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FG Plans Audience Measurement Conference to Catalyze Broadcast Industry Growth

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The Federal Government is to organize an Audience Measurement Conference to provide broadcast industry stakeholders the opportunity to contribute to efforts to establish a scientific Audience Measurement System for radio television broadcasting in the country.

Alhaji Lai Mohammed, minister of Information and Culture, disclosed this in Lagos on Tuesday at the Broadcasting Organisation of Nigeria (BON) 3rd International Summit on Digital Broadcasting in Nigeria, saying the event will hold October 3, 2017.

“It is imperative that we urgently put in place an industry framework that will ensure that Content Producers receive their just due for the value of the Content they create, as well as provide objective guarantees to the Advertising community on their Return-On-Investment on media placements. This will then have the overall effect of guaranteeing greater spending by the Advertisers, who are all seeking to grow their market share.

 “This industry framework can only happen if the Ministry of Information and Culture, which fortunately supervises both the Broadcasting and Advertising industries, serves as a catalyst for putting in place a robust Audience Measurement System that is in line with global standards and supports the realization of the immense potential that the Nigerian Creative and Entertainment industry holds,” he said.

Alhaji Mohammed said for the Digital Switch Over from analogue to digital television to be sustainable for Signal Distributors, Channel owners, TV Content Producers and Advertisers, the scientific Audience Measurement System is critical to articulate the value of the content to Consumers, as well as the value of the Audience to Advertisers, particularly in the Television sector.

He said lack of a scientific Audience Measurement System has resulted in under-investment in the sector, which is necessary to foster the growth of the industry, as the Advertising community continues to rely on subjective factors when making decisions on the Content they want, as opposed to how many viewers the Content truly attracts.

The Minister said as a consequence, television platforms are subjected to renting out space on their Channels to sustain their businesses and Content Producers have become increasingly over-reliant on sponsorship which, unfortunately, skews the authenticity of their creative output in favor of a few decision makers and not the millions of TV viewers.

“Further, the value of Nigeria’s Broadcasting Advertising Market is not proportionate with its population when compared to the Top 3 Markets in the Sub-Saharan Africa region. Despite having a population three times more than South Africa, Nigeria’s Television Advertising Revenue in 2016, at US$309m, was behind that of South Africa, at US$1,301m.

“By 2020, the gap between South Africa and Nigeria is projected to marginally decline to 72%. Similarly, in the Radio sector, the value of Nigeria’s 2016 Advertising Revenue of US$81m was behind its peers, South Africa and Kenya, both at US$343m. Kenya is projected to overtake South Africa in 2017 as the leading Radio Advertising market,” he said.

Alhaji Mohammed stressed that in both South Africa and Kenya, the value and growth rate of the Broadcasting Advertising Revenue is largely influenced by the availability of a scientific Audience Measurement System that provides confidence to Advertisers in measuring their Return-On-Investment.

He noted that bringing Nigerian TV advertisement market into line with benchmarks that is 2 to 3 times the current size could result in additional $200-$400m of revenue to the industry, based on current comparisons with other African countries.

The Minister said the Federal Government had already taken a critical long-term decision to support the Nigeria Creative and Entertainment Industry by ensuring and funding the inclusion of a middle-ware that is capable of scientific Audience Measurement on Set-Top Boxes, hence the need to develop the framework.

“The existing model will never enable the Nigeria’s Creative and Entertainment Industry to reach its full potential. It stunts the quality of the Content that can be created and it also limits the capacity of Television platforms to invest in dynamic offerings that Consumers will be attracted to,” he noted.

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Broadcasting

Kwesé TV Adds Hip TV to its Channel Line-Up

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Kwesé TV has added Hip TV, an urbane contemporary music and lifestyle channel for a youthful audience, to its channel line-up.

 

Available on channel 610, the channel is known and respected for entertainment news, incisive and exclusive interviews, and red carpet moments amongst others.

 

Hip TV further strengthens Kwesé TV’s music genre, joining an already impressive line-up including; REVOLT TV a music channel from Sean Combs, aka P. Diddy, which is available outside of the US for the first time only on Kwesé TV, BOX Television, Trace Africa, Trace Gospel and Trace Mziki.

