Audience Measurement Council, FG appoints FMEI as consultant
The Federal Government of Nigeria has appointed First Media and Entertainment Integrated (Nigeria) Limited (FMEI) as consultants to the federal government on the delivery of audience measurement services on Nigeria media platforms.
According to a joint release by the National Broadcasting Commission (NBC) and the Advertising Practitioners’ Council of Nigeria (APCON), the appointment is the culmination of a tender process conducted over the last three months.
“Sequel to a tender process conducted over the last three months, the above company (FMEI) has been selected to deliver the much needed robust industry-wide technology-enabled Audience Measurement System covering television, radio and other media for the broadcast and advertising industry in Nigeria,” Mallam Balarabe Ilelah, Director general, NBC and Dr. Olalekan Fadolapo, Registrar/ CEO, APCON signed release stated.
The release further stated: “It is expected that with the introduction of a world-class Audience Measurement regime, there will be justification for advertising spend. This will of course increase the revenues accruing to the broadcast and advertising industries as well as make them compete with similar industries from anywhere in the world, and create more jobs in the sectors.”
Recall that the Federal Government, early this year inaugurated a task team on audience measurement with a view to boosting broadcast medium in the country as well as guaranteeing return on client’s advertising investments and expenditures.
Inaugurating the task team virtually in Abuja, the Honourable Minister of Information & Culture, Alhaji Lai Mohammed said the setting up of the task team would herald the dawn of a new era in the broadcast industry, observing that the drive for Digital Switch Over (DSO) of the nation’s television sector from analogue to digital was well underway.
His words: “With this task team, we are today heralding a new dawn in our broadcast industry. The Digital Switch Over (DSO) of our television from analogue is now well underway, and we are set to announce a new accelerated agenda in order to ensure that the DSO becomes a veritable tool to help lift the creative industry out of crippling effect of Covid-19 pandemic.”
Members of the 8-man task team were: Alhaji Bello Garba Kankarofi, Former Chief Executive Officer and Registrar of Advertising Practitioners Council of Nigeria (APCON) who served as Chairman of the Committee. Others were Mr. Obi Asika, Founder and Chairman of Dragon Africa, HajiaSa’aa Ibrahim, President, Broadcasting Organization of Nigeria (BON), Mr. Mahmoud Ali-Balogun, Chief Executive Officer of BrickHouse Media and Mrs. Pauline Ehusani, Assistant Director, Monitoring at National Broadcasting Commission. Other members of the team included Mr. Tolu Ogunkoya, Group Chief Executive Officer of Media Reach and past President of Media Independent Association of Nigeria (MIPAN) and Joe Mutah, a Media Practitioner with the Federal Radio Corporation of Nigeria who also served as the committee’s secretary and, Mrs. Ijedi Iyoha, Former Acting Registrar and Chief Executive Officer of APCON.
The Council, which has been given take-off approval, will comprise of all relevant stakeholders in the Nigerian Integrated Marketing sector as well as the Nigerian Broadcasting Commission (NBC).
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