The minister of Information and Culture, Alhaji Lai Mohammed, has tasked stakeholders in the Digital Switch Over (DSO) to carry out a detailed research to understanding consumers’ preferred content and means of delivering it.
Mohammed who tasked the DSO stakeholders in Lagos yesterday on content delivery, at the opening of the Creative Nigeria Summit 2018 with the theme: “Content: The Future of Nigerian Film and Television in A Digital Era” said a detailed research will aid the growing influence of the internet in sharing videos.
The minister decried that the stakeholders within the ecosystem of the DSO project are unfortunately focused on their immediate economic returns and convenient modules of implementation.
The minister said a research carried out on the 24 million TV households in Nigeria revealed that the Digitisation of Television required a much deeper understanding of Customers, Content and the quality of delivery of ‘Video’, however they are delivered, including but not limited to Television.
According to him: “with respect to content consumers in Nigeria, a well-researched survey of what the customers want, where they are, what they watch, want to watch, when and how they want it delivered, does not exist.
‘’But technological growth does not flow along those lines and in the near future, smart media entities will outstrip all plans, institutions and government power and reach the customer, leaving non-informed players with empty castles.”
He said everywhere in the world, video has exploded via on Demand and Live streaming, and that 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,” the minister said.
He disclosed that a recent survey done in over 42 countries revealed that expected video consumption on devices over the next 3 years will grow 45 per cent on Mobile, 45 per cent on Internet-enabled TV, 40 per cent on Tablet and 36 per cent on laptop computers.
He, however, said Traditional TV grew by 0 per cent – a development that led the researchers to come to the conclusion that video is not only increasingly consumed from the internet, it is clearly going mobile.
He said with the changing landscape, 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.
While noting the role of Nigeria as a leader in raw content in Africa through Nollywood, Hip Hop, Afrobeat and Comedy, the Minister observed that such contents are hardly monetized through production, distribution or royalty collection due to lack of investment in the production of compelling video content.
To buttress his point, he said of the N20 billion so far spent on the DSO, less than N500 million went into the production of content because Nigeria is yet to appreciate that Video, not Television, is about content.
Alhaji Mohammed assured that the present administration remains dogged in its determination to grow the creative industry and turn it into a creative economy.
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