Digital media is driving a substantive change in the way we consume media contents and media-related materials in general.
With key index indicating an exponential increase in acquisition of smartphones and smart device(s) in Nigeria, it is expected that digital will over time trump the “HOW’, “WHERE’ and “WHEN” we consume media contents.
Currently, Nigeria has a population of over 187 million people with over 167 million people using mobile phones and over 97.2 million people accessing the internet from their smartphones. This has led to the rise of digital media giants like YNaija, The Pulse, Naij, NaijaLoaded, Nairaland and of course the controversial Linda Ikeji blog not to talk of contents syndicated on social media juggernauts like Facebook, Instagram, Twitter and the ever disruptive SnapChat.
I was privileged to work on a project where the initiators decided to allocate a major chunk of their marketing budget to advertise on a national television station for figures running into millions of naira. I expressed my reservations but was paled by the strong controversial views of the founders. Well, the result was poor and I believe they’ve learnt their lesson.
The real truth is that GenX (which describes the generation of people born in the 1990’s and even late 80’s) are increasingly moving from syndicated contents on terrestrial media channels and are increasingly moving towards contents on digital media channels. And ironically 88% of Nigeria’s population falls within this population demographyMost of the contents of the future will not be on the hitherto television stations, but rather on digital media channels. I believe, terrestrial media devices will become smarter and contents will be more accessible.
Currently, we have smart TV’s which are can easily be connected to the internet and according to research carried out by Adobe’s CMO, this device account for 28.9% of connected device in the United States. So, people while watching television programs can also access the internet with their TV.I see more of this trend going into the future as failure to integrate terrestrial media broadcast into digital will result in a catastrophic effect.
While I’m not forecasting a major doom for the terrestrial media space, I believe there is a need for media agencies and creative agencies to begin to rethink their operational module and begin to see how they can command a stake in the ever-evolving world of digital media.