Ad-funded programming: tonic for crisis-hit broadcasters?

“Instead of relying only on 30-60 second ads, programme sponsorships and inserts to generate revenues, broadcasters should promote and develop the concept of advertising-funded programming (AFP), which could be a good recipe in these difficult economic times,” Kgaugelo Maphai, MD of Omnicom Consulting and former SABC radio national sales manager, told Bizcommunity.com this week.

AFP is a form of advertising whereby a client develops his own content, gives it to the production house and buys time from a broadcaster to flight the final product.

Content must engage with the audience

“The final product must be entertaining, however… vibrant and engaging with viewers and reflect the line of policy of the channel's programming strategy,” Maphai pointed out.

“AFP gives a client an opportunity to come up with any interactive programme, which could be a game show, or a sport or any educational programme.”

Vodacom's Yebo Millionaire, produced by Urban Brew Studios and flighted on SABC, is one concrete example of an AFP.

Maphai also previously worked for East Coast Radio, Peermont and e.tv; his company has no relation with overseas-based Omnicom Group.

“We are in the recession and I don't think in times like these many broadcasters, even the SABC, are willing to produce or commission too many products. So, AFP is the way to go because it is a win-win situation and helps both clients and broadcasting houses to save money,” he added.

AFP coming to SA, but…

“AFP is coming to SA, but not as fast as it should be, but this is the right time and right climate.

“Creative guys would love the AFP. Here, broadcasters would have a total control on their production costs, and clients pay for production costs and for media exposure, which are fairly negotiable.

“AFP also allows clients to use the media in a more impactful way, helps viewers to engage intensely with the brand, and ultimately gives clients another option to bring big value out of their brand.”

He added: “As long as we have products on the shelves and consumers still exist, we will have advertising. So there is no need to despair.

“You should try AFP, for example, for 13 weeks and give it a break and see how it impacts on the market, and you come up with another series. It should be a cyclical episode.”

It has been established that when broadcasters send people overseas to buy content, they are forced to take the good and the bad, and as a result, some of this content - probably the boring shows - end up not being used. That's a waste of resources.

Maphai firmly believes that broadcasters would rather focus most of their energy and resources on local content, which he said is doing well in terms of AR (audience ratings).

He cited Rhythm City (e.tv, 6.30pm, Monday to Friday) as one example of local content's success story.

For more on AFP, email Maphai at .