For the past six months, Kenya has been going through a transition from analogue to digital signal to comply with the international deadline of switching all transmissions to digital by June 2015.
A recent report by Geopoll on Kenya’s Analogue to Digital Switchover revealed that over 63% of homes now own set top boxes, with 72% of this population residing in Nairobi. Overall, set top boxes penetration is highest in Rift Valley, Central and Nairobi. A clear indication that the country is on the right path to the digital signal era.
Well, a lot has been said about the growth of mobile telephony and its impact to the community. From wireless communication to mobile money that has basically revolutionised the business world, to e-health solutions that are moving medical services to our thumbs.
However, amid this entire revolutionary journey, one of the unsung heroes in shaping our culture is the television set, a household name that has grown from the black and white image dispenser to an innovative multi-faceted culture ambassador, visually connecting the human race via a blended mix of both comical relief and real life global happenings.
Arguably, the greatest and most influential invention of the 20th century, perhaps with the exception of the internet, there is no doubt that television, a form of mass media, is playing an increasingly important indispensable role in disseminating cultures and values due to its accessibility and availability. People of all backgrounds like to watch television.
For instance, at one point during the FIFA World Cup final the whole world was glued on their television sets watching the same match. Basically, courtesy of television the referee’s whistle was running the global village. Without a doubt, learning and acquisition of culture worldwide has been done by watching vivid images provided on television and replicating them in different hamlets worldwide.
Technology-wise, the set has also undergone a lot! The modern LG OLED television’s earliest ancestor was the Octagon, made by General Electric in 1928. It used a mechanical, rotating disc technology to display images on its three-inch screen, which later grew to different lengths.
Decades of technological growth and meetings of innovative minds at LG has seen buttons replacing knobs and dials, the boxes became slimmer and sleeker creating the ultimate television sets Post-CRT Design Era. A set that thrived purely on black and white now comes with ultra HD 4K that gives extra color depth; we are now living in the Perfect Black and Perfect White era. TVs, in the natural progression of things, became even smarter.
Not only has the technology evolved but so has the way in which television is consumed. Now, with streaming video and DVRs, you can watch television almost anywhere and anytime you choose. Currently, your television represents the hub of your living room. The size of your TV is probably a point of pride among your family and friends.
Thanks to the smart TVs from LG, you can plan your daily schedule around your favourite programmes and prerecorded ones simultaneously. Here in Kenya, the digital switch has led to an increase in the number of channels that consumers are exposed to.
As expected, there has been excitement at having a wider variety of channels to choose from. However, we have seen a decline in the percentage who are exploring new content over time. In March, 67% reported they were exploring new channels, while in June only 52% reported they were exploring new channels and 48% said they were only watching their favorite channels.
LG has continuously optimised cutting- edge technology by implementing smart apps that enhance the viewing experience. Via these launched programs, the user can stream and thereby consume programmable television in an unprecedented fashion. The latest televisions, such as the high-end LG OLED TV, include this functionality that empowers the owner to program their own schedule of the movies and shows that they love.
Undoubtedly, television continues to grow and evolve. Every cycle reimagines the basic purpose as well as the actual usage of the signature living room staple, even as we launch future- proof sets the best is yet to come.
Despite the erosion of some great African cultural values as a result of Western television content consumption, the television set has positively influenced our way of life – the way we do business, the flow of information across political and geographical boundaries to make us part and parcel of the global village.
The writer is the General Manager in charge of Marketing at LG Electronics
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