Showcase Interview

“Monetisation Of Broadcast Content Via E-commerce - The Profitable Way To Go” – Kenny Tonga, President - Media Owners of Zambia

Kenny Tonga, the President of the Media Owners Association of Zambia (MOAZ), says that e-commerce is one of the most profitable options for the monetisation of content in Africa’s digital broadcasting space.

Mr Kenny Tonga, in a conversation with Broadcast Media Africa (BMA), in preparation for The Broadcasting Convention of Southern Africa And 27th SABA Annual General Meeting taking place on the 29th – 31st October 2019 in Victoria Falls, Zambia, added that Africa’s broadcasters should first strive to understand the needs of the digital marketplace and then create content that is relevant and speaks to the market. 

Below is an excerpt of the conversation Kenny Tonga had with BMA on the forthcoming Convention where he is participating:

BMA: Why did you decide to get involved in The Broadcasting Convention of Southern Africa And 27th SABA Annual General Meeting?

Kenny Tonga: This being the largest gathering of individuals and organisations in the media industry, I immediately saw the importance of taking part in the Convention.

Not only is this a great platform to create linkages with other media professionals from all over southern Africa, but it is also an opportunity for us to share new innovations as well as offer solutions to the many challenges that we face in the media fraternity.

BMA: In your opinion, what methods can broadcasters and media platforms use to fund and monetise content in the digital ecosystem?

Kenny Tonga: In as much as Africa is still working towards improving ICT services as well making access to the internet as affordable as possible, it is undeniable that e-commerce is one of the most profitable options not only for media institutions but other business entities too. As broadcasters, we connect buyers and sellers. This gives us a greater advantage as we have a broader market and stand to gain more if we utilise the digital tools available to us.

Tools such as blogs, Facebook, Twitter Instagram etc.

For this reason, we should always create content that presents a business solution to an entity’s Problem. How do we do that? By understanding the needs and demands of our digital market.

BMA: Could you please tell us what you hope fellow participants will take away from this industry event?

Kenny Tonga: The theme for this year’s Convention is “Connecting people with vibrant, converged broadcast media”. With that in mind, it is my hope that we will all return to our respective organisations with a renewed hunger and vision to pioneer Media best practices while keeping up with all the technological advancements.

About Kenny Tonga: Mr Kenny Tonga is an astute, energetic and self-motivated young entrepreneur with a flair for customer satisfaction and above-average ability to work, interact socially and professionally. He contributes positively and competently to organisational success at tactical and strategic levels and also an avid team player with excellent team management and leadership skills.

A Journalist by profession, Kenny Tonga is the Chief Executive Officer and Founder Power FM 91.3 FM –Youth Radio (Lusaka) Power FM Kabwe – The Peoples Station (Central Province) Co-Founder and shareholder of YAR FM 89.9 FM Kitwe (Copperbelt Province), Founder and Head of Channel of Power Television Zambia, Immediate past President of the Alliance Francaise of Lusaka and current President of the Media Owners Association of Zambia.

He is a Mandela Washington Fellow 2015 and creates jobs and empower the Zambian Youth.

He will be speaking at SABA’s Broadcasting Convention of Southern Africa in his capacity as the President of the Media Owners Association of Zambia (MOAZ).


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