Broadcasting
Empowering small businesses in Africa through digital communication solutions

By Abiola Ibrahim; Account Executive – Infobip
The African small business landscape is brimming with potential. From active markets to innovative entrepreneurs, the continent represents a vibrant hub of economic activity. Yet, in this dynamic environment, standing out and reaching customers can be a challenge.

Abiola Ibrahim
This is where digital communication steps in as a powerful tool for unlocking growth. By harnessing digital communication, these enterprises can amplify their brand presence, engage with their target audience effectively, and drive sustainable development.
Embracing mobile technology and data analytics
Mobile technology has emerged as an important tool for enhancing communication efforts and connecting with target audiences across Africa. According to GSMA Intelligence, mobile connectivity is playing a significant role in driving socioeconomic progress in Sub-Saharan Africa. Businesses can capitalise on this trend by adopting mobile-based communication strategies to reach and engage with their customers. For example, leveraging SMS marketing campaigns or developing mobile apps tailored to local preferences can enhance customer engagement and drive business growth.
Harnessing the power of data analytics, businesses can optimise their strategies, refine their messaging, and drive meaningful interactions to stay ahead of the competition. By embracing mobile technology and data analytics, small businesses can create a strong foundation for their digital communication efforts.
Personalisation and customer-centric approach
In an era dominated by personalised experiences, small businesses must tailor their communication efforts to resonate with individual preferences. This is more than just reaching customers; it is about engaging them in a conversation tailored specifically to their needs and desires. This involves a multifaceted approach, integrating various elements such as video content, storytelling, SEO optimisation, and community building into their strategies. Through video content, businesses can visually showcase their products or services, providing a more immersive and engaging experience for their audience. Unlike the traditional marketing storytelling, often perceived as one-way communication with customers, businesses who wish to build deeper relationships with their customers need to create conversational experiences. These experiences enable personalised, two-way communication that goes beyond simply using customer’s first name. They humanise the brand, making each interaction feel tailored to the individual customer and demonstrating that the company understands their preferences, from product choices to preferred communication channels.
Strategic use of digital communication solutions
Some small businesses have attained success by being strategic with their digital communication activities. They collect and store data using Customer Data platforms and use flow building solutions to trigger event-based conversations with customers on their preferred channels. This approach enables businesses to automate communication towards their target audience, ensuring the delivery of relevant and personalised messaging. Such strategies have been adopted by different organisations across various sectors to encourage purchases by customers who have abandoned their virtual carts, automate customer loyalty reward programs, set up efficient account signup and verification processes, and send automated reminders to customers to take certain actions.
Establishing a strong brand presence and maximising limited resources
Establishing a strong brand presence is vital for small businesses aiming to differentiate themselves in the market. Focusing on elements such as production, place, people, promotion, and process, businesses can define their unique value proposition and resonate with their target audience. Engaging in local connectivity and community engagement further strengthens brand authenticity, fosters trust, and fuels organic growth.
Small businesses often operate with limited budgets and resources, making it essential to adopt a strategic approach to digital communication campaigns. By setting attainable goals, leveraging technology, and prioritising audience insights, businesses can optimise their investments and maximise returns. Embracing AI-powered tools for content creation, targeted advertising and data-driven decision-making, can help unlock the full potential of digital communication.
Future opportunities and innovation
Looking ahead, the future of digital communication for small businesses in Africa is filled with opportunities for innovation and growth. As AI continues to reshape the marketing landscape, businesses can harness its capabilities to drive personalised experiences, automate processes, and explore new avenues for engagement. By staying agile, adaptive, and forward-thinking, small businesses can position themselves as industry leaders and capitalise on emerging trends to drive sustainable growth and prosperity.
As small businesses continue to evolve and adapt to changing market dynamics, their ability to effectively communicate will be instrumental in redefining entrepreneurship in Africa, shaping a prosperous future for themselves and their communities. Understanding what clients want is more important than ever, as it helps build stronger connections and fosters customers loyalty. Effective communication that delivers the best results involves knowing the right time and place to engage with customers. These preferences are discovered by analysing customer data and setting up events that make the communication most relevant to them.
In summary, the growth journey begins with building a community, getting to know your customers by collecting and analysing data, sending relevant information at the right time, and creating conversational experiences rather than talking at your customers.
Broadcasting
LASERC Takes Full Control of Electricity Regulation in Lagos

Lagos State Electricity Regulatory Commission (LASERC) has issued a new directive establishing a formal regulatory framework for electricity market operations within Lagos.
With the release of Order No. LASERC ORDER/001/2025, the commission finalizes the shift of oversight from the Nigerian Electricity Regulatory Commission (NERC) to LASERC, aligning with the Electricity Act 2023 and Lagos State Electricity Law 2024.
Under the new regulations, individuals or entities involved in electricity-related activities in Lagos must obtain a license or permit from LASERC. Licenses issued by other regulatory bodies will no longer be recognized. Unlicensed operators must immediately halt operations and apply for proper authorization to avoid penalties, which include a fine of ₦20 million and additional daily fines of ₦20,000 for continued violations.
LASERC has encouraged entities unsure of their regulatory status to seek clarification to prevent sanctions. Despite the transition, existing national guidelines, including tariff structures, grid codes, and safety regulations, will remain in effect unless amended.
Dr. Fouad Animashaun, CEO and Executive Commissioner of LASERC, emphasized that the order is designed to ensure a secure, efficient, and reliable electricity market in Lagos.
He reiterated the commission’s commitment to global standards and safeguarding the interests of electricity consumers and investors.
This policy marks a significant shift in the state’s power sector and aims to enhance regulatory compliance while ensuring a more structured and effective electricity market.
Broadcasting
MultiChoice Loses 2.8m Subscribers in Two Years

