SUB-SAHARAN AFRICA

DISCOP NAIROBI MARKETPLACE OVERVIEW

Most of these countries have suffered from last year’s slowdown, but healthy growth in advertising expenditures is expected in 2010 (2,3%) with television attracting over half of the media-buying investments while in Western countries, television advertising only accounts for 30% of all advertising budgets.

A fast-paced digital switchover process, the emergence of viable IPTV models, the staying power of more than four thousand TV Stations, prove that the countries covered by DISCOP NAIROBI are now moving to their next phase of maturity.

Since the early 90s, Radio and Television broadcasting in Africa has slowly seen a departure from the government controlled model. It is only in the past 5 years, however, that the region saw impressive growth in the number of TV sets owned, as well as in the number of television channels available, drawing the attention of international media players as a top emerging territory.

A new African television landscape.

The new African television market consists of over 400 television channels and some 50 major pay-television services providers, headed by market leaders South African Multichoice and French Canalsat Horizons.

80% of television channels in sub-Saharan Africa are run by private broadcasters, and in a few countries - such as Kenya, Tanzania, Uganda or Senegal, state broadcasters are no longer in the dominant position in terms of audience share and advertising revenues. And although imported content still dominates African TV stations programming, we are seeing a surge in local productions for regional programming and the rise of the Nollywood phenomenon, only second to Bollywood in the number of films produced.

South Africa and Kenya were the first to start the process of digital transition in December 2009, and most governments are currently analyzing projects to cease analogue transmission. This gives Africa tremendous potential, and represents a revolutionary way to bring more TV channels and new media platforms to the continent.

The combined population of the 47 sub-Saharan countries covered by DISCOP NAIROBI comprises of over 840 million people. TV ownership remains low compared to other continents, but the current levels (over 40% in 20 sub-Saharan Africa countries) are quickly rising.

COUNTRY	POPULATION	TV HOUSEHOLDS	MOBILE SUBSCRIBERS
Angola	13 068 161	500 000	8 109 000
Benin	9 056 010	170 000	5 033 000
Botswana	2 029 876	140 000	1 874 000
Burkina Faso	16 241 811	250 000	3 299 000
Burundi	9 863 117	320 000	838 400
Cameroon	19 294 149	780 000	7 397 000
Cape Verde	508 660	55 000	277 700
Central African Republic	4 844 927	250 000	154 000
Chad	10 543 464	55 000	2 686 000
Comoros	773 407	22 000	100 000
Congo Brazzaville	4 125 916	160 000	2 171 000
Côte d'Ivoire	21 058 798	1 500 000	13 346 000
Democratic Republic of Congo	70 916 439	N/A	10 163 000
Djibouti	740 528	56 000	128 000
Equatorial Guinea	650 702	15 000	445 000
Eritrea	5 792 984	120 000	141 100
Ethiopia	88 013 491	800 000	4 052 000
Gabon	1 545 225	300 000	1 373 000
Gambia	1 824 158	130 000	1 433 000
Ghana	24 339 838	3 000 000	15 109 000
Ghinea	10 324 025	110 000	5 607 000
Ghinea Bissau	1 565 126	N/A	560 300
Kenya	40 046 566	4 000 000	19 365 000
Lesotho	1 919 552	70 000	581 000
Liberia	3 685 076	70 000	842 000
Madagascar	20 653 556	325 000	5 997 000
Malawi	15 447 500	125 000	2 400 000
Mali	13 796 354	150 000	3 742 000
Mauritius	1 294 104	350 000	1 087 000
Mozambique	22 061 450	4 400 000	5 971 000
Namibia	2 128 470	100 000	1 217 000
Niger	15 878 270	153 000	2 599 000
Nigeria	152 217 341	7 000 000	73 099 000
Rwanda	11 055 976	65 000	2 429 000
Sao Tome and Principe	212 679	23 000	64 000
Senegal	14 086 103	1 000 000	6 902 000
Seychelles	88 340	20 000	92 300
Sierra Leone	5 245 695	70 000	1 160 000
Somalia	10 112 453	150 000	641 000
South Africa	49 109 107	9 000 000	46 436 000
Sudan	41 980 182	2 400 000	15 340 000
Swaziland	1 354 051	30 000	656 000
Tanzania	41 892 895	1 500 000	17 677 000
Togo	6 019 877	80 000	2 187 000
Uganda	33 398 682	1 000 000	9 384 000
Zambia	12 056 923	700 000	4 407 000
Zimbabwe	11 651 858	780 000	2 991 000
TOTAL	844 513 902	44 204 000	311 562 800