DISBOOK - The Africa 2012 Edition - (Page 101)

Tr e n d s a n d b u si n e ss - Disbook AfricA 2012 The century of formats As the format increasingly becomes the currency of the present day international television market, it is also becoming a liberating force. No longer is this a market dominated by the US, UK and Netherlands. Hugely successful formats are emerging from an ever-growing number of countries that had hitherto not troubled headline writers. discop AfricA sees no reason why African countries should not join this growing list. duncan irvine, cEo of south African production house rapid Blue, and the continent’s undisputed king of the format, agrees. We profile his company. Rapid Blue has dominated the format business in South Africa for many years, working with global giants such as Fremantle, BBC Worldwide and ITV Studios Global Entertainment, and is now the biggest producer of television formats across Africa. They also produce more prime time entertainment and reality programming than any other production company on the continent. In terms of television formats, Rapid Blue covers the whole gamut, not only producing the biggest and best formats such as, SA’S GOT TALENT, STRICTLY COME DANCING, IDOLS, CRAZY GAMES, DON’T FORGET THE LYRICS, SO YOU THINK YOU CAN DANCE, etc., but also producing daytime and prime access hits such as, COME DINE WITH ME, WHO DO YOU THINK YOU ARE?, THE WEAKEST LINK etc. Additionally, Rapid Blue has also created and co-created smash hit formats ranging from ELITE OPS, SOKKA KINGS, UP & UNDER and many, many more. In addition to this production experience, Rapid Blue also specialises in multiple funding mechanics to assist in funding television projects, series and programming blocks. Working very closely with media agencies, creative agencies, co-producers and media funding from outside Africa amongst others, almost all Rapid Blue productions are either partly or fully funded by a combination of cutting-edge funding mechanisms, all designed to help broadcasters fill their schedules with great programming, while also working with brands to ensure that they reach the consumers in the most elegant and compelling manner. Rapid Blue has optimised the brand integration model and this is a model they can deliver for all of their clients. CEO Duncan Irvine is clear that, “No other production company that we are aware of has this media and advertiser funding expertise in house, especially with links into media groups outside of Africa.” Emphasising the importance of this expertise, Irvine goes on to caution, “The media model is changing, for broadcasters and for advertisers, and it is changing in a world where there needs to be more accountability. We live in an ever-changing media landscape in which advertisers are finding it more difficult to communicate with their consumers. The proliferation of communication channels has fragmented audiences and forced brands to build engaging relationships with consumers by integrating marketing into the things that people want to see and do by creating communication relevant to the lives and interests of target audiences. Branded content has the ability to do this effortlessly—it can drive the engagement around the personality of the brand. Branded content,” continues Irvine, “creates new and innovative ways for brands to connect with the consumer. Successful branded content will interconnect personal stories and brand stories in an organic and natural way. It identifies and connects to the passion points of the consumer. Most brands,” he insists, “have moved away from the need to simply create awareness; the next level is to move to greater affinity, engagement and ultimately advocacy from their consumers, so that they will also recommend the brand to friends and family.” While Irvine acknowledges that, “Budgets, for both brands and broadcasters, are constantly under pressure,” he sees this as an even greater argument for branded content, insisting, “Branded content has created an opportunity for brands and broadcasters 101

Table of Contents for the Digital Edition of DISBOOK - The Africa 2012 Edition

Cover
Foreword - Welcome to Johannesburg!
Content
Conference Program
- English Version
- Version Française
Joburg Vibes
- Street Talks
- Drum Archive
- Made in Maboneng
- The Bioscope
- Faces
First Look
- Watercolors of love - Siri
- Mooz-Lum - Meet the Adebanjo’s
- Irrational Heart - Destiny River
- City of Men - Black hands
Trends & Business
- Made in Africa / Made for Africa
- The titans of laamb
- Inside «Inside Story»
- Ecology of african audiovisual content industry
- Gems from the namibian film collection
- The century of formats
- Great formats will come from Africa
- Partners wanted
- How many people (really) watch TV in Africa?
- Voulez-vous coucher avec moi ?
- Africa’s digital switchover is coming - The question is when ?
- Intelsat’s epic
- China in Africa
- Zee : from a to z
- The Brazilians are coming !
- Against all odds
- Discover Discovery in Africa at Discop Africa
- Television with a purpose - A detailed look at educational television
- Branded Entertainment
- Hot docs-Blue ice, a unique opportunity for African documentary makers
- A solution to Africa’s thorny problem of dubbing costs
- Mission statement
Country report
- ALGERIA
- ANGOLA
- BENIN
- BOSTWANA
- BURKINA FASO
- BURUNDI
- CABO VERDE
- CAMEROON
- CENTRAL AFRICAN REPUBLIC
- CHAD
- COMOROS
- DEMOCRATIC REPUBLIC OF CONGO
- DJIBOUTI
- EGYPT
- EQUATORIAL GUINEA
- ERITREA
- ETHIOPIA
- GABON
- GAMBIA
- GHANA
- GUINEA BISSAU
- GUINEA CONAKRY
- IVORY COAST / CÔTE D'IVOIRE
- KENYA
- LESOTHO
- LIBERIA
- LYBIA
- MADAGASCAR
- MALAWI
- MALI
- MAURITANIA
- MAURITIUS
- MOROCCO
- MOZAMBIQUE
- NAMIBIA
- NIGER
- NIGERIA
- REPUBLIC OF THE CONGO
- RWANDA
- SAO TOME AND PRINCIPE
- SIERRA LEONE
- SENEGAL
- SEYCHELLES
- SOMALIA
- SOUTH AFRICA
- SOUTH SUDAN
- SUDAN
- SWAZILAND
- TANZANIA
- TOGO
- TUNISIA
- UGANDA
- ZAMBIA
- ZIMBABWE
Speakers
Participants
Index Advertisers

DISBOOK - The Africa 2012 Edition

http://www.nxtbook.fr/newpress/Discop-Africa-2012/Disbook_The_Africa_2012_Edition
http://www.nxtbook.fr/newpress/Discop-Africa-2012/Preview_Program_N2
https://www.nxtbookmedia.com