Dominion TV’s General Manager, Tracy Malone, has revealed the station’s strategic move to tap into the vast Christian market of over 700 million individuals. This initiative is marked by compelling content and a research-driven approach aimed at the African Christian market.
She emphasized that Dominion TV aspires to become Africa’s premier Christian lifestyle network, delivering high-quality and compelling content.
During an event hosted by Dominion TV to present the findings of their commissioned study on engaging the African Christian Digital market, Tracy Malone highlighted the new strategy, which provides a unique advantage for business owners and advertisers to connect with a broader audience through diverse, compelling content in areas such as fitness, lifestyle, music, dance, and sports.
“Well, it’s an exciting initiative. I mean, we’ve started with the study, so we really wanted to take an opportunity to really understand the demographics in terms of how much they’re spending, what they’re watching, what they’re doing, what they want to see, what their lifestyles are. So right now, we just finished the study and now, based off of the study, we’ve created new shows that are going to be launching soon. So that’s where you see the cooking show and the children’s block and the sports, which we weren’t really doing before. Now, we’re putting all of that together so that people don’t just come and watch Papa [Archbishop Duncan-Williams] on Sunday and then go to a different station, but they stay for movies. They come back and they watch sports.” She added.
She outlined their vision for Dominion TV as the go-to platform in Africa, serving a wide range of interests, from fitness and lifestyle to music, dance, and children’s programming. Notably, they aim to capture children’s attention with high-quality content immediately after school to steer them away from other activities. Additionally, in the realm of preaching and teaching, they aspire to be industry leaders. While acknowledging that there’s still a long journey ahead, they hope to collaborate with businesses, sponsors, advertisers, and those seeking to expand their reach in the market to reach the 700 million Christians across Africa.
“There would be uplifting content, empowering content, content that helps people to go to the next level, that really makes people happy. And so that’s the type of content that we want to put on the channel. That’s the type of businesses that we want to represent. And it’s more so about the values, being a good business, giving back to the community, not necessarily just solely Christian-based.”
She emphasized that the positive and uplifting nature of the content allows individuals of different faiths to derive value from their experience on Dominion TV.
Leading digital technology expert and former inaugural Director of Google West Africa Dr. Juliete Ehimuan, was the keynote speaker on the topic: “The 700 Million Christian Market: Accessing Africa’s Largest Consumer Group”
Present at the event were Founder and Vice chairwoman of Dominion TV, Archbishop Duncan-Williams and Lady Rosa Whitaker Duncan-Williams respectively.
Winner of the celebrated international food show, Chopped., Maame Boakye also treated invited guests to delicacies made by her.
About Dominion TV
Dominion TV is the first Ghanaian Lifestyle networkq based in Ghana. It enjoys ‘first mover’ advantage with the opportunity to attract and maintain an unserved audience.
DTV features an array of high-interest shows including world news, business, inspiring documentaries, children’s programs and shows to inspire personal growth and development.