Digital Migration - Are We Ready?

The media landscape in Africa is constantly evolving, and one of the most significant changes is the ongoing digital transition from analogue to digital TV.

Presented at the PAMRO conference in Tanzania, this presentation discusses the opportunities to Kenya’s digital migration and the challenges it presents to stakeholders. Current strategies for overcoming the digital divide do not necessarily address the underlying gaps, which range from affordability to usage and relevance of content.


To enable digital TV viewing, Africans have to acquire a set-top box that costs approximately USD20 to USD70. Despite 79% of Kenyans being aware of the TV digital migration, a 71% majority of them do not own a set top box. Of those without a set top box, 65% say they are planning to buy one, with 49% stating it will be “when I have the money/can afford it”.


Highlights of the presentation include:

  • A global overview
  • The steps to digital migration in Kenya so far
  • Public awareness of digital migration and set top box ownership
  • The role of the government, including brief case studies of how other governments globally have supported digital migration
  • Benefits, opportunities and limitations
  • The future of digital


Think About This:

  • Over 40% of traffic to YouTube videos is now via a mobile device
  • TV viewers say they regularly cannot find anything they want to watch
  • Amount of video consumed on mobile devices is only likely to rise.


We need to understand how media houses and advertisers are responding to the emerging opportunities and threats.


The future:

  • No more channels: Most viewers will watch customized on-demand streams or they will access unlimited content from available libraries using powerful search/recommendation engines.
  • Kiss the Remote Goodbye: Consumers will use natural language, gestures and adjunct devices such as smartphones and iPads to interact with their TVs as easily as they do with another person.
  • Ads Get Personal: Majority of ads will be contextual, highly interactive and more targeted to each view
  • Don't Just Watch—Get Involved: The current consumer media interaction trend across different modalities: games, social media, and other arenas will gain momentum and consumers will interact with certain TV content even more seamlessly and often.
  • Watch Together, Virtually: TV will be an enabler of social interaction, encouraging group participation at home with remote friends and family.
  • Your TV Follows You: Content will be instantaneously accessible anywhere. Consumers will no longer be tethered to a particular device or network, and there will be limited ties to time
  • “Regular Joes” Go Hollywood: Semiprofessional and amateur film and TV-making will flourish and decentralized methods to create, fund, and deliver content to the mass market will thrive.
  • Creation Goes Viral: Content creators are always looking for ways to stay fresh and in sync with the pulse of the consumer. One of the best ways to do this is to invite consumers directly into the process.

Media & Brand Communication