Nigerian Government has showered accolades on some of the country’s creative industry players.
Minister of Information and culture, Mr. Lai Mohammed has said that the country’s creative and entertainment industry is ruling the continent and also the creatives have been recognized as top class on the global stage.
The Minister said this on Monday at the Creative Nigeria Summit in Lagos, South West Nigeria. He reeled out many names of Nigerians doing great exploits in their chosen genres in the creative industry.
“We have seen a harvest of global recognitions for our Creative Industry players. Mo Abudu and Omotola Jalade-Ekeinde were named among the top 50 women doing extraordinary things on the worldwide stage by the Variety Magazine; and prolific author Chimamanda Adichie’s novel, Americanah, was listed in the New York Times’ list of 15 remarkable books by women that are ”shaping the way we read and write fiction in the 21st century.”
”Also, Wizkid has made history by becoming the first African artiste to sell out the Royal Albert Hall in London, while Davido emerged winner of the 2018 BET Award International Act.”
The 2018 Creative Industry Summit, with the theme: ”Content – The Future of Nigerian Film and Television in a Digital Era.” The summit brought together stakeholders in the industry from both home and abroad to examine and exchange ideas and innovations, to create sustainable solutions to challenges and harness the full potential of the Nigerian film and television industry.
Speaking on the future of Television and content, Mr. Mohammed said that the Digitisation of Television required a much deeper understanding of Customers, Content and the quality of delivery of Video.
“The landscape has changed. The accelerating shift towards mobile delivery continues unabated and a content rekindling has left consumers feeling lost in a sea of available programming.”
Media and entertainment companies that want to stay in the game may need to embark upon a holistic, coordinated and integrated programme of digital innovation to focus their resources, investments and capabilities on the things that truly matter.
On the issue of content, the Minister said Nigeria is the clear leader in raw content in Africa.
“Nollywood, Hip Hop, Afrobeat and our Comedians testify to this. But we are hardly monetizing them either through production, distribution or royalty collection. In fact, with about 20 billion Naira currently expended on the DSO, less than 500 Million Naira has gone into content! It is apparent Nigeria has forgotten that Video, not Television, is about content.”
”And everywhere in the world, Video has exploded via on Demand and Live streaming. Online TV or subscription services are now the norm – YouTube, Netflix, Iroko etc.”
”Video is now delivered via social feeds like Facebook, Wechat, LINE etc. Indeed, Video is the future of media on the web and is competing with scheduled linear TV content for consumer attention. I implore the key players in the DSO project to focus on any of the above.”
Making reference to a recent survey done in over 42 countries, Mr. Mohammed said the research findings revealed that expected video consumption on devices over the next 3 years will grow 45% on Mobile, 45% on Internet-enabled TV, 40% on Tablet and 36% on Laptop computers.
“Traditional TV grew by 0%! This led the researchers to come to the conclusion that Video is not only increasingly consumed from the internet, it is clearly going mobile.”
TV companies have used their advantage of being first in the homes to introduce data to the homes, thereby not only improving their revenues significantly but securing their roles in the future of Video watching.
Some 70% of homes in the U.K get their data from Sky, Virgin or You View. In fact BT, the main telecom operator, rushed to set up their own TV entity acquiring Champions League rights and offering it for free, if you buy data from them.
Very soon the race for content will begin. With a significant increase in the number of distribution channels and a variety of content to choose from, the clear winner will be the media company that invests in high quality original content that has taken into consideration the preferences of the customer. Ultimately, the goal will be to match content with audience expectation and enjoy maximum compensation.”
The Minister said that the Buhari led Administration remains dogged in its determination to grow the Creative Industry and turn it into a Creative Economy.
Reeling out the fruits produced by the summit last year, he said following the summit last year, there was a piracy stakeholders’ meeting with the Inspector-General of Police, resulting in the establishment of police anti-piracy units in all the 36 states. The subsequent extensive piracy raids have led to the confiscation of pirated products worth hundreds of millions of Naira.
Also last year’s summit brought about the Granting of Pioneer Status for the Creative industry by the Federal Government to reduce financial burdens on new investments and encourage both foreign and local investments within the industry.
Meanwhile the Governor of Lagos state Mr Akinwunmi Ambode who was represented by the Permanent Secretary Lagos state Ministry of Tourism and Culture Mr Fola Adeyemi said the state is investing huge resources in the sector because the government believes that is the future.
Mr Ambode said Lagos sees tourism as the new and best way to develop the state’s economy and create jobs for the teeming youths.
This is the second edition of the summit that started last year. The two-day summit, put together by Think Tank Media and Advertising Limited, in conjunction with The Federal Ministry of Information and Culture, was borne and executed out of a desire to urgently transform the Film, Television and Music sectors into a well-structured industry.