ABU-RAI DAYS22 DIGITAL TRANSFORMATION – A NEW AGE OF AUDIENCE-LED EVOLUTION DAY 2- 5 July 2022 SUPERPANEL DIALOGUE Transforming Public Service Broadcasting Challenges & opportunities of digital revolution Speakers Of the Panel Marinella Soldi, President RAI (See Photo) Javad Mottaghi, Secretary-General, ABU Noel Curran, Director General, EBU (via zoom) Gregoire Ndjaka, Secretary-General, AUB Iman Brotoseno, President Director TVRI, Indonesia BELOW IS THE PRESENTATION OF MR GREGEOIRE NDJAKA DIRECTOR GENERAL AFRICAN UNION OF BROADCASTING DIGITAL TRANSFORMATION IN AFRICA No Mass Media in the world can operate on the margins of digital transformation. In Africa like in any other continent, Digital Transformation is fast becoming a strategic need for media organizations. The quick progress of technologies have moved the audience marketplace beyond traditional metrics. At the AUB, Member Organizations have understood the need to go digital during these challenging times. Today, they can be identified on the World Wide Web. On the screenshot below, you can see the logo of our Active Members. If you go to AUB’s website and type www.uar-aub.org, on the « Membership » section, just click on any of these logo and you’ll be redirected to the members’ various websites. AUB’s Members are present on popular social networks like Facebook, Twitter, Instagram, Tik Tok, Snaptchat, Telegram, Youtube, etc. Some of them are well positionned with updated pages which gather millions of followers even if others are lagging behind. But if Media organizations think they’ve already completed digital transformation just because they appear on search browsers, then they are wrong ! Progress waits for no one and African consumers develop unprecedented choices in terms of the technologies and platforms that access, produce, and distribute media content for their satisfaction. To remain competitive nowadays, our Radio and TV Channels should not stick on traditionnal broadcasting methods solely. Beyond the mission of collecting, processing and disseminating information, the African Radio and TV Channels are increasingly developing strategies to better promote their content through the web in order to reach a global audience. AUB’s ASSISTANCE TO MEMBER ORGANIZATIONS Conscious of the needs and preoccupations of its Member Organizations, the AUB has developped its own network of content exchange based on Integrated People and Processes Technology (IPP). Equipped with a hybrid cloud computing infrastructure, the platform allows for the exchange of audio and video contents. It also has a marketplace component integrating AWS systems (for the sale of audiovisual contents). This sustainable solution is adapted to the demand of members who find it difficult to obtain accurate and quality contents for their Televisions. AUB has shaped its platform as a content sharing network which stands as a conducive common place through which participants can obtain credible information on the happenings of the continent. Furthermore, the AUB is in the process of developping its own OTT (Over-the-top) platform with the aim of creating a common content distribution framework that will contribute to the real digital transformation of its members. Traditionally, video broadcasting was accessible on a television set via satellite or cable. However, with an OTT broadcasting setup, viewers will have the possibility to go with an internet-enabled smart TV, smartphone, tablet, laptop, or computer. DIFFICULTIES Despite these promission solutions, African broadcasters are going through many difficulties : Lack of appropriate technical infrastructure for the creation of web content Insufficent bandwidth which does not allow for the download and airing of high quality programs to a wide audience Poor internet oureach in rural areas Difficulties in data storage Lack of audience studies to adapt programs to the youths’ aspirations Lack of personnel with mastery of the new professions offered by the digital world Lack of staff dedicated to digital professions Lack of communication strategies adapted to promote digital content Lack of skills on copyright and intellectual protection of audiovisual contents ditributed online. PERSPECTIVES We encourage audience Research (studies) to adapt programs to young audiences ; Train staff dedicated to digital professions ; Adapt communication strategies to promote digital content ; Provide opportunities for broadcasters to ratify the draft WIPO treaty on the protection of broadcasting organizations. Thank you for your kind attention ! Download Agenda AUB CEO Presentation