DISBOOK - The Africa 2012 Edition - (Page 103)

Tr e n d s a n d b u si n e ss - Disbook AfricA 2012 tunities for us in Mozambique. And, of course, Kenya is a vibrant market that is growing in importance to us in terms of pick-up business. Although a lot of our shows are on DStv, which tends to limit pick-up opportunities, it is a side of our business that is growing and we have recently made sales in Uganda and Namibia.” If Rapid Blue’s business has been changing over the past few years then, says Irvine, so too has Africa’s format business. “Three years ago,” he recalls, “the format business was relatively new to Africa, and it was structured around major sponsors, mobile operators, banks, etc., who, of course, wanted the major global successes of IDOL, MILLIONAIRE and such. But that is now changing, partly because there is a better understanding of formats, and partly because we are now selling smarter. Now we urge brands to be more than just sponsors, and to integrate their brand and leverage around the show.” Irvine has no doubt that this is the way forward. “Producing television,” he observes, “isn’t cheap, and branded entertainment offers great and measurable ROI. With the lack of commissions in so many African countries, producers have to go to brands and be able to demonstrate what they will get for their money. Also,” he continues, “one of the key issues in Africa at the moment is that marketers here are realising, as they have done in the US and Europe, that the 30 second ad spot simply isn’t getting the traction that it once did, largely because of the changing way in which audiences consume content. Branded entertainment is definitely the way to counter this—it is the future.” Unsurprisingly, Irvine is determined that Rapid Blue should play a major role in that future, pointing out, “Rapid Blue, as a privately owned company, has been running for nineteen years, and because of the great quality or work we do, we have developed incredibly good relations with international and African broadcasters, media agencies and distributors, and all of these relationships have stood the test of time because we produce high quality, award-winning television. We create shows that deliver audiences for broadcasters and exceed brand or sales targets for the advertisers we work with. We also create funding vehicles for almost all the broadcasters we work for that assist them to achieve their revenue targets and build for the future.” pictured rapid Blue’s headquarters, situated in randburg, Johannesburg. The company, with two new divisions and new studios in Nigeria, is the biggest producer of television formats across Africa. 103 

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

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