Monday | 11 Dec 2017
Welcome to Digital Opportunity, the ‘all about ICT for Development’ channel, brought to you by OneWorld South Asia that informs on digital inclusion, showcases best practices in the sector and provides space for sharing and collaboration amongst ICT for D practitioners.
About Digital Opportunity
OneWorld websites and resources
Appropriate Technology Choice

An innovative solution for African broadcasters


05 September 2012

Bookmark and Share

As TV and radio broadcast markets intensify across several liberalised African countries, broadcasters need to find solutions to get more interactive with their audiences. SMS is one such solution. Amy O'Donnell, Project Manager at FrontlineSMS, a SMS management software, talks how SMS can be a powerful media tool.

Looking at recent audience surveys across the African market, it is obvious that local audience want local content. Indeed, radio and TV operators have responded by increasingly shifting from a one-way broadcast to media that reach audiences by integrating interaction with listeners into programming.

But the lack of communication with the audience and the lack of finances are often major barriers for broadcast organizations working in African countries. Not knowing exactly what people want to watch and listen and not being able to check facts on the field, broadcasters have to find alternative solutions to make their job easier if they want to avoid being eaten up by more powerful competitors. And if broadcasters do not know their audience's program needs, they lose market share together with potential advertisers' revenues.

FrontlineSMS is a text messaging system marketed with these problems in mind. By leveraging basic tools already available to most broadcasters and their audiences -- computers and mobile phones -- FrontlineSMS enables instantaneous two-way communication on a large scale. As parts of its numerous applications, it can facilitate dynamic conversations between radio listeners or TV watchers and broadcasters - whether it is in Africa or elsewhere. It's easy to implement, simple to operate, and best of all, the software is free; you just pay for the messages you send in the normal way.


A common application is for broadcasters to invite listeners to send text messages in response to questions posed on the programme, submit direct concerns, and share commentary. Experience has proved that using incentives is not mandatory if questions are of real importance to the audience. However, incentives to send SMS could include entering a draw, specific rewards, entries to an event or free mobile minutes.

To read full story, click here

 
Source : allAfrica

Global Goals 2030
festival ECONOMIA trento
Helpi - your personal safety app
EVENTS & ANNOUNCEMENTS
» Online climate conference
Online,  November 5, 2012.
» Open Knowledge Festival 2012
Helsinki, Finland,  September 17,2012.
» ITU Green Standards Week
39, quai du Président Roosevelt 92130 Issy-les-Moulineaux, France,  September 17

Digital Opportunity channels and collaborative projects include:
Ek Duniya Anek Awaaz OneWorld Open Knowledge Network ItrainOnline TIKI the Penguin, Kids Channel
Digital Opportunity