NBC, VON Unveil New Strategies for Content Monetization and Global Reach at NEMCEA 2025 DG’s Roundtable
By Azeez Disu
Leaders of Nigeria’s top media agencies have called for a strategic overhaul in content creation, urging producers to embrace new technologies and partnerships to ensure sustainability in a fragmented digital landscape.
The call was made at the maiden edition of the DG’s Roundtable, a headline event at the fourth edition of the Nigeria Electronic Media Content Exhibitions and Awards (NEMCEA 2025), held at the Radisson Blu Hotel in Ikeja.
The event, organized by the Electronic Media Content Owners Association of Nigeria (EMCOAN), brought together key industry players to discuss policies for growth and innovation.
Charles Ebuebu, Director-General of the National Broadcasting Commission (NBC), and Jibrin Baba Ndache, Director-General of the Voice of Nigeria (VON), outlined bold initiatives aimed at empowering local content creators.
NBC Pledges New Marketplace with Digital Switch Over
Charles Ebuebu announced that the NBC is transforming its role from a “traditional watchdog” to a collaborative partner to grow the creative industry. He declared, “Our work will be joined and will be rated successful if we’re able to create an enabling environment”.
A cornerstone of this new approach is the full implementation of the Digital Switch Over (DSO). Ebuebu described the DSO as a massive opportunity for visibility and monetization, stating, “The DSO or the digital switchover is NBC giving Nigerians, the creative industry, the platform to project their content. That is simply what it is”.
Key features of the DSO initiative include:
• A plan to launch with 60 to 100 local content channels from day one, covering the entire country via satellite.
• The creation of a dedicated app to ensure content is accessible on laptops and phones, moving beyond the need for a physical decoder.
• A focus on a free-to-air model to create a vast marketplace where creators can monetize their work through advertising.
Ebuebu also addressed the long-standing issue of children’s programming, revealing that the NBC plans to redefine local content policy. “For you to qualify for that ratio that you’re carrying local content, it must have a segment of children’s content. That is to drive productivity,” he explained.
VON Offers Global Platform for Positive Nigerian Storie
Jibrin Baba Ndache championed a strategy anchored on what he termed the “three Ps: people, platform and partnership”. He extended an open invitation to content creators to collaborate with VON to change the global perception of Nigeria.
“All of this content you are creating should be a content that project Nigeria in a positive light because the mandate of Voice of Nigeria is to be in the lead in projecting Nigeria,” Ndache urged. He lamented the disproportionate focus on negative news, asking, “Why do we have to focus as Nigerians only on 0.00% of the negative things that happened around us…? Nobody will do that for us”.
Ndache highlighted VON’s unique capacity to amplify local content globally by translating it into multiple languages.
He promised creators, “When you create content in one language and you bring it to voice of Nigeria, we are going to amplify it… when you talk to us in one language, we are talking to the world in multiple languages”.
He also stressed the need for media professionals to embrace new technology, particularly Artificial Intelligence (AI). Citing an expert, he said, “AI will not take the place of humans. It is the humans who embrace AI and modern technology will take the place of those who do not”. This, he explained, is part of building a modern, multi-skilled journalist who can create integrated text, video, and audio content for a converged media world.
The roundtable concluded with both leaders reaffirming their commitment to working as a team, supported by a President and Minister of Information who understand the power of media in shaping national narratives.