The latest results of the DTT barometer in Côte d'Ivoire published by Médiamétrie
show that more than half (51.7%) of individuals aged 15 and over living in Abidjan and Bouaké are familiar with DTT.
Just one year ago, only 9.1% of the population in these two cities said they were aware of DTT, and six months ago, the figure was 25.5%.
It should be noted that the second half of 2019 was a significant period for communication, with several poster and press campaigns initiated by the IDT, the government agency in charge of the technical aspects of DTT.
In addition, the NCI channel, which was launched on December 12, 2019, also conducted an intensive advertising campaign in posters, press, radio, and on the internet prior to its launch.
Knowing about it is good, but getting a decoder is better: according to Médiamétrie, 73.8% of those who are aware of DTT intend to purchase an adapter that will enable them to receive digital terrestrial television. This represents more than one in three people living in Abidjan or Bouaké (38.1%), compared with 21.6% six months ago.
Arnaud Annebicque, Director of Development for Africa & Europe at Médiamétrie, believes that "These results highlight the significant progress made by DTT in terms of awareness and intention to purchase equipment… We can consider that the digital transition of the Ivorian audiovisual sector is underway; the audiences of the new channels that have started broadcasting show its full potential."