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Three questions, three answers: Santokh Singh

Santokh Singh Ram Singh, the managing director of Ghana's MultiTV, speaks to DW about Africa's digital future. He is one of the confirmed speakers who will be attending the DW Global Media Forum 2019.

Accra
Ghana's capital Accra is moving fast into the digital ageImage: Imago/photothek/T. Imo

What challenges do traditional media organizations face in competition with digital businesses like Netflix and Amazon Prime?

Prior to the digital revolution, the main challenges that were affecting the traditional media in their ecosystems were the relationship between the broadcasters and their audiences. That control over what is shown and consumed by audience has, however, long shifted.

Santokh Singh Ram Singh
MultiTV managing director Santokh Singh believes that the digital age will bring new opportunities to all sectors of the African economy Image: privat

Content that used to be consumed by a larger group is no longer relevant as each market segment now demands its own unique content that caters to their needs and preferences. The traditional content delivery model of "one to many" now has been transformed to "one to one."

With this, the aggregation of large numbers of audiences is becoming impossible – especially if you are running an advertising revenue based business model. This requires new solutions. For example, we at MultiTV have our content streamed in traditional TV formats but also as MobileTV, IPTV, on social media platforms, as online streaming and others.

What kind of new business models do you see succeeding in Africa in coming years?

Looking at the industry and the emergence of technologies that drive content consumption, Africa is the right platform to accommodate this wave. Apart from our own Digital Media platforms like IPTV, VOD, Mobile TV, there are opportunities for local content production companies.

I also expect the emergence of institutions to feed into local production companies including graphics designers, scriptwriters, video editors, cameramen, and sound engineers. Though these businesses do currently exist already, they do not have the right infrastructure and resources to perform to the standards of the developed countries.

What opportunities does the digital future hold for the African continent?

The sale of local content to bigger platforms like Netflix and YouTube will help the African continent immensely with generating revenue. The expansion of digital platforms will also help develop businesses which will help cut unemployment s in various African countries. There will also be opportunities to build alliances with global production companies, which will bring investments that will help with the economic development of various African countries. This is about so much more than just digital content.

Peter Limbourg, Intendant
DW's director-general, Peter Limbourg, is seeking new partnerships across Africa, including Ghana Image: DW

The entire digital industry makes it possible for consumers not to access content on their mobile phones, but to also take part in the generation of news. The public now has the ability to express their views live on various digital platforms right from their homes or where ever they are, using services such as LiveU and TVU.

The digital age bears countless opportunities for Africa. Above all, it will help establish a healthy sense of competition that will develop this continent in all sectors beyond just the media, from agriculture all the way to school curricula.