Chairman of the Independent Broadcasting Association of Nigeria (IBAN), Alhaji (Dr.) Ahmed Tijjani Ramalan, has called for greater equity and transparency in the Nigerian advertising sector.
Speaking at the 2nd Annual Advertising Industry Colloquium organised by the Advertising Regulatory Council of Nigeria, (ARCON), at Sheba Event Center, Ikeja, Lagos, Ramalan outlined significant challenges facing the industry and proposed actionable solutions to foster a more balanced and sustainable broadcast ecosystem.
Ramalan emphasised that current advertising practices impose a financial burden on broadcasters, limiting their ability to invest in quality programming.
He called for prompt payments from advertising agencies to ensure steady cash flow for media houses, and proposed a revised commission structure that would increase broadcasters’ share of advertising revenue. This, he said, would breathe new life into the industry and promote fairer competition.
Ramalan stressed the need for an accurate and reliable audience measurement system, urging ARCON and service providers to enhance the digital tools used for this purpose. He also advocated for stronger supervision of advertising contracts by ARCON, to ensure transparency and accountability.
The IBAN Chairman, however, raised concerns about unlicensed foreign media channels airing adverts on Nigerian pay cable and satellite bouquets. He called for these channels to be licensed by ARCON and to pay appropriate fees and taxes. This, he argued, would significantly boost revenue for local TV and radio stations and align with the Federal Governments local content policy.
Ramalan highlighted the need for equal treatment of indigenous content broadcasters by advertisers and rating agencies, regardless of their location or origin. He called for a more equitable broadcast media environment that supports local communities and promotes job and wealth-creation, in line with the Tinubu administration’s “Renewed Hope Agenda”.
The IBAN Chairman expressed optimism that the colloquium would yield a communiqu addressing the challenges faced by the media industry.
Ramalan announced plans for an IBAN Broadcasters Conference in November 2024, inviting all stakeholders to participate in further discussions on advancing the broadcast media advertising sector in Nigeria.
His remarks underscored the need for a modernised approach to the advertising industry’s tripartite value-cycle involving broadcasters, advertisers, and ad agencies. He called for efforts to close the gap that allows foreign entities to dominate the Nigerian advertising market and emphasised that the benefits of a lucrative market like Nigeria should begin with Nigerian entities.
The colloquium, he concluded, represents a vital step towards a more equitable and transparent future for Nigeria’s advertising and broadcasting industries.
