With just a few weeks to go before the kickoff of the Africa Cup of Nations, the African Broadcasting Union brought together African television channels for a marketing seminar on the exploitation and commercialization of TV rights for the competition.
The participants gathered in Dakar from May 21 to 23 for this seminar, which was organized jointly with the CAF. The training session brought together around 50 participants from 17 African countries, including Algeria, Benin, Burkina Faso, Burundi, Cameroon, Côte d'Ivoire, Ghana, Guinea Conakry, Kenya, Madagascar, Mali, Niger, Rwanda, Senegal, and Togo.
For Grégoire Ndjaka, Director General of the African Broadcasting Union, African television stations can make better use of the CAN and improve their cash flow if they decide to think outside the box. "We saw in a presentation that there are several ways to make these events profitable instead of waiting for traditional advertisers. We need to organize meeting points with viewers and create opportunities to attract new advertisers
,"
he emphasized.
The training of the various audiovisual players focused in particular on signal encryption, sponsorship, and branding.
"National television stations must avoid broadcasting CAN matches on social media."
Abdelmounain Bah, CAF Marketing & TV Director The seminar was also an opportunity to remind national television stations that have signed contracts with CAF and UAR of their rights and obligations regarding the broadcasting rights for the football competition and other CAF sporting events.
The two organizers therefore remind African national television channels that they must exercise restraint to avoid any broadcasting other than on terrestrial networks, i.e., on satellite, on the web, and on social media.