
- Who are the new stakeholders – is there room for more players?
- How is technology redefining media?
- Developing multi-platform distribution capabilities
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9.15am | Keynote address: Finding the hidden treasure in Africa – cross media success story
- Discovering the secrets behind a successful cross media strategy
- Finding your pot of gold
- How to stop becoming a commodity
- Exploring a digital media business model
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9.45am | “New Media in Africa - yesterday, today and tomorrow”
- Sharing key points from a successful business strategy
- Evolution of hardware and software – how do we remain competitive?
- What does the future of media in Africa look like?
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10.15am | Morning refreshments
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10.45am | New Individual Television experience
- How the television experiences is changing from passive surfing to full interactive TV, accessed over multiple platforms: TV, mobile phones and PCs.
- TV and what is happening in Africa
Jason Lobel, Director: Media Accounts
Ericsson Market unit sub-Saharan Africa
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| TELEVISION: BROADCAST, SATELLITE AND CABLE |
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11.15am | Panel discussion: Innovations impacting broadcast advancement – focus on North
- Update on latest developments impacting the broadcast landscape
- Penetrating the African market – what still needs to be done?
- Satellite and technology advancements
- Maintaining the balance between public and private broadcasting
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| | Confirmed: Mr Allieu M Shaw, President & General Manager, Executive Producer, ABC Television - Sierra Leone Confirmed: Mr Modou S Taa, Managing Director, Premium TV Network, The Gambia Mr Ed Hall, Chief Executive Officer, Canis Media Group
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12pm | Trends in broadcasting: free TV the inconvenient truth for Pay TV
- Exploring successful revenue models
- Can we create co-operation between subscription, public & free-to- air?
- Is there room for more players?
- What are the opportunities arising from new technology coming into play?
- Options for future development – what’s next for Pay TV?
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12.30pm | Networking luncheon
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1.30pm | Panel discussion: Innovations impacting development of broadcasting – focus on East and South Africa
- Update on latest developments and key issues affecting broadcasters
- Penetrating the African market – what still needs to be done?
- Maintaining the balance between public and private broadcasting
- Becoming internationally competitive and pinpointing the milestones
- Sustaining the right growth
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| | Confirmed: Mr Prem Seebaluck, Advisor of Broadcast Engineering, Mauritius Broadcast Corporation
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2.15pm | Afternoon refreshments and speed networking
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| EASING THROUGH THE LEGISLATION
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2.45pm | The role of regulation in a convergent media and broadcasting landscape
- Where does government fit in?
- What are the current problem areas?
- Ownership of media in Africa, where are the boundaries?
- Creating laws that enhance the development and growth of media in Africa
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| RADIO IN AFRICA: A LOOK INTO THE FUTURE |
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3.15pm | The future of Radio Broadcasting in a digital world
- The evolution from radio station to a multimedia company
- The impact of technology on consumer habits
- Key tips for staying ahead of the pack
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3.45pm | Panel discussion: Exploring the impact of
technology on radio and the music industry
- What is the state of radio in Africa at the moment?
- How will technology affect the industry?
- What do we need to do to remain competitive?
- How can radio translate the new technology into revenue generating models?
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5.15pm | Chairperson’s closing remarks and close of day one
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Day Two Wednesday, 29 October 2008
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8.30am | Chairperson's opening remarks
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| PAVING THE ROAD AHEAD: NEW TECHNOLOGY PLATFORMS |
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8.45am | Opening keynote: IPTV and Mobile TV penetration in Africa
- Successful implementation of IPTV – What are the benefits?
- Current deployment of IPTV in Africa
- Customer uptake of digital TV sets and set-top boxes (STBs)
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9.15am | The Case for Change
- Liberalisation vs Nationalisation - with many new channels and radio stations are being licensed, opportunities for entrepreneurs and new businesses are being created but why is there political resistance to this change?
- Getting Regulation Right - Are new, private broadcasters able to operate freely and fairly? Do policy rules and restrictions inhibit their growth e.g. international investment and local content quotas, inefficient business models? Discuss possible new structures based on experience in other countries.
- Africa's Digital Future - For many audiences in Africa, their introduction to TV will be digital. The world of broadcasting will fragment, and broadcasters and programme-makers will be under greater pressure from audiences to deliver quality content - opportunities for broadcasters to enter the market and get on to multichannel platforms.
- Making TV Pay - Creating business models that break even, or generate a profit, is a challenge faced by broadcasters the world over. What particular challenges and opportunities exist for TV entrepreneurs operating in Africa?
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| | Mr Ed Hall, Chief Executive Officer, Canis Media Group
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| CONTENT DEVELOPMENT: PROGRAMMING AND PRODUCTION |
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9.45am | Setting the standards - the new bench mark
- How we can improve our local content and keep raising the bar?
- Do we need to Make programming that is locally relevant and internationally marketable?
