Friday, October 31, 2008

Online media seen as Kenya’s next advertising frontier

The Kenyan media landscape is no longer what it was in the 1990s; holding a television screen in your palm is now a reality; Internet continuously keeps online readers updated with breaking news, everywhere we turn, there is news. The digital era has led to renewed competition, as consumers look for comfort and speed.

Business Daily Africa reported that after many years of trailblazing modern media, television globally seems threatened; especially the free-to-air that heavily relies on advertising to survive.

Despite having not felt the heat of changing fortunes in the global TV industry, media houses in Kenya are pondering on what to do when the alternative media finally makes its impact in Africa.

Last month, more than 200 African broadcasters and filmmakers met in Nairobi to discuss their fate in the imminent digital shift.
One of the hottest issues was adspend in the digital era.

Even though David Campbell, the producer of television drama Makutano/Junction is convinced that advertising on TV makes more sense— in comparison to the other Kenyan media— global statistics on where advertisers are spending more of their money seem to indicate otherwise. Globally, the big money has shifted to online media.

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