The media sector is going through a period of profound transformation, marked by digitalisation. The recent African Digital Summit, held on last 8 and 9 October in Casablanca, highlighted the urgent need for players to rethink their business models and innovate in order to survive.

New challenges and new opportunities

Digitalisation offers new opportunities for the media, in particular a wider audience and the possibility of personalising content. It also brings new challenges, particularly in terms of audience measurement and financing :
- Measurement tools to assess the impact of content must be developed in a complex digital environment. 
- The media must explore new sources of revenue, such as online advertising and subscriptions.

Innovation and adaptation : the keys to success

To meet these challenges, the media must constantly innovate and adapt. They must attach particular importance to the quality of their content and their ability to meet audience expectations.

This means developing new skills, collaborating with other players in the sector and using the latest technologies. Artificial intelligence, for example, can help distributing content.

Source : Hespress

Vanessa Ntoh