Broadcasting
African Communications Industry is in Need of an Overhaul. Here’s How it Can be Done

By Steve Babaeko
In the last decade, advertising has taken several unprecedented turns. The disruptions caused by digitalisation, technology, and unnatural incidents on the practice as we knew it, have been immense. Also, a drastic change in consumer habits over the years has been no less impactful on how advertising is practised globally.
We continue to witness how a constant shift in digital innovations prompts the biggest advertising companies around the world to scramble to adapt and adopt new strategies to reach consumers. The recent metaverse rave, for instance, currently presents advertisers with a chance to market to consumers as they interact and socialise in virtual spaces.
We also can’t ignore how the Covid-19 pandemic has added to the dynamics of our practice. Digital streaming reigned supreme as consumers stayed at home and became committed to watching more videos and other forms of media consumption, necessitating swift actions to meet them where they are most comfortable.
It should be clear by now that advertising has become more complex than ever before, as it is a common prediction that we are yet to see the last of these types of disruptions – digital or otherwise. These indicators are why it is a special time in the history of advertising to forge and introduce strategic adaptations that will keep us a step ahead and mitigate the impact of possible disruptions in the future.
An outstanding factor we must consider in developing workable strategies to confront peculiar challenges presented by these sweeping changes in our industry is how the consumer market continues to expand, especially in Africa.
Africa, with a potential market of 1.7 billion people, is one of the fastest-growing consumer markets in the world. Consumer expenditure on the continent has grown at a compound annual rate of 3.9 per cent since 2010 and reached $1.4 trillion in 2015. This figure, to echo McKinsey & Company, is projected to reach $2.1 trillion by 2025 and $2.5 trillion by 2030. The World Bank also projects that by 2030, the largest consumer markets in the world will include Nigeria, Egypt, and South Africa, while similar lucrative opportunities will arise in Algeria, Angola, Ethiopia, Ghana, Kenya, Morocco, Sudan, Tunisia, Tanzania, and other African countries.
Of this market size, the youth population in Africa makes a significant number. Young people account for 60% of the continent’s population according to UNESCO. By 2030, there are expected to be 350 million young people aged 15-24 on the continent.
Due to their nature, developing strategies to cater to this demographic is becoming a more challenging task with each passing year. Compared to a decade ago, the younger generation, with access to the latest technology tools and information at lightning speed, react and consume differently. Young consumers’ demand and affiliation for brands that show concern for their struggles mean that it has become even more pertinent to understand them, know their interests and wants, and continuously develop strategies that align with their needs.
As such, serving a community of consumers in a multi-channel world requires the adoption of smart digital tools, the adaptation of informed social insights and verifiable data, and a deeper understanding of psychology.
These rapidly changing market dynamics are why how we do advertising must evolve. Companies like Apple, Dunkin’, Tupperware, and Domino’s that have hitherto foreseen the necessity for the evolution of advertising have done so by either making new tweaks or by way of a total rebrand.
It is important to note, however, that in adopting new advertising tactics to meet consumer demands, companies must get it right.
The world will remember how, in its bid to revamp its service for consumers in 2013, Yahoo! came under public scrutiny and heavy criticism for failing miserably in its attempted rebrand with a shoddy switch up of its logo. The rebrand fail ultimately resulted in the company’s loss of hundreds of millions of dollars a year in advertising revenue.
For X3M Ideas, our understanding of the advertising industry’s current reality in relation to the young consumer base in Africa ignites our desire to proffer solutions that will satisfy brand and client demands as we move on to our next chapter.
After 10 years of being a one-stop-shop marketing communications company that’s 100% built on ideas and leveraging partnerships that, backed by sound strategy and unique thinking, seek to deliver the most effective results, we are adopting a new proposition named ‘Finding X’.
Our adoption of this unprecedented actionable framework aims to provide unique solutions to the constantly changing consumer demands and habits in the advertising landscape. By design, our new Finding X framework, categorised into an adaptable A, B, and C formula, will unearth transformative products and services necessary for providing existing and future clients with a competitive edge and also advance global advertising practice.
