SPREADING THE DIGITAL MESSAGE Presented By Veronica Adeyemo

SPREADING THE DIGITAL MESSAGE Presented By Veronica Adeyemo (Mrs. ) Chairperson Publicity Sub-Committee, Digi. Team. Delta State – 28 th February, 2018

Introduction What is Digital Switch Over (DSO)? • Digital Switch-Over (DSO) or Analogue Switchover as others call it is a journey initiated by the International Telecommunications Union (ITU). • The agreement to migrate was signed by member states at the Geneva Conference in 2006. The deadline for World Migration was set at June 17, 2015. • Member Nations were expected to go back home and work towards that date. However for Region 1 of the ITU, which includes Nigeria, Member States agreed to fix the transition period from June 17 th, 2006 – June 17 th, 2015 giving a window of nine years to fully migrate from Analogue to Digital.

Introduction contd. . • This major shift was principally to protect Nations from possible disruptions of radio waves used for analog broadcast and also open up spectrum for other uses e. g Internet Broadband for military usage. • This is a change in the TV world universally; viewers will no longer be able to view images on their TVs. Some lucky countries e. g America, United Kingdom etc have already migrated as far back as 2008/2009. These countries have successfully switched off their traditional Analogue TV signals and replaced them with stronger digital signals.

Introduction contd. . • Digital TV uses less Broadcasting Spectrum than Analogue TV. The advantage of this is that Broadcasters and citizens alike will have a wider choice of channels; improved picture quality and availability of more services especially public service broadcasting via the set-top boxes. • As you are all aware, Nigeria has not been able to meet the migration deadline. Though we are not alone. Other countries in Africa are equally grappling with the enormous cost and technicalities involved in the migration process.

DIGITEAM • In order to achieve a seamless change over and avoid disruption in transmission, the Government established the Digi. Team based on the recommendation of the Presidential Advisory Committee on Migration. • The Team is made up of professionals from relevant sectors from the public and private sectors of the economy. The Team was further divided into various sub-committees amongst which is the Publicity Sub-Committee.

DIGITEAM contd. . • The publicity Sub-Committee realized that we should take the right steps in informing the populace about this Migration process. A massive and huge consumer awareness program has been devised and I am glad that Information and National Orientation Officers from Plateau State have been chosen to be at the forefront of this campaign. • The responsibility lies on us to inform the public that a change is about to occur on the 17 th of June, 2017. They are also to: – Tell Nigerians what they need to do to make sure they will have signals after the migration. – Tell people where to buy a set-top Box. – Tell people where to go for more information or help.

Migration Story • About Twenty-four-million (24 m) TV viewing households are expected to be affected in Nigeria. This is a huge chunk of the population that we cannot afford to let go. After all not everybody can afford to subscribe to the terrestrial pay TV, what we normally refer to as the cable TV. • Digital Switch over will affect these homes. Without a Set-Top box, your TV will no longer be able to receive signals and what you will have will be blurred snowy effect reception on your TV. People are no longer going to get the services they have been receiving from these stations before the switch over.

Migration Story contd. . • We are expected to tell the migration story to the Nigerian people. Simply put, DSO means that after the Switchover, only TV’s that have been tuned and enabled will be able to receive any TV service at all.

How do we spread this message? • Dissemination of proper and timely information is a critical strategic asset in the Migration process. The success or failure of this assignment is hinged on our manner of approach to this campaign. The Value and Commitment attached to this campaign from us will determine her success or failure. • We must ensure that correct and right information is available where and when needed and also free-flowing. (In whatever language and dialect we can deliver. )

How do we spread this message? Contd. . • Before we begin to spread this message or go out on the field, there is a need to do an information/materials audit: What materials do I have to help in delivering this message? • How am I supposed to deliver it to achieve maximum effect? I will attempt a list but it is important to reiterate here that this is not exhaustive.

Strategies for a structured and sustained message delivery • • • IEC Materials TV/Radio discussions jingles House-to-house campaigns: Faith based Organizations Cultural Organisations Select Groups e. g Corpers Market days/Road shows. Village Square Campaigns (Involving Traditional and Opinion Leaders) • Central Meeting Points Physically and Virtually. • Organised Unions.

Digital Media • Social Networking has opened up new ways to communicate. You can leverage on this medium to form relationships within yourselves and your contacts. • It will also enable us stay in touch with one another to discuss strides and feedbacks. • Social Networking will assist us to disseminate information amongst different groups in an efficient and productive manner; proffer answers and clarifications promptly; ideas are shared and knotty issues resolved promptly. • We can be the individual brand for Digital Switch Over to really drive home the seriousness this campaign deserves

Volunteers • In engaging our people on this conversation, I will like to strongly advocate the use of Volunteers especially at the community level. As information and mobilization officers at our various stations and beats, we are expected by now to have built up a reservoir of contacts that we can rely on to help in spreading this message. • These Volunteers/Contacts can help us to raise awareness in their local communities. The advantage of this is enormous. People know one-another, they interact with each other or social platforms, weddings, naming ceremonies etc. • Trust and credibility is there, they don’t have to be technically Savvy; just friendly willing and able to talk to people in their communities. Put them through what is expected of them and use them.

Probable and likely Questions that you may be asked: • • • Who is affected by the Switchover? When will this Switch take effect? What are set-top boxes? Do I need to buy a new TV Set? How can I get help? What happens if I don’t switch-off with others?

Monitoring and Evaluation • One last point we need to consider is the question of monitoring and evaluating our progress during and after the campaigns. How do we track what we are pushing out? We equally need to ask ourselves where we need to re-double our efforts and appreciate our strengths.

Monitoring and Evaluation Contd… • If you have set up meeting point as suggested in our strategy; either physically or virtually, carrying out M&E should not be a difficult task. • Your meetings and interactions you will allow you to share experiences, track your progress and proffer solutions. As the pilot state to switch off, other states and indeed Nigeria will be looking up to you to learn from your experience. • Document your results, outcomes and handicaps. This will help the National Broadcasting Commission and the Digiteam to make informed decisions on how to manage the Switch- Over in other parts of the country. What is not measured well will not be managed well.

Conclusion: Are you ready for the Switch-Over?