2010 TV, radio to give Africa unprecedented audience

“If only 50% of the 6.2 billion world population watches the television and listens to the radio and commentaries, then no amount of investment in advertising, marketing and sales can capture the magnitude of such [an] audience for Africa,” said Ben Egbuna, President of the African Union of Broadcasting and Director-General of the Federal Radio Corporation of Nigeria.

Addressing the second National Communication Partnership Conference on Wednesday, Egbuna said the African media has a duty to use 2010 as an opportunity to counter the wrong perceptions and highlight positive images and values about Africa.

The conference brings together marketers, communicators and other interested stakeholders across Africa to discuss ways of seizing communication opportunities during the 2010 FIFA World Cup.

Egbuna said, “For during and after the event, we must show our visitors that Africa is a beautiful continent with friendly, hospitable and industrious people. We must deliver services, display attitudes that will earn our continent a good reputation and ensure the present benefits and guarantee future profit.”

He noted that much more effort was required to meet the standards set by previous hosts. “Many of our critics, those who believe that nothing good comes from Africa and that Africa is incapable of doing anything right, are looking forward to a flawed and mediocre organisation of the tournament.”

Chief Executive Officer of the Local Organising Committee, Danny Jordaan has a clear message for such pessimists regarding South Africa's ability to host the tournament.

“We are on track, on schedule and within budget,” he said.

Dr Jordaan said the World Cup will seek to test the country's infrastructure and government's commitment, all of which are well prepared for.

“We have never seen such level of commitment from government and also the support from the corporate indicates a high-level of confidence in the country's ability to deliver the world cup,” he said.

Outlining the progress and the operational phase of the organising of the world cup, Dr Jordaan said host city forums were established to monitor the progress on a monthly basis and both the cities and stadiums have signed contracts.

Government guarantees and legislation have also been finalised, including the establishment of the rights protection committee.

He noted that the construction of stadiums was well underway, saying the committee was convinced that the FIFA deadline would be met. He also indicated that the FIFA world match schedule for 2010 and the Confederations Cup match schedule in 2009 have been finalised.

The progress includes, among other things, selling 95% of the broadcast rights, the establishment of the website, finalisation of the tournament slogan, the world cup posters and the completion of the African legacy programmes.

Article published courtesy of BuaNews