Broadcasting
Technology, Creativity Critical in Nigeria’s Entertainment Industry- Onyemelukwe
Mr. Sam Onyemelukwe the managing director, Entertainment Management Company (EMC) Nigeria & TRACE in Nigeria, has identified technology, creativity, partnerships and professionalism as obvious factors for the long term survival of the Nigerian entertainment industry.
Speaking to the press in Lagos, Onyemelukwe who comes from a creative background, having begun his career in 1995 at Walt Disney Television in Buena Vista, California in the post production department, noted that government’s part in the industry’s sustainability plan entails the provision of enabling ground, infrastructural developments and funding.
He said, “No doubt, the Nigerian entertainment industry has come of age, but we need a clearer plan for long term sustainability of the talents and investments already in place. For instance, apart from funds, the industry can thrive better when professionalism is entrenched; which will benchmark artists, producers and others in the industry. It is going to do everybody good in the industry when that happens.
“For us in TRACETV; in fact, ask the artists themselves, they will tell you that we have professionalized our processes, operating in standards that will take many of our competitors years to attain.
“That is why in the last 4 years TRACE has worked with a good number of brands like St Eve for the Summer Jam Fest with Rick Ross; Diageo (Smirnoff Industry Nite & Johnnie Walker – Black Podium); Nokia (Don’t Break the Beat); Airtel ( Airtel TRACE Music Star); OLX (OLX TV AD Campaign); Ledrop (Remy Martin ,St Remy & Jack Daniels); GD Netter – Handled Creative duties for the Henessy Artistry Campaign 2011; GSK (Ribena & Lucozade); HP Nigeria; Tecno; Etisalat; MTN; Africa’s Next Top Model; Access Bank; Pepsi –Top Ten Music Chart Show; Samsung; Glo, among others. What did we achieved with them? We worked in the capacity of Selling Sponsorships, Event Management, Production, Talent Management, Innovative Digital Media Solutions, etc”.
“Another important point as the industry climbs the ladder of progress is partnership. You will find out that people engage in unnecessarily rate cuts so as to strike a deal, but at the end, it is either they do shoddy job or pay from their pockets to execute the job. When you lower your standards, don’t expect it will get better next time.
“If we have not leaved up to expectations, we wouldn’t have executed such campaigns as: Nokia’s Don’t Break the Beat; creative duties GD Netter’s Hennessy Artistry Campaign; Airtel TRACE Music Star; Smirnoff Industry Nite; Johnnie Walker’s THE SEAT; OLX Advertising Campaign; Ledrop (Remy Martin – At the Club with Remy/Remy Gbedu Slam) and others”.
“In terms of technology and the impact on the whole thing, it is at the centre of all this. Technology galvanizes, it sets you out from others and helps the creative ability in you to be put in proper shape. We believe that the entertainment village project to be built at the National Theatre, Lagos will come on soon, because the industry needs that. Even at this time we are talking about digital broadcasting, we need such infrastructure for independent producers to leverage for quality local contents production”.
TRACE is a brand and an international media group that provides contemporary music and sports entertainment content to a large and predominantly young audience.
Its core business is original content and pay-tv channels, available in English and French, distributed in over 150 countries through 28 satellites and 200 carriage agreements.
TRACE represents the voice of the youths, playing the best of R ‘n’ B and Hip Hop videos. Since its launch in April 2003, the channel has grown to include TRACE Urban, TRACE Tropical and TRACE Sports Stars, TRACE Africa and TRACE Toca
Inspired by the vibrant music scene, the electrifying artists, great music videos and the passionate creative spirit TRACE launched in Nigeria with a view to promote African music globally under EMC Nigeria who are the Exclusive representatives for TRACE in West Africa.
EMC Nigeria is also a Media and communications outfit that provides a complete suite of services from Brand Marketing Concept Development, Talent Management to Broadcast and Event Production.
Onyemelukwe after establishing himself in the media and entertainment, had spent the next decade between the worlds of fashion and music, producing and directing numerous performances and shows as well as working in Artist and Repertoire, developing young acts.
He most recently ran MTV Base’s Nigeria business, creating and executing campaigns, including concert events and club parties and Broadcast TV Production for LG, Coca Cola, Airtel and Cadbury Buttermint.
To summarize TRACE in Nigeria, he said, “we operate as a youth and young at heart brand solutions provider. In addition to providing access to music obsessed youth through our popular leading Trace Urban TV channel, we also produce world class broadcast TV content such as Pepsi Top 10, OLX Truth Series, handle talent management, provide Media & Advertising campaign solutions, Event Production for brands in Nigeria”.
Festus Sanmi Onifade, subscriber and legal practitioner, has withdrawn his lawsuit challenging alleged unfair price hikes by MultiChoice Nigeria Limited, filed at the Federal High Court in Abuja.
Also listed as a defendant in the suit is the Federal Competition and Consumer Protection Commission (FCCPC).
In a notice of discontinuance, dated April 1, 2025, the claimant formally informed the court of his decision to wholly withdraw the suit, marked FHC/ABJ/CS/363/2025.
However, the notice, signed by Onifade, did not advance reasons for the withdrawal.
Onifade had earlier approached the court to challenge what he described as an unfair and unjust price increase announced by MultiChoice Nigeria, slated to take effect from March 15, 2025.
