The National Broadcasting Commission (NBC) is focusing on creating an enabling environment for the entire broadcasting value chain, to harness its enormous potential.
This was stated by the Director General of NBC, Mr Charles Ebuebu at the ongoing Africast 2023 with the theme: “Broadcast Content: Synergy, Finance and Market.”
Mr. Charles Ebuebu in his welcome speech said the regulation is designed to encourage investment, drive creativity and promote healthy competition.
“The advertising sector is an integral part of the broadcasting industry and it plays a critical part in sustaining the vitality of the ecosystem.
“To drive revenue in the advertising sector and break free from the shackles of big tech content monetization, we must institute a robust and accurate system for measuring our viewership. This will enable advertisers to make data-driven decisions and in turn, better compensate content creators.“ He said.
According to the NBC boss, the world has evolved and the commission must follow the trend.
“Our regulations will seek to ensure that content creators are adequately rewarded regardless of the platform on which their work is conceived.
I will ensure we have a policy-driven strategy to enhance the visibility of local content.
“A modern and relevant code will serve as a cornerstone for progress, for innovation and compliance within the broadcasting industry.”
Before declaring the event open, the Minister of Information and National Orientation, Idris Mohammed said that the broadcast industry is critical to the success of President Bola Tinubu administration’s economic vision.
“The economic potential that broadcasters represent as an industry is virtually unlimited, and this can be seen from the examples of the countries around the world that have successfully unlocked the full scale of their broadcast industry.
“Nigeria is already well on the path of success as the country’s films and music and culture are now well known around the world, and we are constantly breaking new creative and content ground.” He stated.
The Minister also highlighted that the industry needs to focus on business and commercial aspects, the framework for attractive investments and creating viable and sustainable pipelines for profitability.
“I have no doubt that by combining the political will of government and the technical and financial expertise of the private sector, we will succeed in this regard.”
Africast is the destination event where local and global industry players learn about the latest innovative technologies, services, and products as well as how to access the broadcast industry market.
