Objectif Pub initiative launched in Dakar
Related project
Objectif Pub initiative
A regional workshop focusing on how to enhance and optimise programme schedules and make them more profitable was held from 22 to 27 September 2014, bringing together the programme managers and sales managers of three television channels: ORTB (Benin), TNB (Burkina Faso) and Canal 2 (Cameroon).
This workshop marked the first step of the 2015 Objectif Pub initiative.
This 18-month initiative will involve regional training sessions and a series of on-site assignments performed at the offices of the television channels themselves, in order to help them adapt their practices to any given situation and to all markets.
African television channels are currently facing two major financial challenges. On the one hand, they are struggling to attract advertising resources in an often-deregulated market that is fiercely competitive. And on the other, they are having to cope with increasing levels of competition in their own audiovisual market, due to the arrival of cable and satellite companies.
In order to attract more advertising resources and increase their profits, these channels must become even more professional in their practices, in particular by training their programme and marketing teams and adopting clear and effective pricing and sales policies.
The 2015 Objectif Pub initiative falls within such an approach
Its aim is to help the participating television channels to get ahead of their competitors in several strategic areas, such as devising programme schedules, developing content acquisition strategies, attracting more viewers, and putting together advertising networks.
In preparing for and subsequently rolling out this initiative, CFI has worked alongside a team of experts who are all vastly experienced in these areas. Pierre-Paul Vander Sande, the former director of France Télévisions Publicité International, has been placed in charge of devising and coordinating the initiative.
