The Minister of Information and Culture, Alhaji Lai Mohammed, spoke about the initiatives the government is establishing for the digital switch over. He mentioned that the DSO is well underway. Since the launch of the DSO pilot scheme in Jos in 2016, the government has rolled out in the Federal Capital Territory.
Mr. Lai Mohammed said that the government is ready to take the DSO to the six other geo-political zones of the country. However, he stressed on the fact that the current industry model can hinder the smooth implementation of the whole process. He said, “The existing model will never enable the Nigeria’s Creative and Entertainment Industry to reach its full potential. It stunts the quality of the Content that can be created and it also limits the capacity of Television platforms to invest in dynamic offerings that Consumers will be attracted to.”
He said for the DSO from analogue to digital television to be sustainable for signal distributors, channel owners, TV content producers and advertisers, the scientific Audience Measurement System is critical to express the value of the content to consumers, as well as the value of the audience to advertisers, particularly in the TV sector.
Mohammed added “This industry framework can only happen if the Ministry of Information and Culture, which fortunately supervises both the Broadcasting and Advertising industries, serves as a catalyst for putting in place a robust Audience Measurement System that is in line with global standards and supports the realization of the immense potential that the Nigerian Creative and Entertainment industry holds,” he said.
The minister said the federal government had already taken a significant long-term decision to support the Nigeria creative and entertainment industry by ensuring and funding the inclusion of a middle-ware that will enable the scientific audience measurement on set-top boxes, hence the need to develop the framework.