The communication and information Act 2013 brought by it a raft of measures in the communication industry. Late 2014, the Communications Authority of Kenya released targets for broadcasters to meet set terms threshold levels of local content.  As set on yearly basis, 40% by June 2015, 50% by June 2016 and 60% by June 2018.

Broadcasters have given foreign content priority over the years, and as a result suppressing the growth of talent and skills in the Kenyan market. The government has for long lost revenue caused by the imbalances in television content. Digital migration process having been concluded, the government envisions that local content will flood the industry with plans underway to direct TV broadcasters increase the transmission ratio of local content to 60 percent. To ensure compliance, the government has promised to have penalties applied to ensure local content is given priority by the companies which will in turn stabilize performance of the industry.

In view of the migration, what are the opportunities and challenges brought about in Kenya? It is real; the migration has taken place and with it, there is mixed expectations for the stakeholders. Government, content creators, broadcasters, distributors, consumers and others, present and hold the key to foster the growth of the sector. To begin with, it is a laudable step to have migrated within the set timelines, which is a milestone in itself. Above all, content holds the key in enabling a sound broadcasting industry. It is sound for every player to define their space in programming and define a niche for survival.

Content is now being defined on informed decisions and its envisioned play as a key factor to which the interest of audience and the market demands. Competition in this field is also expected to get tighter as more players enter the market. As a result, this will lead to improvement in the quality of services offered of which for a longtime have been wanting. In essence, television services providers that will be able to innovate and come up with better programming will carry the day and grow their viewership. Competition may also lead to price cuts especially on the pay television platforms. As a result, the customers will end up as key gainers as they will have options arising from multi-channels, hence much freedom to choose.

For the investors, the migration has made it easier and cheaper to put up their own stations, given that; it is now easier as compared to before. Prior to the migration, one would need to have to set up equipment or transmitters, especially if you wanted set up across the country. The migration has resulted to an optimal utilization of the transmission infrastructure with more channels which translates to the need for more content which would result in more jobs in the sector especially for actors and producers. It is now obvious that each station want to appeal to its audience in the best way possible. Sourcing for content is creating opportunities for the youth in the industry.

The country expects an increase in the number of players in broadcasting. What the coming on-air of more stations, translates to more opportunities for the industry, and in this instance independent content productions and a boom in the creative industry. These sectors have, over the years, received very little funding support and had very few options for the airing of local content, as the country had very few licensed broadcasters. However, there are other considerations to be made so that the country harnesses fully the ‘opening up of the airwaves’, and realizes professional, diverse and fully –fledged local content in Kenyan broadcasts.

Current broadcasting industry, very few independent productions are aired on Kenyan television, a reflection of the challenges shared. These include among other issues, the stringent commissioning conditions and editorial control and quality of productions, as set by the broadcasting entities. The challenges the industry may face in meeting its obligatory quota will definitely filter down to the new television broadcasting players. At this juncture what is required is diversity in television production to include a variation in content for documentaries, diversity in language use in sitcoms, diversity in socio economic and political issues in drama and even exploring reality TV that genuinely reflects Kenyan day to day experiences.

The digital migration process has brought with it the possibility for more channels for both radio and television, and this is because digital broadcast signals can be compressed and offer more channels for programming in the freed up spectrum that previously was only able to transmit a single analogue channel.

Timothy Owase a film industry practitioner, and a Marketing and Communications professional.

Call: 0722283967

Email: timothy.owase@live.com

 

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