- How do we get out of our comfort zones and challenge ourselves to develop and produce content that is African and yet can talk on a global level?
- What are the challenges and the benefits?
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10.15am | Morning refreshments
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10.45am | Panel discussion: The search for relevant content
- Ensuring relevant viewer content in a competitive industry
- Overcoming barriers to local content production
- Creating content for various distribution platforms
- Making content work for various platforms
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| | Confirmed: Mr Joseph Salasini, Director General, Zambian National Broadcasting Corporation
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| REVENUE MODELS AND STRATEGIC PARTNERSHIPS |
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11.30am | Overcoming the obstacles of funding and finance in the African media environment
- What is the current state of funding in African media?
- Establishing a solid business case for partnering
- Examples of successful initiatives and future opportunities
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| | Mr Eddie Mbalo, Chief Executive Officer, National Film and Video Foundation of South Africa
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| SUCCESSFUL MODELS FOR ONLINE MEDIA: MOVING AFRICA FORWARD |
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12pm | Snapshot: reaping the rewards of the online market place
- Online media – cost or profit centres?
- Managing and monetising content on the web
- Competition of online vs. traditional media
- What are the new revenue streams available?
- Logging into the needs of your customer
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| SUSTAINABLE ADVERTISING MODELS |
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12.30pm | Media planning in a converged media landscape
- Do advertisers need to re-think their business models?
- Engaging with the technologically empowered consumer
- Top trends for the digital media company
- Assessing the behaviour of today’s media consumer
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1pm | Networking luncheon
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2pm | 'Un-conference' – things that keep you
awake at night
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2.30pm | Communications planning and the evolving role of agencies
- Effects of media fragmentation on the various players
- Power of new technologies
- Importance of adapting with the customer – whoever they may be
- Advertisers’ response to current dynamics
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3pm | Afternoon refreshments
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3.30pm | Panel discussion: The impact of fragmentation
on the media and advertising industry
- Re-defining the relationship between consumers, advertisers and the media in a fragmented industry
- Quantifying the ROI from the various media platforms
- What is the future of the 30 second ad break?
- Future challenges for advertisers
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| PAY TV LANDSCAPE |
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4pm | Case study: Detailing the plans of ‘Walking on Water’
- What is ‘Walking on Water’ all about
- How will the business model work?
- Opportunities for growth
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4.20pm | Panel discussion: Unbundling recent developments in the Pay TV market
- Overview of recent developments in the market place
- Discussing the ‘must carry must pay’ situation
- Understanding the impact on market share
- What is the practical way forward
- Impact of regulation
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5pm | Chairperson’s closing remarks and close of day two
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Mobile Content Day Thursday, 30 October 2008
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8am | Registration and welcome refreshments
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8.30am | Chairperson’s opening remarks
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| MOBILE MEDIA INNOVATION |
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8.45am | Opening keynote: Maximising on the power of mobile media
- Using mobile as part of your overall media strategy
- DVB-H and competitive technologies – what are the benefits
- Overcoming challenges of offering content to mobile customers
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9.15am | Keynote address: Creating value in the world of mobile
content
- Implementing new media for the mobile screen
- Encouraging user-generated content in Africa
- Assessing penetration in Africa – what is the potential for revenue?
- Is it really about any content on any device?
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| | Ms Emma Kaye, Africa Representative, Mobile Entertainment Forum (Gate 7)
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9.45am | Case study: Successfully launching a terrestrial to mobile
service
- Benefits of mobile-phone-enabled TV content viewing
- What is the technology behind it?
- What does the future have in store?
- Business models for mobile TV
Ashim Morton, Executive Chairman
Black Star TV, Ghana
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10.15am | Morning refreshments
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10.45am | Case study: ‘Soapie’ by cellphone in South Africa
- Exploring the intricacies of a mobi-soap
- Capturing your target audiences – what is the audience response
- Potential advertising revenue from this business model
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11.15am | Panel discussion: Monetisation models – what works and what doesn’t?
- Exploring various business models for mobile media
- What are the technologies driving it?
- Business model for mobile television – ad funded or pay per view
- Who will succeed as owner – hardware vs. content
- Do we take standard TV and ‘morph’ it into mini TV?
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| | Ms Emma Kaye, Africa Representative, Mobile Entertainment Forum (Gate 7)
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| CASE STUDIES – CONNECTING WITH THE MOBILE CUSTOMER |
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12pm | Case study: Live Mobile Football on your phone!
- The growth of mobile internet in Africa
- Is the mobile phone soon to become the advertising medium of choice in Africa
- Touching the soccer passion of African mobile users
- Demo of the Live Mobile Football phenomenon
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12.30pm | Networking luncheon
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1.30pm | Advertising on mobile TV – what business model works
best?