With Finding X, our goal of redefining the way advertising is practised and perceived in Nigeria and Africa remains. Only that this time, we will rev up our strategy of studying and understanding the consumer. We will further expand our reach through digital and interactive media, and measure the impact of every campaign for further improvement.
Strategically, the significance of the Finding X framework is what inspires a rebrand of our logo and website, with the X in the X3M emblem now more pronounced than ever.
So, what is our X? What unique brand values do we intend to communicate? And what is our modus operandi for the next decade? The answers lie therein.
The X in X3M represents many things. The unknown – the X-files; the hidden treasure – X marks; the spot and; the magic ingredient – the X factor. We can use it in all these ways. And Finding X is tantamount to finding gold; the gold of consumer engagement. The discovery tool will allow us to find the X for our existing and future clients in the representation of their brands, products or services and by such, give them an edge over their competitors. It is a logical step, backed by research and knowledge of human behaviour, to arrive at idea spaces unique to each brand.
This framework will also prove a distinctive blueprint for advertisers in and outside Africa to maximise the continent’s consumer market potential over the next decade.
In 2020, the COVID-19 pandemic caused the African ad market to contract by nearly a quarter according to market research data. Africa was also the smallest regional ad market worldwide within the period with a $5 billion investment after advertising spending on the continent shrunk by over 23 per cent from $6.52 billion a year earlier. Projections indicate positive but low growth rates on the continent in upcoming years, with the decline unlikely to change soon.
Understanding the fastly changing market dynamics in relation to consumer engagement and satisfaction and designing strategies tailored to meet their needs will offer a sustainable pathway to turn the tides in no distant time.
X3M Ideas’ Finding X framework and rebrand are borne out of the burning desire to provide brands, clients and advertisers with these necessary creative solutions. And our commitment to further innovations and collaborations to impact the world, while staying true to the values that set us apart, is solidly unshaken as we turn the book to our next chapter.
Broadcasting
MultiChoice vs FCCPC: Only President has Power to Fix Prices- Court

The Federal High Court sitting in Abuja on Thursday ruled over a dispute between the Federal Competition and Consumer Protection Commission (FCCPC) and MultiChoice Nigeria over the recent hike in subscription fees for DStv and GOtv services, declaring that only the President has the power to fix or suspend prices in Nigeria.
Justice James Omotosho, trial Judge,ruled that the suit filed by MultiChoice Nigeria constituted an abuse of court process as similar proceedings were already pending elsewhere, adding that the plaintiff should have pursued its arguments in that court, rendering the current filing procedurally inappropriate.
Justice Omotosho noted that while the FCCPC has investigative powers under its establishing Act, it lacks the authority to fix or suspend prices unless specifically delegated by the President through a gazetted instrument and held that such delegation was not presented to the court.
“The power to fix prices is exclusively that of the President. Any decision taken without such delegation is a nullity,” the Judge held and added that Nigeria operates a free market system and service providers like MultiChoice retain the right to set their prices, with consumers free to accept or reject them.
The Judge further ruled that FCCPC’s actions, including directing MultiChoice to suspend its price increase, breached the company’s right to fair hearing and appeared selectively targeted.
He dismissed the FCCPC’s claim that MultiChoice held a dominant market position, calling the argument untenable.
“The use of services like those provided by the plaintiff is discretionary and not essential. Nigeria can do without it,” he added and warned that attempts to fix prices by regulatory bodies could scare off investors and harm the economy of the country.
The court held that while the FCCPC may investigate market practices, it cannot impose price controls without proper legal backing.
MultiChoice Nigeria, the parent company of DStv and GOtv, announced a price hike on March 1, 2025, citing inflation and rising operational costs. The adjustments saw subscription fees increase by up to 25% across various packages.