 

“Kwesé TV is afrocentric and youthful so we are happy to have Hip TV, a home-grown channel for a youthful audience on our platform”, said Elizabeth Amkpa, general manager, Kwese TV Nigeria.

 

She added that Kwesé has a strong and varied music line-up so “whether you are in the mood for the distinctly Naija beat, Hip Hop, R & B or gospel from around the world, you will find them all on Kwesé TV.”

 

The channel extends Kwesé TV’s offering which already has over 70 channels including sports, movies, current affairs, news, kids programming and so much more.

 

 

 

 

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Obaseki Hails TV Inventors, Counts Impact @ World Television

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Governor Godwin Obaseki of Edo State has commended the inventors of television, who rose to the occasion when industrial revolution displaced traditional means of communication in Europe and America in the 1920s, to attend to the communication need of the time.

Obaseki said this in commemoration of the United Nations World Television Day, marked on November 21, yearly.

“Television has impacted positively on humanity with its power to educate, entertain and inform a mass of people simultaneously. The device has been very effective in mobilising and sensitising the populace about government policies and programmes,” he said.

He added that “beyond the traditional function of television, the device has continued to serve as a veritable tool for educating millions of Nigerians, a trendsetter, an electronic baby-minder and a means for transmitting societal values and re-orientating people.”

The governor assured that his administration’s resolve to reposition the state-owned Edo Broadcasting Service television, was in recognition of the power of the device in governance through the dissemination of educative and enlightening programmes.

“EBS will be repositioned to join the elite league of media stations to compete keenly with the big names in the industry in the areas of standards, personnel, equipment, content and in revenue generation,” he said.

Obaseki said with the new world socio-economic order that has influenced the settlement pattern of people, it would have been impossible for a town crier to move from Benin to Auchi and deliver a message to people at the same time.

Television, he maintained, does this with ease and even gives feedback, allows phone-in segment for public participation in a programme, which ultimately raises the quality of the conversation.

In December 1996, the United Nations General Assembly proclaimed 21 November as World Television Day commemorating the date on which the first World Television Forum was held.

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Nollywood Stars Join Glo-sponsored Professor Johnbull

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Season 5 of Glo-sponsored TV Drama Series, Professor Johnbull, kicks off on Tuesday with another interesting episode on NTA Network, NTA International on DSTV Channel 251 and NTA on StarTimes at 8.30 p.m. with two Nollywood stars, Osita Iheme, a.k.a. Pawpaw, and Angela Okorie joining the cast of the comedy as household members of Professor Johnbull acted by Kanayo O. Kanayo (KOK).

The duo of Iheme and Okorie who are introduced to the household of Professor Johnbull in the new episode entitled Running to the City will replace Churchill (Jnr. Pope Odonwodo) who is currently furthering his education in America and Caroline (Mercy Johnson-Okojie), Professor’s former house maid  who has also  travelled to attend to some family issues.

The challenge of mentoring the two new rusty members of the family, Nje (Angela Okorie), a village Cameroonian girl, who grew up in the professor’s country home, and Jeroboam, a.k.a Boam (Osita Iheme), who is reputed to have tended the scholar’s father’s herd back in the village therefore falls on Elizabeth (Queen Nwokoye), Professor’s daughter, who had just returned from a successful medical treatment abroad.

A very interesting episode, Running to the City also reveals how Professor Johnbull’s intervention many years ago saved Nje (Angela Okorie) when she was put in the family way in the village and was treated as a pariah.

In addition, it also shows the accommodating nature of Professor Johnbull’s entire household as the duo of Nje and Jeroboam are not only welcomed warmly but are quickly integrated into the family. The Professor who calls them “my people” also goes further by rebuffing attempt by the gateman, Abadnego (Martins Nebo), to prevent Nje and Jeroboam from having access to him.

Viewers are in for a laughter-filled evening on Tuesday as one of the regulars of the social satire, restauranteur, Olaniyi (Yomi Fash-Lanso), makes a 360-degree turn while professing love to Nje on the ground of complexion compatibility much to the consternation of his arch rival, Mai Doya (Funky Mallam),who instantly reminds him of his love for Caro, the Professor’s former house maid.

A repeat broadcast of Running to the City comes up on the same channels at 8.30.p.m. on Friday.

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