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Digital migration to boost BBC online audience

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BBC World Service has announced new digital investment aimed at reaching new audiences in Africa – the launch of the Africa edition of the bbc.com website.

The new edition ensures that English-speaking internet users on the continent will see far more African news stories, features and video on the bbc.com front page, while the bbc.com/Africa section, dedicated to African news, will also see significant enhancements.

With its newsgathering presence in 48 countries of the continent, the BBC has more reporters in Africa than any other broadcaster.

The launch of the Africa edition of bbc.com will bring more of the stories produced by the BBC journalists, and their unique understanding of the subjects they are covering, to digital platforms.

Now users coming to bbc.com from any African country will see a home page more relevant to the continent, with more live developments on moving news and sports stories as well as enhanced coverage of health, technology and business, in text, pictures, audio and video.

The Africa edition will provide more expert analysis from the BBC reporters to explain the issues behind the headlines and in-depth features on a broad range of topics, to give a balanced portrayal of the vibrant African continent.

The BBC will also continue to give a voice to Africa’s massive online audience via dedicated space on social media such as Facebook, Twitter, Google+, Instagram, SoundCloud and YouTube.

The BBC’s digital audiences are growing rapidly, and this investment is designed to ensure this continues as increasing numbers of people in Africa get their news via mobile phones, comments BBC World Service Group Digital Development Editor, Dmitry Shishkin:

“We have had consistent and impressive growth of the traffic to bbc.com from Africa over the past two years. This growth is especially significant among audiences using mobile devices to access our content – 40% year on year. Over half of African browsers coming to bbc.com are using mobile devices. The new Africa edition, available on mobile, tablet and desktop versions, takes advantage of this strong presence and growth, and is editorially tailored for these audiences, making sure we serve them best with our multi-platform content.”

BBC Africa Editor Solomon Mugera adds: “BBC covers Africa like no other international broadcaster. This new digital proposition serves as an excellent framework for our significant presence and deep understanding of the continent, making our offer even more exciting, fresh and dynamic. The timing of this launch couldn’t be better as BBC Africa teams are geared to deliver a comprehensive coverage of Africa Cup of Nations to the continent, which always brings new audiences to the BBC. Now they will see this content in an even more relevant way.”

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