Broadcasting
Navigating the Maze: Solutions for Nigeria’s Flourishing Foodtech Industry

By Diana Tenebe, Chief Operating Officer, Foodstuff Store
Nigeria’s foodtech sector holds immense promise to transform our nation’s food production, distribution, and consumption systems.
However, this burgeoning industry currently navigates a complex maze of challenges that could significantly hinder its progress. While innovation and entrepreneurial drive are abundant, a confluence of infrastructural deficits, economic headwinds, technological disparities, and logistical complexities casts a shadow on the sector’s long-term viability.
Understanding and addressing these multifaceted hurdles is paramount for foodtech companies aspiring to thrive and contribute meaningfully to Nigeria’s food security.
One of the most significant impediments to the foodtech sector’s advancement is Nigeria’s persistent infrastructural weaknesses.
The unreliable power supply, a well-known constraint for businesses nationwide, directly threatens food preservation, increasing spoilage risks and driving up operational costs for companies reliant on refrigeration and consistent processing.
Similarly, the often-deteriorated state of our road networks complicates logistics and transportation, hindering the efficient movement of goods from farms to consumers and across the supply chain.
Furthermore, limited access to clean water exacerbates operational challenges, particularly for maintaining food processing and hygiene standards. Collectively, these infrastructural shortcomings inflate operational expenses and introduce vulnerabilities throughout the food supply chain.
Economic constraints add another layer of intricacy. Fluctuations in currency exchange rates create instability in pricing and procurement, especially for businesses dealing with imported technologies or ingredients. Persistent inflation erodes consumer purchasing power and increases the cost of essential inputs, squeezing profit margins for startups.
Moreover, limited access to credit and investment capital makes it difficult for emerging foodtech companies to secure the necessary funding to invest in crucial technology, infrastructure, and expansion efforts.
This financial constraint can stifle innovation and prevent promising ventures from reaching their full potential.
The digital divide also poses a unique challenge for foodtech companies aiming to leverage online platforms and digital solutions. While mobile phone usage is widespread in Nigeria, disparities in digital literacy and access to reliable internet connectivity can restrict the widespread adoption of online food ordering and delivery services, particularly in rural and underserved communities.
This necessitates creative and inclusive strategies to bridge the digital gap and reach a broader consumer base.
Inefficiencies within the supply chain represent a critical bottleneck in the Nigerian food system. Fragmented agricultural supply chains, characterised by numerous intermediaries and a lack of transparency, contribute to alarmingly high post-harvest losses.
Inadequate storage facilities and inefficient transportation infrastructure further compound these issues, leading to significant waste and price volatility.
Addressing these systemic weaknesses is crucial for ensuring a stable and affordable food supply for all Nigerians.
Navigating Nigeria’s regulatory landscape can also be a daunting task for foodtech businesses. The presence of multiple regulatory agencies, coupled with often bureaucratic and time-consuming processes for obtaining licenses and permits, can create significant hurdles for startups. Clear, consistent, and streamlined processes within the regulatory framework are essential to foster a more enabling environment for innovation and growth.
Building consumer trust and acceptance for new food technologies requires overcoming inherent skepticism and unfamiliarity. Concerns regarding food safety, quality, and the security of online transactions can hinder the adoption of novel food products and digital platforms.
Transparent communication, robust quality control measures, and consistent consumer engagement are vital for building confidence and fostering widespread acceptance.
Finally, a notable talent gap exists within the Nigerian foodtech ecosystem.
A shortage of professionals possessing specialised skills in food science, technology, business management, and logistics can limit the growth and innovation capacity of companies in this sector. Addressing this skills deficit through targeted training and development initiatives is crucial for long-term success.
Despite these significant challenges, promising pathways forward can be forged through innovative and context-specific approaches. Investing in localised infrastructure solutions, such as independent power generation and efficient localised logistics networks, can mitigate the impact of broader infrastructural deficiencies.
Exploring diverse funding avenues beyond traditional banking, including angel investors, government grants, crowdfunding, and revenue-based financing, can alleviate financial constraints.
