africa2_africa 30/10/2013 09:34 Page 9
entrepreneurs
who have done
well in their new
countries want
to leverage their
wealth to
become broadcasters.
Reaching out to
others from their
own diaspora
with content,
they create new
markets and
develop channels
creating bridges
between their
old and new
worlds.
l As a provider of End-to-End
TV and radio distribution services through satellite and cable,
ECS builds end-to-end solutions serving both communities.
In a world of opportunities
opening to immigrants and
emigrants, we find broadcasters
are ready to commit resources
to reach specific audiences in
which their content will find
resonance. We understand that
the way the people access content is not the same everywhere
and that differences exist
between countries and even
between various regions within
a country.
l Driving this model are three
trends: First, immigrants seek
news, entertainment, sports
and culture from home. Using
social networks, TV and
Internet broadcasts they look
for a connection to home. This
makes TV an attractive audience for advertisers especially
from their home market.
l Second, immigrants create
their own channels to serve
joint interests. These ventures
can be based either in the
homeland (in partnerships with
those living outside the country
of origin) or in the new areas or
regions in which they live.
l Marrying
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