To support the digital transition in French-speaking sub-Saharan Africa, Médiamétrie and Omedia are publishing the results of the first digital Terrestrial TV barometer in Africa, covering Ivory Coast, Gabon, Mali and Senegal.
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. Senegalese audiences are already receiving the digital terrestrial TV signal. Ivory Coast initiated the migration to digital at the end of 2016 by granting licenses to four private TV operators.
Although in Ivory Coast only 12 per cent of the population is aware of digital TV (7 per cent at the end of 2017), almost 82 per cent of that group intend to acquire digital equipment.
In Mali and Gabon, where 55 per cent and nearly 80 per cent of the populations are aware of digital TV, the intention rates are as high as 95 per cent and over 83 per cent respectively in the two countries.
Finally in Senegal, a country where digital TV is already well-established and where 93.3 per cent of people are aware of this technology (over 21 per cent of them already have equipment), another 54.4 per cent intend to migrate to DTT.
“The contrasts in these different country results clearly indicate that public information campaigns are essential: the awareness of digital TV and its advantages is a prerequisite in encouraging the public to get equipped,” said Arnaud Annebicque, Director of Business Development at Médiamétrie.
This is why in each country, the barometer measures the perception of digital TV held by the general public (its reputation and advantages), as well as the digital equipment needs of the population.
“This new barometer is one of a kind and allows market stakeholders: media, agencies, and advertisers to grasp the nature and challenges of the digital transition in a rapidly changing audio-visual landscape,” added Christophe Gondry, Managing Partner of Omedia.