Five quick wins
African broadcast 2024
1. Reduce file size
Offer packages at a lower resolution to reduce file download demands.
Our research showed download costs were a significant barrier.
2. Foster talent
Invest time into recruiting and supporting the right commentators.
Our research showed that team consisting of a specialist in sports reporting and a reporter with lived experience of disability worked well, ideally both of African origin.
3. Chunk packages
Provide the packages in smaller ‘chunks’ (approx. 15 mins) to encourage local broadcasters to add in their own stories and features in-between segments.
Provide promo packages in advance.
4. Offer flexibility
Offer versions of the packages without commentary, alongside notes to support local commentators (sports, events, athletes, etc.) to do their own voiceover.
Local language commentary was found to significantly enhance engagement and relatability.
5. Seek new partners
Approach commercial FTA broadcasters about how they would treat the package if they were given it for free, including multiplatforming.
Our research showed that commercial stations were interested, and state broadcasters can be off-putting to some audiences due to their political status.