DVD Distribution

The advent of technology has made DVD a popular form of entertainment. Take a stroll around any African market, and you will likely see vendors selling inexpensive DVDs, mostly of Western movies and TV series. DVDs are now ubiquitous and is an easy way to distribute Insight Africa's documentaries and meet the goal of exposing the films to young Africans.

DVD Production

The process of producing the physical DVD can be quite sophisticated if aiming for industry quality. At the same time, DVDs can be easily copied and reproduced at a lower quality and sold at a lower price point. According to DVD FAQ, a crowd source web forum that provides information on all aspects of DVDs, data as 2007 shown that a DVD can be master at $800 and replicated at $0.50 in quantity. Since the data is several years old now, the price of production and duplication is likely to be lower today.

The process to produce industry-quality is much more costly and sophisticated:
"Authoring and pre-mastering costs are proportionately the most expensive part of DVD. Video and audio must be encoded, menus and control information have to be authored and encoded, it all has to be multiplexed into a single data stream, and finally encoded in low level format. Typical charges for compression are $40/min for video, $15/min for audio, $5/min for subtitles, plus formatting and testing at about $30/min. A ballpark cost for producing a Hollywood-quality two-hour DVD movie with motion menus, multiple audio tracks, subtitles, trailers, and a few info screens is about $15,000. Alternatively, many facilities charge for time, at rates of around $300/hour. A simple two-hour DVD-Video title with menus and various video clips can cost as low as $2,000. If you want to do it yourself, authoring and encoding systems can be purchased at prices from $30 to over $2 million."[1]

DVD Distribution

The following strategies are aim for distribution on the African continent to achieve the goal of exposing Insight News' documentary to young Africans. Unfortunately, piracy is a major concern in Africa DVD markets. In South Africa, pirated movies account for 60% of DVD market's sales. [2] This figure is likely similar in markets across the continent. As such, DVD distribution strategies across the continent address less at the profitability goals, but instead fulfills the aim to reach young Africans. To achieve greater profitability, Insight news need target urban elites via online video-on-demand strategies and the diaspora market.

Informal Market

Typical DVD vendor in an African market

A quick stroll through any traditional African market, you will likely find vendors selling inexpensive DVDs, mostly of Western films and television series. Technological advancement has allow lower-end DVD players to become affordable for many middle-income African families. Many of the DVDs are counterfeit and can be bought for as cheaply as USD $2 per disc.

If the goal is to reach as many African youth as possible, Insight News could distribute lower quality discs in this market. The profit margin would be small, but would reach the goal of information dissemination. In order for youths to demand for Insight News’ documentaries, they must fist be exposed to them elsewhere. Universities, schools, and NGOs are ideal places to reach motivated young Africans.

Universities/Schools/Community Libraries

In order to expose motivated African youth and empower than to create change, Insight News need to reach place where they are most concentrated. Universities and schools across Africa congregates the next generation of leaders and can be inspired via Insight News’ documentaries. Libraries can receive DVDs of the films for screening both within classrooms and as extracurricular events. Community libraries serve similar roles in distributing information and reaching beyond students to local activists.


Major NGOs across Africa are addressing pressing issues that Insight News is tackling. Partnerships can be formed and NGOs can distribute DVDs of relevant issues and host screenings for the greater community to inform the public of pressing challenges facing contemporary Africa.

Suggested Universities and NGOs

British Council – Nairobi
University of Nairobi / Kenyatta University / Strathmore University
Ford Foundation/ Aga Khan Foundation/ Care Kenya/ Save the Children/ World Vision/ The Kenya Human Rights Commission
List of Top NGOs in Kenya according to

British Council – Accra
University of Ghana / Presbyterian University College / Kwame Nkrumah University of Science and Technology
Care Ghana/ Oxfam/ CHF Patners in Rural Development/ Gender and Economic Reforms in Africa (GERA)

British Council – Kampala
Makerere University / Uganda Christian University / Kyambogo University
Hospice Africa-Uganda/ Nature Uganda/ AidChild/ ACODE/ CEEWA Uganda/ Slum Aid Project/ DENIVA

South Africa
British Council – Johannesburg
University of Cape Town / University of Pretoria / Universiteit Stellebosch
Africa Forum/ Centre for Public Participation/ Democracy Development Progamme/ Desmond Tutu Peace Centre
For complete list of NGOs, visit Southern African Non-Governmental Organisation Network (SANGONET)'s Directory

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