Determining the influence of technological advancement on strategic decision-making in the African broadcasting industry

Abstract

The African broadcasting landscape is undergoing a fundamental shift driven by technological; advancement and changing audience consumption patterns. Artificial intelligence, virtual production and streaming platforms are transforming how content is produced, delivered and monetized, creating both opportunities and uncertainty for broadcasters. While traditional linear television remains culturally and commercially relevant, digital transformation is reshaping strategic priorities and placing pressure on legacy business models. The purpose of this research is to investigate how emerging technologies influences strategic decision making in the African broadcasting sector. The study focuses on how broadcasters adapt their approaches to content creation, audience engagement and monetisation when integrating new digital tools and platforms. Guided by the Business Model Innovation framework, the research investigates how value creation, value delivery and value capture are being reconfigured within this evolving ecosystem. A qualitative, exploratory research design will be employed, using semi-structured interviews with executives and industry experts across multiple African markets. Thematic analysis supported by Atlas TI will be used to analyse and interpret the data. The outcome of this study is expected to provide both theoretical insight and practical guidance, contributing to scholarly understanding of digital transformation while supporting broadcasters seeking sustainable innovation in a rapidly changing environment.