Broadcasting
Showmax Unveils First Ever Nigerian Masterbrand Campaign

Showmax, Africa’s original streaming service is staking a major claim on the rapidly growing streaming industry in Nigeria with its first ever Nigerian Masterbrand campaign with tagline “No one tells a story like we do”.

The campaign officially launched on Monday, 29 May with a super crisp and relatable television commercial featuring Nigerian actress, Sharon Ooja, who also stars in the AMVCA-nominated Showmax Original, Flawsome. The campaign pays an ode to the vibrant, larger-than-life storytelling streak of Nigerians and Showmax’s apparent efforts to tell authentic Nigerian stories through its slate of originals – eight of which were launched over the past one year.
Showmax had first teased the campaign with a display of some of the most popular Nigerian slangs such as Just Dey Play, Woto Woto, Eweee and Pressure Ti Wa on billboards across major cities in Nigeria. Conversations about these billboards were amplified on social media with many users giving their unique spins and takes on the campaign.
It wouldn’t be the first time Showmax would be starting conversations on social media. In 2022, the streaming platform’s hit Nigerian iteration of the Real Housewives franchise, The Real Housewives of Lagos (RHOLagos) dominated conversations on social media, sitting on the Twitter trend table for its 13-week long run. RHOLagos has gone on to win an AMVCA for “Best Costume Designer”, alongside other Showmax originals like the police and procedural drama, Crime and Justice Lagos, which snagged the awards for “Best TV Series” and “Best Picture Editor”.
Speaking on the campaign, Opeoluwa Filani, General Manager at Showmax Nigeria, says that the campaign is a celebration of the wealth of stories that abound in Nigeria and Showmax’s commitment to telling them as a truly Nigerian brand. “In Nigeria alone, we have over 300 tribes and thousands of untold stories.
“We can tell 300,000 stories in a year, and you will still find a new and exciting story to tell for the next 10 decades. That’s the beauty of our diversity,” he says.
“As a brand, we believe it is our duty to tell these stories and tell them in their most original and purest form. And this is even more important to us because we’re Africa’s original streaming platform and we truly believe that no one can tell our stories better than we do,” Filani concluded.
The streaming service had officially set up shop in Nigeria last year with the appointment of Filani as General Manager and other key hires for its Nigerian operations as part of efforts to solidify its presence and investment in the country.
At the time, Yolisa Phahle, the CEO of Showmax, had said in a statement that the platform has witnessed unprecedented growth in its paying subscriber base and it “has become even more important to have a dedicated team at the helm of affairs of Showmax in one of our most important markets.”
That decision is paying good dividends. With 22 nominations at the biggest TV and film awards in Africa, a record charting kids’ show, Jay Jay: The Chosen One, mirrored after the reimagined childhood of Nigerian football legend, Jay Jay Okocha, a growing slate of critically acclaimed originals including the James Omokwe-produced Diiche, Flawsome, Crime and Justice Lagos, The Real Housewives of Lagos and Abuja, and Wura, as well as an extensive collection of TV shows and films from Africa Magic – such as Itura, Covenant, My Beautyful Life and Ricordi.
The streaming platform is also home to HBO shows. Fans of Game of Thrones and its prequel, House of the Dragon can binge-watch the complete seasons of the fantasy series as well as other fan-favourite HBO and Emmy-winning shows such as Succession, Barry, The Last of Us, Love and Death, Industry and Euphoria.
Showmax Pro bundles the Showmax entertainment offering with music channels, news and live sports streaming from SuperSport. Subscribers can live stream the latest seasons of the English Premier League, LaLiga, Serie A, UEFA Europa and UEFA Conference leagues, FIFA World Cup qualifiers and more.
Showmax can be streamed using apps for smart TVs, smartphones, tablets, computers, media players and gaming consoles with data consumption management available using the bandwidth capping feature.
Broadcasting
Nigeria Launches FreeTV Nationwide

Nigeria has launched FreeTV, a broadcasting platform, designed to provide households across the country with free access to digital broadcasting, improved picture quality, and a wide range of local and international content without subscription fees.

