Accra, Oct 16, GNA – Dominion Television, a Christian lifestyle network, has launched a campaign to explore Africa’s untapped 700 million Christian market, using robust data and digital strategy.
Pew Research Centre, estimated the continent to be home to the world’s largest Christian community of 700 million people, and pegged the number to cross one billion by 2050.
Based on the research, Dominion has tailored its contents to meet the diverse needs of the African Christian community with high quality programming including films, sports, fashion, food, entertainment, documentaries and special features on finance and health.
Speaking at an event to launch its bloc children’s programme, “Proudly Me TV” which is aimed at cultivating Godly development and self-worth in children of African descent, President of Dominion TV, Lady Rosa Whitaker, said the African Christian community is a huge market that had been hidden in plain sight.
She explained that Christians in Africa represent a diverse base of largely young men, women and children who collectively form the continent’s largest affinity group.
“There is a vast number of persuasions within the Christian community, and we at the Dominion TV try to serve them all,” she said.
According to her, data-driven insights have been sparse, and from what they understand about the market, she believes more can be done, as there are so many things that research revealed.
“We feel we cannot take this journey alone so we want to create a movement,” she stated, urging other television networks, advertisers and other content creators to take advantage.
Delivering the keynote address, the CEO and founder of Beyond Limits Africa, Dr Juliet Ehimuan, revealed that the Christian audience represented a growing population in Africa and it was a strong force with its own attributes as well as a growing appetite for faith-based content.
She indicated that the 700 million Christian users have broad needs and there are diversity of products that they consume hence the need to think about what they need and how brands can serve them.
“In building blocks of robust digital strategy, there are four Be’s – Be Preset, Be Relevant, Be Engaging and Be Accountable,” she said.
“These will help us think holistically about leveraging digital content in accessing Africa’s 700 million Christian market,” she added.
Underscoring the station’s commitment to maintaining its status as Africa’s premier Christian lifestyle channel, General Manager of Dominion TV, Tracy Aboagyewa Malone, made a compelling pitch to media agencies, Chief Marketing Officers (CMOs), and market influencers, highlighting numerous sponsorship opportunities.
She mentioned that Dominion TV’s focus on value-based programming is expected to set it apart in the industry, reaffirming its dedication to providing unique and inspiring content to its viewers.
For his part, the Founder of the Action Chapel International, Archbishop Duncan Williams, called for peace and stability in war-thorn countries in Africa, especially for the sake of children, as well as the great dreams and possibilities on the continent.
He said, looking at the possibilities the continent holds, it is important that the continent stays intact for these possibilities to be achieved.
“If we have ever prayed for peace and stability, visionary and selfless leaders on this continent, it is now than ever before,” he said.
GNA