Looking at the global perspective of Africa, it is generalized that Africa is one of the most disadvantaged continents in the world. Many sources claim to wonder whether or not African residents and citizens have the same privileges as they do in the first world. I am openly from Africa, Uganda to be specific and I have gotten some of the most absurd questions asked to me. “Do you have a pet Lion?” or “Do you go to school on an elephant?”. Although I get quite hurt and angry when I hear these questions, how can I blame them? The media has exhibited only the rural parts of Africa to the world and North Americans’ knowledge is limited to their region only as oppose to learning about the whole world.
One question that struck though, is whether Africans have TV. I am being completely honest when I say that I laughed insanely when I was asked whether I have ever watched TV. This is where I begin by telling you about Africa’s biggest television distributer and satellite service. Known as DSTV, this abbreviation is one of the biggest international knowledge hubs of Africa…apart from the internet. Although Dish Satellite Television (DSTV) started very recently (1995), MultiChoice Ltd has made it one of the most prominent aspects of satellite entertainment. They focus on providing the customers with everything that is provided in the first world. Coming to Canada for the first time, I thought I would have noticed some significant differences in technology however, I was pleasantly surprised when I saw that our technology was up to par with what kids and teenagers were experiencing with satellite television. MultiChoice had clearly examined their market research in relation to what market segment they were targeting and how they wanted their products to be portrayed. They target on a mass markets that consist of people that are either foreigners or international residents. They look and determine which channels and shows should be broadcasted from all over the world.
Looking at all that MultiChoice offers, I would say that generations in Africa have more or better privileges than people that are secluded in say…North America, where mostly American news is broadcasted as oppose to world news. The media has ruined Africa’s image and has therefore destroyed potential for businesses like MultiChoice to have a larger opportunity or base.
MultiChoice has ads that are high class marketing techniques; using technology…celebrities and many more Above-The-Line Promotional techniques. An example is given below. It just shows how the world has such wrong perceptions and how a country’s image can affect local businesses within.