Video entertainment company MultiChoice’s woes are persisting with the company continuing to suffer massive losses in revenue and subscribers.
This emerged today when the DStv parent company announced its financial results for the year ended 31 March (FY25).
In a statement to shareholders on the Stock Exchange News Service, the JSE-listed firm says the past two financial years have been a period of significant financial disruption for economies, corporates and consumers across sub-Saharan Africa due to challenging macro-economic factors.
Combined with the impact of structural industry changes in video entertainment such as the rise of piracy, streaming services and social media, this has materially affected the overall performance of the MultiChoice Group, it notes.
Over this period, MultiChoice says the group lost 2.8 million active linear subscribers and had to absorb a R10.2 billion negative impact on its topline due to local currency depreciation against the US dollar.
For the year ended 31 March, the company reveals that linear subscribers were down 1.2 million or 8% year-on-year (YoY) to 14.5 million active subscribers, with the loss evenly split between South African (600 000) and Rest of Africa (600 000).
Although reflecting an improvement on FY24 trends, MultiChoice says this indicates ongoing broad-based pressure across the group’s entire customer base.
Active paying Showmax subscribers were up 44% YoY, reflecting healthy growth and gaining regional market share, it adds.
Group revenue declined by R5.2 billion or 9% YoY to R50.8 billion, mainly due to an 11% decline in subscription revenues (-1% organic) caused by foreign currency and subscriber volume headwinds and the deconsolidation of the NMSIS insurance business from December 2024, it explains.
According to the firm, this was partially offset by inflationary pricing and new product growth (DStv Internet, DStv Stream and Extra Stream).
Trading profit, which declined by R3.8 billion or 49% YoY to R4 billion, was materially affected by the R2.3 billion organic increase in trading losses in Showmax and the R5.2 billion in foreign currency revenue losses, partially offset by a significant outperformance in delivering total cost savings of R3.7 billion.
Adjusted core headline earnings, the board’s revised measure of the underlying performance of the business, shifted to a loss of R800 million (FY24: earnings of R1.3 billion) due to lower trading profit and hedging losses in FY25 (compared to gains in FY24), partially offset by smaller losses on cash remittances from Nigeria.
The group incurred a free cash outflow of R500 million in FY25 (FY24: inflow of R600 million), impacted by lower profitability, higher lease repayments due to timing and partially offset by improved working capital management as well as a 29% YoY decline in capex.
At year-end, the group held R5.1 billion in cash and cash equivalents and retains access to R3 billion in undrawn general borrowing facilities.
A part of the R12 billion term loan was repaid early by using the R900 million upfront proceeds from the NMSIS transaction (ie R1.2 billion, net of tax), says the company.
The group operates in numerous markets across Africa and internationally, resulting in significant exposure to foreign exchange volatility.
Amid the challenges, MultiChoice states that management acted decisively to ensure that the group could withstand these headwinds, focusing on key areas within its control.
It notes that this has meant maintaining a discipline of inflationary pricing, with price increases of 5.7% in South Africa in FY25 (FY24: 5.6%) and an average of 31% in local currency in Rest of Africa (FY24: 27%), which enabled the group to offset subscriber volume pressures and deliver 1% YoY organic revenue growth in the current financial year.
In addition, further efficiencies were implemented to manage costs and cash flows without unduly sacrificing the group’s customer value proposition, it adds.
In this regard, the group delivered R3.7 billion in cost savings, well ahead of management’s initial R2 billion target (and the revised R2.5 billion target set at interims) and almost double the R1.9 billion saved in FY24, the company says.
Broadcasting
Afia TV and Radio Stamps Footprints in Lagos

Afia TV & Radio has announced its official entry into the Lagos media market, in its commitment to expanding the broadcaster’s footprint, connecting businesses to audiences across Nigeria, and redefining regional media excellence.

Chief Emeka Mba,
Nnamdi Obanya, general manager of Afia TV & Radio, said there is only one digital satellite and one digital station in the southeastern region of Nigeria, which is Afia.
Obanya, stated that: “We are specialists in developing products. A programme on our channel, ‘How Market’, is where we talk to the people in the market to tell their stories and advertise their products on AFIA.”
According to him, “the market world has changed a lot, as the physical market has become a ware house while people are buying digitally.”
Chief Emeka Mba, founder and CEO, stated: “The parley brought together top media buyers, advertising agencies, and communication professionals for engaging conversations around emerging trends, innovation, and future-forward strategies in media planning and buying. The event also served as a platform for Afia TV and radio to unveil its offerings, platforms, and unique value proposition to Lagos-based stakeholders.”
While noting that they are thrilled to bring Afia’s fresh, original, and regional perspective to Lagos, Mba said, “this parley signals our readiness to collaborate, innovate, and deliver impactful results for our partners through data-driven content and targeted reach especially for brands looking to penetrate the southern Nigerian market.”
Equipped with modern broadcast studios, digital-first production capabilities, and a highly experienced team, Afia TV & Radio is poised to make a bold impression on the Lagos media landscape.
The media brand delivers high-quality programming ranging from news and documentaries to lifestyle, business, culture, and entertainment only in south-east but in Lagos, African and beyond, we want to be chief marketing platform of the eastern region, we are the only 24/7 radio station now in Enugu.
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