Broadcasting Services

BBC World Service To Increase Its Africa Audience With Six New Languages

Over the past five years, BBC’s World Service has invested millions in broadcast in Africa.

In an interview with Balancing Act Africa, Mary Lusiba, the Head of Business Development, Africa at BBC World Service, spoke about the broadcaster’s achievements so far as well as future plans.

Lusiba said that a significant amount of money would still be spent on Africa as it is seen as having excellent audience potential.

She added that the DTT transition offered brand new opportunities, and BBC intends to take full advantage of those possibilities.

Mary revealed that BBC now offers a broader language output with six new languages: three Horn of Africa languages (Oromo, Amharic and Tigrinya) and three Nigerian languages (Yoruba, Pidgin and Ibo). There is currently a daily 20-minute news bulletin in each of these languages.

BBC plans to reach its audience target by forming new partnerships with African broadcasters.

It has recently inked radio partnerships with Ahdu and Fana TV in Ethiopia and currently has approximately 70 TV channel partnerships across the African continent.

Lusiba emphasised that BBC and its partners produce content with its audiences in mind because ultimately, these audiences help them attract advertising revenues.

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