building consumers confidence in digital broadcasting

Building Consumers Confidence in Digital Broadcasting – Experiences from SADC

06 May 2015

Malesela Simon Kekana PMO Manager – SADC Digital Migration Office

International Summit on Digital Migration Abuja, Nigeria

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2

1.  Introduction

2.  SADC Roadmap

3.  Challenges

4.  Critical Success Factors

5.  SADC DTT Resolution

6.  Building Consumer Confidence

7.  Summary

8.  Conclusions

Digital broadcasting state of play – SADC

Index

The SADC DTT PMO office is established as regional DTT Migration Management office

to highlight and meet the guidelines of the SADC Digital Migration Roadmap;

l  Provide SADC member states with advise on DTT Migration

l  Monitor regional DTT Migration progress.

l  Evaluate Member State migration progress and propose expedition

measures.

l  Report implementation progress to SADC ICT Secretariat, Sector Ministers,

and Head of States.

3 Digital broadcasting state of play – SADC

Introduction – PMO Office

No Activity Commencement Date End Date

1. Stakeholder consultation (including a

communications strategy)

Mid 2009 Ongoing until after switch-over

2 Submission of National DTT migration

strategic plans

October 2011 April 2013

3. Development of technical specifications Mid 2010 December 2012

4. Development of harmonized frequency

plans

Mid 2010 April 2013

5. Licensing of and conduct DTT trials June 2012 April 2013

6. Consumer awareness Mid 2010 Ongoing until after switch-over

7. Simulcast/Dual illumination period Mid/End 2012 End of 2013

8. Digital Dividend Review Early 2012 Ongoing until after switch-over

9. Monitoring and review 2012 Ongoing until after switch-over


SADC Roadmap - Plan

Policy Developm

ent & Guidelines

Regulatory Framework

Solution Provisioning

Consumer Awareness & Campaigns

Programme Launch

SADC DTT PMO VISIT- BOTSWANA 5

SADC Roadmap - Ecosystem

DTT PMO Awareness & Marketing

Policy & Regulatory Framework

Broadcaster

Content

EPG Generation

Applications

Network

Contribution Links

Multiplexing

Transmitter Networks

Home

Finance & Funding

Human Capital & Skills Development


SADC Roadmap - Ecosystem

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The input is derived from the Member State Project Plans developed in association with the SADC DTT PMO.

It also uses the input received from the SADC DTT Questionnaire

l  7 Member States are at different stages of Installations and Finalising

Implementation of Migration Ecosystem

l  2 Member States are conducting trials (Madagascar & Seychelles)

l  1 Member State is on dual illumination (network only)

l  5 Member State are operating a digital network & continuing further roll out.


SADC Roadmap - Status

The SADC DTT PMO has observed the following common challenges amongst

Member States

l  STB availability based on Member State’s specifications

l  Infrastructure sharing

l  Accountability by partners & lack of structured approach to implementation

l  Human capital (management, technical and operational)

l  Public awareness and campaigns

l  Production, availability of content & Piracy

l  Finance, general funding & economic beneficiation

l  Lack of stakeholder participation and management


Challenges - Common

Short term critical success factors can be used as yardsticks to measure the

intended outcomes in compliance with the with the set deadline.

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Critical Risk Area Comment Completion of border line DTT transmitters and network

Member States need to put serious emphasis to this aspect considering the time frame left. The ITU protection ends on the determined date and it will be in the interest of Member States to complete this task first.

Analogue Switch Off

The current analogue transmitter network and households receiving the analogue television need to be covered and completed first.

Availability of STB The ease on which the population has access to the quality and affordable STB.

Consumer awareness

All activities relating the consumers including customer protection, details relating to benefits of digital migration, general hardware support information etc


Critical Success Factors

SADC ICT Ministers adopted Resolutions which will further provide support to the Digital

Migration process in the region. The Resolution was later approved by the SADC Head of

States for Implementation; These Includes amongst others:

l  Commit Political support;

l  Promote Public awareness and Consumer campaigns

l  Encourage public funding;

l  Commit to International treaties on Broadcast Piracy;

l  Encourage infrastructure sharing amongst broadcasters and

l  Promote the sustainability of broadcasters including FTA public

broadcasters, and commercial broadcasters.