In the originating summons, he asked the court to determine, among other things, whether, given Section 128 of the Federal Competition and Consumer Protection Act, 2018, and other relevant laws, the notice of the impending price increase issued by the first defendant was not unfair, unjust, grossly inadequate and a breach of his consumer rights; whether, considering the subsisting appeal in MultiChoice Nigeria Ltd & Ors v. Festus Onifade & Ors, the defendant was not stopped from further increasing the price of its services.
The suit centred on legal tussle between Onifade and MultiChoice over price hikes, which the claimant insisted were being implemented in defiance of regulatory standards and without adequate consumer engagement.
Uche Nnaji, minister of Innovation, Science and Technology, has, said that the federal government has been exploring measures to curb the growing exploitation of satellite technologies, lamenting that Starlink, DStv, and a few other service providers pay ‘peanuts’ to operate in Nigeria.
According to him, some foreign investors have been known to find a way to bypass the system and deprive the government of its mandatory revenues.
The minister made the revelation at a stakeholders’ Workshop on Space Regulation organised by the National Space Research and Development Agency (NASRDA) in Abuja.
Addressing the gathering, Nnaji noted that if the regulation of space is properly handled, it would not only boost revenue, it will also whittle down the growing activities of pipeline vandals, insurgents and criminal groups.
He said, “In the near future, we will move from the $ 1 trillion economy to $ 5 trillion. So with this space regulation and licensing. Starlink and most of them, including DSTV will come here, some will pay peanuts and shortchange Nigerians. These are part of what we want to address through this space regulation and license.
“You can be sure that yearly, if we are going by what my capacity DG of NASRDA has said, we will be looking at over N200 billion annually, with annual increment of 18-20 per cent. This is just one of the initiatives coming out of the agency.”
Continuing, Nnaji said the era of satellite pay-tv or radio losing signal when it is raining will soon be a thing of the past.
The minister said they have discovered some service providers are not operating on the right bandwidths hence the loss of signal when there is a change in weather.
“All these challenges of your TV or radio not working or losing signal whenever it is raining are because the DSTV and the likes are not hosting their equipment at the right bandwidth. They will host it at the lower bandwidth, where they will not spend money on the higher bandwidth.
“But with the regulation, we will force them to move it up to where it’s supposed to be. Because if you move it up to where it’s supposed to be, you won’t have any of those problems of losing signal as soon as it starts raining. So this is part of the many reforms that are going on under this very capable man, Dr. Olumide Adepoju.
Federal government has announced its target of generating over $20bn annually from Nigeria’s rapidly evolving space economy, leveraging a newly launched space security platform and comprehensive regulatory reforms.
Speaking at the launch event in Abuja on Tuesday, Chief Uche Geoffrey Nnaji, minister of Innovation, Science and Technology, unveiled the government’s strategic plans to capitalize on space technologies for national revenue generation, particularly in key sectors like oil monitoring and maritime surveillance.
“With space-based surveillance, we can detect vessels entering Nigerian waters—even those that switch off their transponders to evade detection. We’ll be able to track them, ensure compliance, and collect the appropriate fees. This initiative alone could yield over $20 billion annually,” he said.
The Minister emphasised that Nigeria’s space economy is no longer a futuristic dream but a present-day economic lever.
“Space is no longer the domain of dreamers alone—it is now the frontier of serious business, innovation, and national security,” he declared.
“Our task is clear: to establish a transparent, well-regulated ecosystem where public and private actors—from startups to established institutions—can thrive,” he added.
The new space security platform is tied to the enforcement of Nigeria’s 2015 Regulations on the Licensing and Supervision of Space Activities.
Section 4(1), mandates that no one “shall carry out activities to which the Regulations apply except under the authority of a license granted by the National Space Council.”
These regulations aim to hold local and foreign operators—such as Starlink and DSTV—accountable under Nigerian law.
“Currently, some pay appropriate fees, while others contribute minimally, shortchanging Nigerians. This new regulatory framework will address that imbalance,” Nnaji stated.
Dr. Matthew Adepoju, director general, National Space Research and Development Agency (NASRDA), echoed the Minister’s sentiments, highlighting the economic, security, and youth empowerment potential of the sector.
“Nigeria must remain a forward-thinking nation. We must ensure that space activities within our jurisdiction are properly regulated, commercially optimized, and aligned with international best practices,” Adepoju said.
According to NASRDA, Nigeria can generate about N200bn annually from space-related activities, with potential growth rates of 18–20 per cent per year.
The workshop, which gathered key stakeholders from government, academia, and the private sector, marks a pivotal shift in Nigeria’s approach to space as a tool for development.
It also underscores the urgency to reform existing legal frameworks.
Dr. Olisa Agbakoba, legal expert, who also spoke at the event, criticized Nigeria’s outdated space laws.
“Our current laws are outdated. The NASRDA Act is not a true space law. We need a clear economic strategy for space, legal reform, and an updated National Space Policy,” he said.
Agbakoba proposed creating a Center for Space Law and emphasized that space should contribute at least 2% to Nigeria’s GDP.
“Let’s learn from countries like the UAE. Why not aim for Nigerian astronauts—male and female?” he asked.
Mrs. Esuabana Asanye, permanent secretary of the Ministry, while unveiling the new NASRDA logo, positioned the current phase as a new era in Nigeria’s space journey: “We are now turning the page from the first 25 years, and ushering in a new era—one that will redefine Nigeria’s presence in space.”
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