Information Minister reiterates position on advertising reforms
By Oghale Mafuru
Coming on the heels of the introduction of the new advertising law and Code of practice, the Minister of Information and Culture, Alhaji Lai Mohammed has reiterated his position on the advertising reforms which is geared towards repositioning the industry for growth and economic development.
Speaking during the National Advertising Conference which held at the Transcorp Hilton, Hotel Abuja, the Minister stated that the various Reforms that include the recently promulgated Advertising Regulatory Council of Nigeria ARCON, Amendments of the Nigeria Broadcasting Code, the Audience Measurement System and the Digital Switch Over (DSO) have revolutionized the advertising industry in Nigeria.
He affirmed that the ARCON has been constitutionally empowered to ensure the preservation of Nigerian local content and use of indigenous skills as an important element in advertising, advertisement and marketing communications services in Nigeria and for such services directed at the Nigerian market.
He further stated that the introduction of the regulations under the amended Broadcasting Code which mandates Media Agencies and Advertisers to offset all outstanding invoices within 60-days related to advert placement and the barring of carriage of adverts of defaulters will significantly address the diversion of advert revenue to the wring hands, lack of accountability in the advertising industry and significant empowerment in terms of funding for content producers and channel owners in the Nigerian media industry.
“The new amendment of the Broadcasting Code in furtherance of the required quota of 60% carriage of local content, has further defined the local content criteria targeted at the Nigerian audience as either produced or directed or authored by Nigerians, must-have least 75% of the leading actors and major supporting cast or must-have a minimum of 75% of its program expenses and 75% of post-production expenses are paid for services provided by Nigerians or Nigerian companies. This initiative will considerably develop the skills, expertise and industry of the local content market” he said.
“In order to stimulate growth and investment in the advertising sector, the Code was further amended to the effect that all television and radio advertisement for airing on all broadcast platforms, pertaining to products and services manufactured, grown, processed, developed, created and originating from Nigeria, shall be wholly produced in Nigeria. A breach of the forgoing will incur a penalty of N100,000.00 per broadcast and such sums shall be invested into the Local Content Development Fund. The build-up of this fund overtime, will assist the Commission to achieve its ultimate goal of funding local content development through collaborated activities such as empowering local content providers through training, manpower development using collaborative production and donation of broadcast equipment amongst others”.
According to him, the amended Nigeria Broadcasting Code that stipulates that it is mandatory for rights owners to offer the Sports and News programme and/or channels to other broadcasters for retail to residential and commercial subscribers in Nigeria will create a level-playing field by reducing barriers to entry and allowing the dissemination of a robust bouquet of channels which will foster competition amongst players rather than technology.
Commenting on the issues on Audience Measurement, the information Minister disclosed that The Advertising Regulatory Council of Nigeria (ARCON) has published a request for proposal (RFP) from audience measurement and insight providers who wish to deliver audience measurement services on Nigerian media platforms.
The Information Minister noted that audience media research for the media houses will enable them have better control of their scheduling and inventory in order to increase their audience engagement and level of advertising and that the series of reforms will deepen the broadcasting landscape by providing better access to content, promote local participation as well as reduce capital flight.
According to him, there will an increase in foreign earnings for the country as well as accelerated digital penetration.
RECOMMENDED ARTICLES
Comment
No comments found.