NBC seeks advertisers, media collaboration on DSO

The Director General of the National Broadcasting Commission (NBC), Is’haq Modibbo Kawu, has called for collaboration and mutual working relationship among advertisers, media buyers and broadcasting stations as part of plans to achieve digital switchover (DSO).

Kawu disclosed this to participants at the opening ceremony of a two-day workshop organized for the advertising and broadcasting practitioners in the country which included MIPAN, AAAN, BON, ADVAN, EMCOAN, APCON and NBC tagged the “NBC DSO Roadmap Series” held at Sheraton Hotel Ikeja, Lagos.

He pointed that plans were on the way to move the DSO to other regions in Nigeria aside Jos and Abuja where the initiative was being piloted.

He noted that switching from analogue to Digital Terrestrial Television (DTT) would enhance development of ‘all-digital’ terrestrial broadcast services for sound and television in the country and advertisers could leverage on the multi channels that would be already created and being created to advert and showcase their products and services to audience who can be measured.

In addition, he pointed that media owners and content providers would now have a much larger reach than ever as programmes would be reached nationwide which would enable them give real data of their programme or TV station mileage and be able to develop quality content that would meet their target audience, advertisers and target market in the same vein.

Advertising Practitioners Council of Nigeria (APCON) Registrar, Alhaji Garba Kankarofi, said the digital revolution would help the development of local content in the media and employment opportunities which would offer advertisers wider opportunities to advert and reach the target market.

He added that monitoring and regulations would be very key among practitioners especially NBC to ensure standard were maintained.

Media Independent Practitioners Association of Nigeria (MIPAN), President, Dr. Ken Onyeali Ikpe, pointed that for synergy to happen among the media owners and media buyers in a digital TV economy issues of pricing had to be based on value, reach and audience that a platform could deliver instead of transforming cost of running business to agencies.

“So when we allow ourselves, media owners, agencies and our industry to get dragged into detailed discussions that only have to do with counting costs-overhead, equipment and so on, we have left the world of pricing behind,” he noted.

Ikpe added that despite the country’s failure to meet the International Telecommunications Union’s (ITU) June 20, 2017 deadline to switch from analogue to digital, he noted that plans were in top gear to ensure at switch over becomes a reality.

Recall that the country failed to meet the ITU deadline three times; in 2017, June 17, 2012 and June 17, 2015. The commission attributed the failure to poor commitment on the part of the government in the past, issues of funding, and stakeholder synergy.

The DTT box which is called ‘FreeTV’ is sold for N1, 500 in the states is being currently piloted. It comes with over 30 free TV stations, value added services like Public service announcement, EPG Advertising where viewers can click to view an advertiser’s website after watching the ad, video on demand to view any recently launched Nollywood movies in the cinema, applications and internet facilities.   


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