ED’S NOTE
W
hat is happening in the television space right now is reminiscent of those first crazy years when the onset of digital publishing and advertising fractured the print sector. New and shiny technologies turned the age-old business upside down. Massive investment was required to keep pace, while revenues took a hit as advertising moved online – and cost much less. New skills were needed across the board. And then there was the question of measurement, something that still preoccupies the publishing sector, although bodies such as the Publisher Research Council of South Africa and the Interactive Advertising Bureau of South Africa have made huge strides in this field. Cut to 2021 and the world of television. Streaming and over the top services have seen significant increases in audiences (not least due to the pandemic), while linear television has taken a knock globally. And, like the print sector, advertising has taken a hit, as most streamers don’t offer traditional advertising. Hence, advertising-funded programming is increasing, as is integration and product placement within exclusively streamed shows, offering creative and innovative means to increase revenues. Of course, with the SABC servicing millions of South Africans, linear television is far from over here. But with digital terrestrial television finally becoming a reality, this too will change the SABC’s – and other broadcasters’ – current reality. The upturned television industry has also to measure audiences and engagement to deliver return on investment to advertisers. With viewers in a single household watching different shows on different streamers or on television, and using multiple ‘screens’ or devices, to do so presents challenges. South Africans, for example, tend to use mobile devices to watch streaming content. The good news is South Africa is not far behind, as Nielsen Media’s Terry Murphy and the BRC’s Gary Whitaker explain in our streaming update. We’ve also explored the world of telenovelas, and commercial integration into these hugely popular shows, highlighted by the number of SAFTA awards the genre received recently. We’ve asked top media owner sales heads to share how they’re managing to work in an almost virtual world. We have stories on how a special sports influencer agency is helping sports stars monetise their digital presence, and how telcos can help brands tap into mobile advertising. We’ve taken an expert look into why transparency in digital advertising across Africa is so important. The Media. Got to love it. Glenda
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PUBLISHED BY Arena Holdings Hill on Empire, 16 Empire Road (cnr Hillside Road) Parktown Johannesburg 2193 Postal Address: PO Box 1746 Saxonwold Johannesburg 2193 Telephone: 011 280 3000 EDITORIAL Editor: Glenda Nevill glenda.nevill@cybersmart.co.za Content Manager: Raina Julies rainaj@picasso.co.za Sub-Editor: Anthony Sharpe Content Co-ordinator: Vanessa Payne Contributors: Natalie Botha, Monique Claassen, Julian Jordaan, Deon Lourens, Donald Mokgale, Ato Mokwena, Stewart Morrison, Nomsa Philiso, Daren Poole, Mike Sharman DESIGN Head of Design: Jayne Macé-Ferguson Senior Designer: Anja Hagenbuch Advert Designer: Bulelwa Sotashe Cover Image: Deon Lourens SALES Sales Manager: Tarin-Lee Watts twatts@themediaonline.co.za 079 504 7729 Sales Administrator: Neesha Klaaste PRODUCTION Production Editor: Shamiela Brenner MANAGEMENT General Manager, Magazines: Jocelyne Bayer Copyright: The Media. No portion of this magazine may be reproduced in any form without written consent of the publisher. The publisher is not responsible for unsolicited material. The Media is published by Arena Holdings. The opinions expressed are not necessarily those of Arena Holdings. All advertisements/advertorials have been paid for and therefore do not carry any endorsement by the publisher.
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