Authors : Michael Mulenga; Dr. Chabota Kaliba

Volume/Issue : Volume 9 - 2024, Issue 1 - January

Google Scholar : http://tinyurl.com/e8brrkzk

Scribd : http://tinyurl.com/2zeaauyu

DOI : https://doi.org/10.5281/zenodo.10836627

Abstract : -This study analyzed challenges facing digital terrestrial broadcasting (DTB) in Zambia, including declining subscriptions and threatened spectrum availability. The three key objectives were(1) To Identify innovative business models that would reverse declining DTB subscription levels and ensure a sustainable return on investment.; (2) To Assess and recommend new technologies that DTB networks can leverage on to enhance service delivery; (3) To Evaluate and recommend regulatory measures to ensure sufficient spectrum is available for DTB. The study employs a mixed method approach. The data collection was done using random sampling for the collection of quantitative data subscribers’ preferences for DTB subscriptions verses Online Streaming (Over-The-Top) Services, as well as reasons for choosing one service over the other. The qualitative data was collected from Targeted sampling was used to select participants based on their knowledge and experience in broadcasting technology. These were TOPSTAR and Go TV, which are authorized public and private DTB Network Operators, respectively; The Independent Broadcasting Authority(IBA) and The Zambia Information and Communications Authority (ZICTA), which are organization that regulate the industry. The survey found that online streaming was the most preferred service compared to DTB. Respondents cited higher video quality, variety of content and on-demand availability as reasons for choosing online streaming services. The study concludes that proactive innovation through new technologies, business models and partnerships is essential for DTB to thrive amidst digital disruption. Regulators also need gradual, flexible approaches allowing broadcasters time to adapt to inevitable mobile-driven spectrum reallocations. The key recommendations are: (1) Develop clear regulatory roadmaps enabling digital evolution of DTB networks; (2) Support collaborative relationships between telecom and broadcast operators to accelerate new technologies; (3) Build empirical evidence through audience research and industry pilot studies to guide policies; (4) Empower citizens and broadcasters through digital literacy and local content development; (5) Assist public service broadcasters managing competitive pressures through targeted universal service policies. With visionary leadership and collaboration, Zambia's broadcast industry can retain vital societal roles while embracing new opportunities. This study provides strategies to guide stakeholders in securing DTB's future sustainability and competitiveness.

Keywords : Digital Terrestrial Broadcasting, Subscription, Spectrum, Online Streaming.