SADC DTT Resolution


ü  Critical stakeholder but…

ü  Chronically forgotten Stakeholder

ü  To bear the convertor box cost (as initial focus is on the digital transmission conversion)

ü  Ignorance (minimal education on DBM)

SAD story of a Consumer

Building Consumer Confidence

As part of the development of the SADC Digital Roadmap, the policy makers always kept

in mind the role of the consumer and developed the measures to keep the consumers in

confidence on the whole Digital Migration Process

Interventions Includes

l  Development of Regional Consumer Awareness Guidelines

l  Inclusion of consumer bodies in both Regional and National Task Teams

l  Encouraging development of National Consumer Communications

Strategies

l  Development of guidelines on Consumer Protection and Awareness



Development of Regional Consumer Awareness Guidelines

Key Components highlights:

l  Consumer awareness and education are a key component to successful

migration to digital broadcasting technologies

l  Digital switchover is more than the technical aspects of the process

l  Effective communications strategy required for the harmonisation of migration

l  To focus on creating long-term relationships among these stakeholders for effective and efficient migration

l  To identify responsibilities to be undertaken by: consumers, policymakers, regulators, service providers, network operators, content creators, equipment manufacturers, vendors and civil society



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All SADC Member States have fully developed communication strategies except for two

who are currently finalising their documents. Role Players includes, Media Bodies,

Consumer Bodies, Political Leadership (local, Provincial & National), Traditional

Leadership and all other relevant stakeholders

Communications Strategy includes utilising various outlets but not limited to:

l  Print Media

l  Electronic Media; TV/Radios (advertising, Talk Shows etc),

l  Road shows and activations,

l  Meetings, Seminar and Workshops seminars,

l  Outdoor Advertising




Clarity & Simplicity Transparency

Multiple Communications

Methods Differentiation

to ensure widespread

understanding of the stages of the process and on the actions that each of citizen

should take to join the Digital SwitchOver

to ensure that there is visibility

and discussion of all activities,

generate commitment of all actors as well as

alignment of messages

between the various agents

to ensure that the messages

conveyed are appropriate to

intended targets, and ensure

accessibility for all independent of their e-literacy, education, age, language etc.

to ensure that communication

actions are taken favoring the use of

free and accessible media

Key Factors



Focus your messaging:

l  Your TV is about to change l  Apply for the subsidy/get a tv licence etc l  Purchase and connect your STB l  Are you ready?

l  Rescan for channels

l  You missed it! Here’s how you get TV now



Targeted Special Attention:

l  Senior Citizens

l  Non-English Speaking and Minority Communities

l  People with Disabilities

l  Low-Income Consumers

l  People living in Rural Areas and on Tribal Lands



Field Plan

l  Setting up targeted outreach and media events

l  Demonstrating STB set-up

l  Assisting consumers in STB purchases

l  Ensuring that STB antenna supply is adequate

l  Partnering with local broadcasters

l  Working with local government and community organizations

l  Coordinating all digital migration efforts

l  Working with broadcasters and communities on the set switch off date

l  Dealing with issues that arise following post switch off date



President Of United Republic of Tanzania officially launch the digital migration LOGO and Public Awareness Campaign in Tanzania

National Campaigns


USE SIMPLE LANGUAGE

HAVE A CHAMPION IF NOT A QUEEN

OR KING

National Campaigns


National Campaigns

In the short to long term the Digital Terrestrial Networks will remain the main source of

content consumption by consumers

SADC is continuing to work on consumer related developments, and seek ways to

address the impending challenges, these include interventions on:

l  Further develop customer survey tools to assess both national and regional

impact

l  Develop digital migration impact study and how the programme is enabling

universal access to information

l  Develop post digital migration strategies to enable sustainability of the

digital platform

l  Develop guidelines on adoption and implementation of DTT complementary

platforms for further reach.


Summary

He who wins the Consumer wins best


Lastly

Thank You

E se


Conclusion

building consumers confidence in digital broadcasting

Technology