Since the launch of digital terrestrial television channels, RTI channels have faced significant competition. What conclusions can you draw from the past year for each of your channels?
It has been a year rich in lessons learned about the market, our customers, and the strategic choices made by our Group.
As a reminder, our ambition is to be a major sub-regional player in linear and digital media.
Our customers are very attached to the RTI brand: it is the only brand in Côte d'Ivoire with a history stretching back 60 years, its history is intertwined with that of the country, and it is a powerful symbol of unity in terms of providing guidance and support to several generations of Ivorians in its mission to inform, educate, and entertain.
This attachment is also illustrated by audience measurement results, which confirm the strong position of the RTI1 and RTI2 television channels and the growth of the latest addition, LA3, which is achieving very good results on social media.
All these reasons mean that our B2B clients, whom we like to call "the brands," choose us without hesitation to achieve their communication objectives.
Competition, with the emergence of DTT channels, is a tremendous driving force, as it allows us to challenge ourselves and improve.
We are rolling out our action plan and roadmap with confidence.
What are the main new features on your channels in terms of programming for the fall of 2021?
There are some great things and a few surprises in store, but I'll leave it to my colleagues, the channel directors, to announce this information first.
Because remember, the RTI Group is RTI1, RTI2, LA3, Radio Côte d'Ivoire, Fréquence 2, the Bouake Regional Station (TV and Radio), and the Digital channel.
Each channel has its own editorial line and programming.
The RTI Group has taken numerous initiatives in the digital field over the past several years. What are your most notable innovations in recent months, and what are your achievements in this area?
I would say the VOD platform integrated into the website www.rti.ci
, which offers a unique digital experience in that users can browse the site by channel (RTI1, RTI2, La 3, Radio CI, Frequence2, RTI Bouake) or by theme (news, entertainment, sports, magazines, series, and fiction, etc.).
All the rich content of the group's channels is now just a click and a scroll away.
RTI has more than 4 million subscribers across all its Facebook pages, an increase of 31% compared to 2020.
Instagram has 480,000 subscribers, an increase of 19%, and Twitter has 800,000 subscribers, an increase of 5%.
One of the major innovations is the synergy between Marketing and Digital Management, which now go hand in hand.
The offers developed and communicated to the sales department are now global offers, i.e., TV, radio, and digital.
All Ivorian channels are looking for African fiction programs, especially those produced in Côte d'Ivoire. What is RTI's position on the production, co-production, or acquisition of this type of program?
In 2014, the RTI Group created RTI Distribution as part of a global strategy to develop fiction "Made in Côte d'Ivoire."
From 500 hours of programming at its launch in 2014, it has continued to strengthen its catalog, particularly as a result of numerous co-production projects, to reach nearly 1,200 hours of programming to date.
RTI Distribution, headed by Ms. Ana Ballo, is now positioned as the leading exporter of Ivorian fiction programs worldwide, having developed a vast network with a diverse client portfolio comprising African and international TV channels, VOD platforms, and content aggregators for airlines.
It co-produces with national and international producers, including France, South Africa, India, and many others. RTI Distribution's network covers more than 80 countries.
Audience measurement was one of the topics discussed at the round table on the economic viability of DTT players organized by the HACA before the summer. What is RTI's position on this issue?
The High Authority for Audiovisual Communication has all the competence and legitimacy to take up such a case.
Audience measurement is a critical aspect of the activity of any media operator.
It is the results of these measurements that ensure the credibility of broadcasters in the market and their attractiveness to advertisers.
It is very important to be impartial in the results on which we rely.
We understand this so well that we have worked with one Ivorian company, ChoiceMy, and two French companies, Kantar and Médiamétrie.
The results obtained are important KPIs that enable us to better monitor the levers for improvement chosen by the group.
As you can see, the RTI Group has innovated more than ever in its vision and market approach.
Finally, it is an honor and an exciting challenge for the marketing and digital teams to work with the entire RTI family on the Group's transformation at such an important moment in its life.