Broadcasting
Three Reasons Why Customer Experience isn’t Just About Existing Customers

By Hyther Nizam, President MEA, Zoho Corporation
In today’s hyperconnected world, a bad shopping experience can drive a potential consumer to a competitor. While product and pricing used to be sufficient to separate a business from its competitors, this is no longer the case. Today’s consumers place a premium on speed, convenience, and professional and friendly service.

According to a 2018 PwC survey, consumers are willing to pay a premium for an amazing customer experience, and disgruntled customers are much more inclined to transfer their business elsewhere than to seek to remedy a terrible experience.
When people talk about customer experience, they frequently refer to existing customers. After all, it is substantially easier to market new products and services to existing clients than it is to acquire new ones. This is not to say that businesses should focus exclusively on existing customers. It is important for business growth to gain new clients, and customer experience (CX) plays a critical part in this process.
Optimise experiences for repeat customers
Remember that CX encompasses the totality of a customer’s journey (or journeys) with a brand or business. That means organisations have to understand what a customer experiences, right from the moment they feel the need to purchase and notice available options, to the subsequent research they do, zero in on your product/service, and make their final buy. Beyond this, organisations need equally to ensure that each part of the journey is optimised to draw in new customers and retain their loyalty post-purchase with a delightful after-sales experience that turns them into repeat customers.
A potential customer enters the experience economy the moment he/she feels a psychological need for a product/service and decides to act on it. For organisations, this is the first organic CX touch-point. In today’s digital world, this touch-point can take the form of online advertising, appealing SEO-optimised websites, video testimonials, live chat, and sign-up forms. It’s clear that a good CX begins with impact-driven content that helps prospects find their way to what you have to offer.
It’s additionally important to remember that, while we might once have thought of the customer journey as linear, it’s increasingly obvious that this is not the case. A potential customer may go on tangents, get distracted and take breaks, and change the channels they’re using for research or to sign up as a customer. Organisations have to be able to cater to this non-linear approach while providing a consistently good experience if they’re going to keep attracting new customers.
Consider the generational shift in CX plans
Organisations also need to be cognizant of the fact that there’s a generational shift when it comes to customer experience. A recent survey shows, for example, that 51% of the Gen Z respondents ranked social media presence as the second highest factor, after “providing superior product/service quality”, for brands to maintain relevance; on the other hand, only 13% of Baby Boomers listed social media presence; moreover, 78% of Gen Z buyers said they research or look at customer reviews most of the time before purchasing from a new brand. Gen Zs are also more likely to identify “not being able to find the information I need online” as one of the most egregious examples of bad customer experience. Younger customers are additionally more likely to use community forums, in-app messaging, and webchat.
It’s pivotal, therefore, for organisations to understand this generational shift and bake it into their CX strategies. This helps design a well-rounded approach that’s considerate of traditional practices but at the same time forward-looking, which ensures that organisations don’t get left behind. To achieve this balance, organisations should look to move towards a true omnichannel approach, which provides seamless, high-quality experiences within, between, and across channels.
Build exceptional digital experiences
Research from Gartner shows that today, nearly half of customers can’t tell the difference between most brands’ digital experiences (DX), and as a result, 58% of customers also believe that DX does not impact what they end up buying. However, according to Gartner, a course-changing DX can positively impact brand preference by 37% and behavioural advocacy by 54%.
Customers expect brands to meet them where they are and creating digital experiences enables businesses to engage with potential new customers in meaningful ways. Digital experiences can help companies stay ahead of their competition and thrive in an ever-changing environment by providing 24/7 customer service and support and tailored offerings and interactions.
Broadcasting
FG to Launch Nationwide Free Digital TV Platform June 17

Federal government, yesterday, said that it will now launch the so-called FreeTV, with over 100 channels for news, sports, education, entertainment and children’s programming in multiple Nigerian languages on June 17.

National Broadcasting Commission (NBC) had initially scheduled for May 15 for the launch.
But the new date was announced by Mohammed Idris, minister of Information and National Orientation, on Wednesday during a facility tour of NIGCOMSAT, alongside Dr Charles Ebuebu, director general of the National Broadcasting Commission (NBC) and other stakeholders.
Idris said the long-awaited migration from analogue to digital broadcasting had finally become a reality after years of failed attempts and delays, describing the project as a major breakthrough for Nigeria’s broadcasting industry.
“I have been grappling with this idea of the DSO for many years. Moving our transmissions from analogue to digital has now happened and is ready to be commissioned by June 17,” the minister said.
He revealed that several channels had already been bundled onto the platform, adding that the digital transition would transform broadcasting, advertising and television consumption across Nigeria and Sub-Saharan Africa.
According to him, the new platform introduces scientific audience measurement tools capable of tracking viewership patterns in real time, thereby giving advertisers reliable data for targeted campaigns.
“Now science is at play. If you are viewing a station, we know who is watching what and how many people are watching. Advertisers can now take informed decisions about the kind of programming Nigerians want to watch across all demographics,” Idris stated.
The minister said the collaboration between NIGCOMSAT, NBC, the Ministry of Communications and the Ministry of Information had made the digital transition possible, while commending President Bola Tinubu for providing the necessary support and resources.
He described previous DSO efforts as limited and expensive due to encrypted set-top boxes but noted that the new system would be free and accessible to millions of Nigerians.
“In the past, the boxes were encrypted and costly. Now this is free. Government has taken off some of those costs on behalf of Nigerians,” he said.
Idris stressed that unlike earlier pilot phases restricted to a few cities, the new digital platform would have nationwide and regional reach through NIGCOMSAT’s satellite infrastructure.
“Everybody can now watch whatever he wants in real time and painlessly. Free TV everywhere for everybody”, he declared.
The minister also hinted that the platform would challenge the dominance of existing pay-TV operators by offering Nigerians wider viewing options at no cost.
“I don’t want to always use the word ‘substitute’, but this offers opportunities you didn’t get before. You no longer have that monopoly again. Competition is going to set in. Content will grow and viewership will grow,” he said.
He added that the platform would initially launch in standard definition, SD, before quickly transitioning to high definition, HD, bringing Nigerian broadcasting in line with global standards.
“Soon after the launch, we are moving to HD. Nigeria will now compete globally. What you watch here is what you get anywhere,” Idris said.
The minister further disclosed that the service was already available via mobile application and had successfully undergone testing ahead of the official unveiling.
Also speaking during the tour, managing director and chief executive officer of NIGCOMSAT, described the collaboration between NIGCOMSAT and NBC as a strategic partnership that has strengthened service delivery and raised operational standards within Nigeria’s digital broadcasting ecosystem.
According to her, ongoing investments and satellite expansion plans under the current administration will guarantee reliable and continuous service delivery.
“The work has only just started. The work has only just begun,” she said.
Among those who accompanied the Honourable Minister on the tour were Salihu Abdullahi Dembos, director-general, Nigerian Television Authority (NTA); Jibrin Baba Ndace, director-general, Voice of Nigeria (VON); Mohammed Bulama, director-general, Federal Radio Corporation of Nigeria (FRCN); and Lanre Issa-Onilu, director-general, National Orientation Agency (NOA), alongside other senior government officials and dignitaries.
Broadcasting
Metro Digital, Nigerian Firm Accuses Multichoice Of Refusal to Obey Court Judgements