Adapting to the digital divide by leveraging basic mobile technology and employing offline strategies like local agent networks can expand reach and inclusivity.
Building resilient supply chains through direct farmer relationships, investing in aggregation centres, and utilising technology for farm management offer tangible solutions to logistical inefficiencies.
Proactive engagement with regulatory bodies and advocating for clearer, more supportive policies are crucial for navigating the regulatory landscape effectively. Building consumer trust necessitates transparent sourcing practices, clear communication about product benefits and safety, and active engagement with consumer feedback.
Finally, investing in talent development through collaborations with educational institutions and in-house training programs can bridge the critical skills gap.
Foodstuff Store is emerging as a business with a clear vision to directly confront several of these challenges. We are actively developing a decentralised network of businesses supported by strategically located distribution hubs across target states.
This approach will directly address the limitations imposed by poor road networks, ensuring more localised access to our food products.
Furthermore, the establishment of regional storage facilities, including a state-of-the-art solar-powered cold storage, directly tackles infrastructural deficiencies related to food preservation and ensuring a consistent supply.
Foodstuff Store’s ambition for end-to-end management of the food supply chain, encompassing in-house production, direct sourcing, advanced storage solutions, and efficient distribution, offers a powerful solution to existing supply chain inefficiencies.
This integrated approach promises enhanced quality control, significant reductions in post-harvest losses, and a more reliable supply of both perishable and non-perishable goods for our customers.
Our aspiration to become the “Amazon for Food Products” is a clear and ambitious goal underpinned by a technology-driven approach to all aspects of our operational management.
Foodstuff Store’s vision underscores a business model strategically designed to overcome significant hurdles within the Nigerian foodtech sector, offering a beacon of potential and a pathway to a more secure and efficient food system in a challenging yet remarkably promising landscape.
Broadcasting
History as TVC News Unveils Nigeria’s First AI-Powered News Anchors

TVC News has broken new ground in Nigeria’s media space with the launch of the country’s first Artificial Intelligence (AI) news presenters.
Rolled out in May 2025, the AI anchors will deliver news bulletins in English, Yoruba, Hausa, Igbo, and Pidgin, reflecting the broadcaster’s commitment to technological advancement and linguistic inclusion.
The initiative is designed to enhance news delivery by supporting human journalists, not replacing them.
TVC Communications, the parent company of TVC News, described the development as a milestone in its efforts to integrate cutting-edge technology into broadcast journalism.
“We are thrilled to pioneer this innovation in Nigeria’s media industry,” said Victoria Ajayi, chief executive officer, TVC Communications.
“Our AI news anchors represent a new era in news reporting, and this move underscores our dedication to using technology as a tool for growth and progress.”
Ajayi clarified that the AI-generated content will undergo thorough editorial review.
“Trained journalists and editors will assess every output to ensure it meets our standards of accuracy, balance, and credibility,” she noted.
In response to concerns about the potential misuse of AI, the organisation said it had established rigorous editorial safeguards, including watermarking and verification protocols. It also reaffirmed its adherence to the Nigerian Broadcasting Code and journalistic ethics.
With this launch, TVC News has become a trailblazer in AI-assisted journalism in Africa, setting a bold example for future media innovation across the continent.
- Telecom2 days ago
PAFON 2.0: Tizel Cybersecurity Calls for Vigilance over Surge in AI-Powered Fraud
- E-Business2 days ago
Gov. Mbah Tasks Youths to Embrace Technology as Enugu Tech Festival Opens
- News2 days ago
Power Ministry, NAEC Partner to Unlock Nuclear Energy Potential
- General News2 days ago
FG Launches Virtual Privacy Academy
- Telecom2 days ago
SeerBit, Spectranet Unveil ExpressPay to Simplify Broadband Payments
- News2 days ago
Zamfara, Oracle Partner to Drive Digital Skills Development
- Telecom2 days ago
Google Unveils AI Max to Boost African Business Visibility
- General News2 days ago
Treepz, Miva Open University Partner for Nationwide Mobility Services