Global Business of Broadcasting
Written by Gregory Johnson on July 1, 2021
As the world changes, so do people’s media choices. Listeners and viewers are connected globally. Technology has built international bridges of music, arts and culture through its various digital mediums. How has this evolution affected broadcasters? How has the advertising business model changed? What are the opportunities in a global perspective… All this and more as we sip coffee with Mr. Omar Essack, a renowned senior broadcasting executive coming to us live from Johannesburg, South Africa. He says “The era of selling mass audiences is long gone. The purpose of acquiring first party data for media businesses that rely on advertising is to market relevant products and services to well defined addressable audiences. Segmenting audiences by their behavior as consumers is at the heart of contemporary media strategy.” This will be an interesting conversation.