Metro Digital Limited, a licenced Indigenous broadcasting organisation, has accused Multichoice, pay television company, of refusing to obey judgements emanating from Courts in Nigeria.

It said the latest of such judgements is the one that was delivered by Justice Chinelo Odili of Rivers State High Court on May 4, 2026 in Suit No. PHC/3943/FHR/2025.
Dr. Paul Osuji, operations manager of Metro Digital, at a press conference in Port Harcourt, Rivers State,
said the suit was filed by the organisation and two others against Multichoice and the Economic and Financial Crimes Commission (EFCC).
Osuji stated that Justice Odili has in the judgement described the arrest of a staff member of the company and the carting away of it’s properties and disruption of it’s broadcasting business by the EFCC over a civil dispute of copyrighy as unlawful and violations of the applicants’ rights.
The manager recalled that in October 2025, Multichoice instigated the EFCC to read their office in Port Harcourt, arrested a staff of the company and staff of another company, while the suit was still pending.
“On October 16, 2025, the premises of Metro Digital Limited, a licenced indigenous broadcasting organisation was raided by the Nigerian anti-graft agency, EFCC, instigated by Multichoice Nigeria, purportedly acting on a preservation order made by the Federal High Court sitting in Port Harcourt over the sub licensing of broadcasting content right.
“The preservation order came from a civil dispute already adjudicated by the Court of Appeal No. CA/CS/188/2021 – Multichoice Vs Metro Digital Limited and 20 others, which is a subject of a pending appeal -No. SC/CV/1248/2022 -Multichoice and 20 others before the Supreme Court.
“Instructively, while suit No. PHC/ 3943/ FHR/2025 was still pending, Metro Digital Limited filed an application to set aside the said preservation orders of the Federal High Court sitting in Port Harcourt and presided over by Hon. Justice A.T Mohammed.
“In his ruling delivered on December 10, 2025, set aside the preservation orders and it’s legal execution on Metro Digital Limited. The court also ordered EFCC to return unconditionally all the properties and records of Metro Digital Limited, illegally and unlawfully carted away during the raid but the agency has till today not obeyed those orders of the Court,” he said.
Metro Digital Limited is known for operating SLTV, a direct-to-home satellite television service launched to provide affordable, locally-owned alternatives to international pay TV
Broadcasting
Court Stops NBC From Punishing Broadcasters over On-Air Opinions

A Federal High Court in Lagos has restrained the National Broadcasting Commission (NBC) from sanctioning or punishing broadcast stations and presenters over the expression of personal opinions, alleged bullying of guests, or failure to maintain neutrality on air.

NBC
Justice Daniel Osiagor granted the interim injunction following an ex parte application filed by the Socio-Economic Rights and Accountability Project (SERAP) and the Nigerian Guild of Editors (NGE).
The court specifically restrained the NBC, its officers, agents and affiliated persons from enforcing its recently issued “Formal Notice” or imposing sanctions, fines or penalties on broadcasters based on provisions of the 6th Edition of the Nigeria Broadcasting Code, pending the hearing and determination of the substantive suit.
SERAP and NGE had approached the court to challenge what they described as an arbitrary and unlawful move by the commission to punish broadcasters for allegedly expressing personal opinions as facts, bullying or intimidating guests, or failing to maintain neutrality during programmes.
The groups also asked the court to determine whether the provisions of the Nigeria Broadcasting Code relied upon by NBC were inconsistent with the 1999 Constitution, as amended, and Nigeria’s international human rights obligations.
The suit followed an April statement by the NBC in which it raised concerns over what it described as increasing violations of the broadcasting code across news, current affairs and political programmes.
The commission had warned that presenters who expressed personal opinions as facts or bullied guests during live broadcasts would be sanctioned.
However, Justice Osiagor, in his ruling, held that pending the hearing of the substantive matter, the commission must refrain from using the formal notice to threaten, sanction or punish broadcast organisations and on-air personalities under the contested code provisions.
The matter was adjourned until June 1, 2026, for hearing of the motion on notice.
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