Sunday with EBS cast and crew yetekbrew drama
Kana provided its staff with extensive training in dubbing and information technology. It airs 10 translated and dubbed TV series.
These channels have advertising packages whereby the cost varies at day and night time, as well as on weekdays and at weekends.
The minimum payment a second stands at 65Br, while the maximum stands at 218Br for Kana, while Nahoo’s offer is 120Br a second, with a discount from 5pc to 20pc, depending on the number of adverts the companies want to release on the channel.
Adverts that are transmitted 10 times a week at different times get the maximum discount. Currently, the channel price is the same for all programmes.
“There are limited media outlet options for companies to advertise their products and services in Ethiopia,” said Fitsum Kelilie, brand manager for Habesha Beer.
He welcomes the introduction of more TV channels as a positive development, not just for the entertainment aspect but also for promotion. He believes that the more channels there are, the more options promoters will have to run their ad campaigns. Companies that want their products and services advertised will have alternative channels in terms of price. Moreover, they can run demographically targeted ads to their customers based on gender, age and socio-economic background, as these channels air target-group specific shows.
Serawit Fekere, who has been in the advertising business for over two decades, agrees with this view.
Accordingly, the first thing that is considered to take a channel as a medium for an ad campaign is its acceptability and viewership within the targeted potential buyer the company sets. What follows is the number of programmes that are enjoyed and frequently viewed, which is set as a perfect time for advertisements, making the payment per second and any incentives the concern of companies at last.
“When we first came, since there was only one other private television channel besides us, we expected to take 50pc of the advertisement market share,” said Melaku. “But that didn’t happen and now we cut down our expectations by half.”
Ethiopia Broadcast Corporation (EBC), the state-owned television channel that broadcasts both in nationwide territorial transmission and terrestrial satellite, on the other hand, states that the coming of these new channels has not affected its advertising business. In the 11 months of this year, it managed to make over 200 million Br from advertising – a five percent increase over what was planned.
“I do not believe the existence of this private television channels will affect our advertisement income in anyway,” said EBC promotions and marketing development head, Seifu Alemseged.
However, an advertiser that works with the new private-owned channels, stated that their potential must not be underestimated, as they come with new programmes that have a much higher quality in terms of production and have already amassed a large following of fans in just a few months