Abuja: As Africast 2025 comes to an end, the National Broadcasting Commission (NBC) has reiterated its firm commitment to a stakeholder engagement drive aimed at elevating Nigerian television to a global platform. The Director-General of the NBC, Mr. Charles Ebuebu, stated that the Commission will engage key players in the music, film, and broader media ecosystems to address fundamental issues hindering the sector’s global reach. “Our creative stories are selling everywhere in the world; what is the issue with TV?” he questioned, emphasizing the need to identify and resolve these barriers.
According to Voice of Nigeria, Mr. Ebuebu also commended media industry participants for their involvement in this year’s Africast, urging them to collaborate with the NBC to implement the solutions discussed during the exhibition. Alongside this, Jibe Ologe, the Managing Director of Rwells Media, called for stakeholders, including child advocates, the government, and parents, to actively monitor the content consumed by children. She stressed the importance of creating youth-focused content that resonates with Nigerian culture and fosters a sense of national identity and patriotism.
In her address, Mrs. Ologe highlighted the intelligence and desire for authenticity among Nigerian youth, urging content creators to adopt inclusive and research-driven approaches. She advocated for young presenters to lead youth shows and criticized the portrayal of Western cultures that she believes leads many youths to lose touch with their Nigerian identity. Furthermore, she encouraged radio and TV presenters to embrace their local accents, promoting the idea of being proud of their Nigerian heritage.
The Africast 2025 conference and exhibition, themed “Navigating the Digital Surge: Building a Resilient African Media Ecosystem for the Future,” was praised by participants for its quality and vision. Samuel Anyanwu from Radio Nigeria expressed confidence in the positive impact of the event, while Idris Aloma, General Manager of the University of Ilorin station, noted the valuable networking opportunities and exposure to the latest electronic media equipment.
The event, established in 1996, has evolved into a significant platform for discussing ideas, policy, creativity, and technology in the broadcasting field. This year’s focus on digital transformation included discussions on AI, audience data, new regulatory frameworks, and sustainable media operations, attracting over three thousand delegates and media veterans such as Sam Anyamele, Toyin Sokefun-Bello (Ty Bello), and Charles Novia.