- Context: review of global telecom, TV and advertising markets
- Business model review: how to add advertising to the emerging mobile TV business model
- Outline of crucial elements of mobile TV advertising to drive third party revenues
- Strategic challenges to be addressed by all parties concerned
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2pm | Case study: Exploring the business rationale and strategy for broadcasting on mobile devices
- Overview of Mobile TV deployments in the region
- Making mobile a business of volumes – strategies for mass uptake
- Mobile TV business compared with VAS business opportunity for operators and telcos
- Handsets analysis and road map towards economies of scale
- How to harness advertising revenues for the sustained growth and profitability
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2.30pm | ‘Un-conference’ – things that keep you
awake at night
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3pm | Afternoon refreshments
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| MOBILE MARKETING AND ADVERTISING |
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3.30pm | Case study: Launching a successful mobile campaign the sasko Flour way
- Mobile marketing Sasko Flour case study
- How to make the most of your database
- Exploring the various mobile marketing opportunities available for use
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4pm | Using mobile anytime anywhere – the benefits of mobile technology
- Developments in mobile social networking
- Broadband vs. mobile penetration
- Leveraging social networking to work for mobile content
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4.30pm | Panel discussion: Debating new mobile strategies
- Developing mobi-sites as an extension of business models
- Measuring mobile audiences and turning them into revenue
- Demystifying mobile uptake and usage
- What are specific user habits that we need to be aware of?
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5pm | Chairperson’s closing remarks and close of Mobile
Content Day
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Masterclass I Monday, 27 October 2008
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9am | Understanding audience research to get the most out of your broadcasting strategies
Registration for the masterclass will be at 08:30; the masterclass will commence at 09:00 and conclude at 16:00. Morning and afternoon refreshments, as well as lunch, are scheduled into the day’s proceedings.
Objective
What is the future of broadcasting in Africa and what kind of programming will make the most impact?
Why do some programmes succeed in attracting targeted audiences, and others, which may have cost more, are flops? Why do distributors work in genres? What’s actually happening to audience while they are watching film, TV, theatre or concerts? Do dramas have the same effect on people as sport?
This masterclass will explore how you can make the most out of audience research and come out on top of your game.
Agenda
- Understanding your audience psychology
- Understanding audience demographics
- Research and audience profiling
- Detail how culture affects concepts and treatment
- Use demographics and psychographics
- Exploring the ratings game in Africa & South Africa
- Survey and ratings methods
- How to successfully measure your ratings
- Problem solving your ratings
- Hands-on exercises to put theory into practice
- Unleashing the power of Set Top Box data
About your masterclass presenters
Howard Thomas
Entertainment Psychologist
Busvannah, South Africa
Howard has a degree in economics and political science and has worked in the entertainment industry all his life: as a stage manager in theatre, production manager in films, actuality broadcast television
producer, corporate video producer and trainer. He writes, trains and lectures extensively on all aspects of media, specialising in the psychology of entertainment. For the past three years he has operated on his own as a media researcher, business strategist and trainer in many African countries. He is a qualified assessor and possesses a number of trainer certificates. He is fully accredited by the MAPPPSETA, and has the City and Guilds International Diploma in Education and Training.
George Waititu
Group Managing Director
Steadman Group, Kenya
George is Group Managing Director of the Steadman Group Kenya. This organsation has gained recognition in various ways. They were the first research agency in sub-Saharan Africa to be ISO 9001: 2000 ccredited
and is the industry supplier of Audience Measurement data in Kenya. In 2006 they were were awarded a “Company of the year Award for Innovation”. In 2005 they received the SAMRA Eddie Schultze Award for their contribution to research methodologies in Africa.
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Masterclass II Friday, 31 October 2008
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9am | Implementing a multimedia campaign
Registration for the masterclass will be at 08:30; the masterclass will commence at 09:00 and conclude at 16:00. Morning and afternoon refreshments, as well as lunch, are scheduled into the day’s proceedings.
Objective
The digital era is exploding with potential and it cannot be ignored by any advertising agency or client who wants to flourish in the future. In order to build brand space in this new age, agencies need to understand the market behaviour and make the most of the new mobile era. What kinds of messages are best suited for the digital media and how do you use the digital age to your advantage.
This masterclass will help you understand all this and more and help you understand how to implement a multimedia campaign in your organisation.
Agenda
- Overcoming traditional advertising barriers
- Looking at mobile marketing in your organisation
- Ensuring your mobile campaign hits your target
- Implementing successful mobile campaign
- Understanding how to choose the correct digital content
- How to develop your mobi-site
- Practical case studies and demonstrations
About your masterclass presenter
Eddie Groenewald
Chief Executive Officer
Multimedia Solutions, South Africa
Eddie Groenewald is the CEO of mobile marketing company Multimedia Solutions ( www.multimediasolutions.co.za). He has 18
years experience in the telecoms industry, of which more than a decade has been in the mobile sector. He is responsible for driving multimedia solutions business strategy both locally and internationally.
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