Africa Market Briefing 2013 - Page 11

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 the ???????)??????????)??????????)??????????????????????)????????????????????????)?????????????????????)??????? L??????????)?????????????????????????)???????????????????)?????????()%?????????) ???????1?????)??????????????)?????????????????)?????????????????()??????????????????)?????)??M????????????????????????????????????????????)?????????????????????)????????????????????????)???????????????????????)??????????????????????????)!???????????????????????)??????????Q?????????????)??????????????????????)??????????????????????????????????????????????)%AQX?????????????????)???????????????????)??????????????????????)?????M???????????????????????????????????????)QX??????????????????)?????????????????Q???????)???????????????????????=???(????????????????????????????)QX????????????????????)????????????????M????)???????????????????????)??????????QX????????)???????????????????QX?)??=???????????????????????????????????????????(????????????QX?????????)???????????????????????)????????????????????????????????????????????? ?????)??????????5?? ??????????)????i@??????? ?????????)?????????????????????)???%??????=???????????)M??Q???????? ??????????()??????????????????????)???????????????]????????)9????????????????????????)??????????????????????????)?????????????????????????)?????????????????????????)???????????)??Q??????????????????????)?????????????????????????)???????????????????????)??????????????????????)??????????????????????????)??????????????????????]????)QP??????????????????????)???????????????9??????)M??????????Q?????????)-?????????????????????)??????????????????????)?????????????????????????????????????????????)???????????????M?????????)???????????????????????)????????????????????????)????????????????????????)???????????????????????)??????????????????????)???????????????????????)??=???????????????????)?????????????????????)???????M