The announcement was made in a post on the official X handle of the Presidency, describing the initiative as part of President Bola Ahmed Tinubu’s Renewed Hope Agenda, which prioritises inclusion, expanded access to opportunities, job creation, support for local enterprise and the use of technology to improve daily life for citizens.
According to the statement, FreeTV forms part of Nigeria’s Digital Switch-Over (DSO) programme and is intended to ensure that no Nigerian is excluded as the country transitions fully from analogue to digital broadcasting.
The platform will offer access to more than 100 national, regional and state-owned channels, covering news, sports, films, music, children’s programming, educational content, as well as dedicated Yoruba, Hausa and Igbo language channels.
The Presidency noted that the service will be accessible through satellite, terrestrial transmission and a dedicated FreeTV mobile application, enabling coverage for users in urban centres, rural communities and previously underserved areas that were not fully captured in earlier DSO pilot phases.
It also clarified that Nigerians will not need to purchase new television sets to access the service. Existing televisions can work with compatible DVB-T2 or DVB-S2 decoders, while users with already compatible free-to-air devices may not require additional equipment.
Speaking ahead of the launch, Charles Ebuebu, director-general, National Broadcasting Commission (NBC), said the initiative reflects the administration’s broader digital inclusion strategy.
“FreeTV speaks directly to President Bola Ahmed Tinubu’s vision of Renewed Hope towards expanding access, creating opportunity and ensuring that every Nigerian, regardless of location or income, can benefit from the digital economy. With FreeTV, families across Nigeria can enjoy quality digital television without a monthly subscription, while our local content producers, technicians and young creatives gain new platforms and new jobs,” he said.
The statement added that the platform will also strengthen Nigeria’s creative and broadcast industry through regional production hubs in Lagos, Abuja, Port Harcourt, Enugu, Kano and Benin, creating employment opportunities for content creators, editors, camera operators, sound engineers and other media professionals.
The Presidency further disclosed that the final analogue switch-off remains scheduled for December 31, 2028, urging Nigerians to begin preparations by confirming decoder compatibility and downloading the FreeTV mobile application ahead of rollout.
Broadcasting
Stakeholders Endorse Hybrid Model for Nigeria’s Digital Switch

Stakeholders in Nigeria’s broadcasting industry have endorsed a hybrid digital broadcasting model that combines Digital Terrestrial Television (DTT), Direct-to-Home (DTH) satellite services, and digital application-based platforms for the country’s Digital Switch Over (DSO) programme,

The resolution was reached at a high-level stakeholder meeting convened by the National Broadcasting Commission (NBC) under the supervision of the Federal Ministry of Information and National Orientation at NICON Luxury Hotel, Abuja.
The meeting, chaired by Alhaji Mohammed Idris, minister of Information and National Orientation, brought together regulators, broadcasters, signal distributors, set-top box manufacturers, content producers, satellite operators, and industry associations to chart a sustainable path for Nigeria’s long-delayed digital migration project.
Addressing stakeholders during the closed-door engagement session, the minister described the meeting as a collaborative effort aimed at finding practical solutions to challenges facing the DSO project.
“This engagement is a family discussion aimed at finding practical solutions to ensure the success of the Digital Switch Over project. Government has no hidden agenda, and all decisions will be guided by national interest, stakeholder inclusion, and the long-term sustainability of the broadcasting industry,” he said.
The minister acknowledged concerns raised by industry players regarding stakeholder consultation and participation in previous phases of the project, noting that while broader engagement should ideally have commenced earlier, there remained an opportunity to build consensus and move forward together.
“While there may be differing views on implementation approaches, there is broad agreement that Nigeria must complete its digital migration journey. We must work collectively to achieve this national objective,” he stated.
Mr Charles Ebuebu, director general, NBC, described the stakeholder meeting as “iconic”, noting that it marked a turning point in Nigeria’s efforts to complete the digital migration.
He said the country had spent over a decade on the DSO journey, missing several deadlines, but expressed optimism that a clear implementation plan was now being developed.
Ebuebu said the commission, in collaboration with stakeholders, is working toward a sustainable model that ensures return on investment for industry players while delivering value to the nation.
He said that the outcome of the consultation process would produce a unified framework for implementation and communication going forward.
Mrs Jane Nkechi Egerton-Idehen, managing director, Nigerian Communications Satellite (NIGCOMSAT), said the DSO initiative forms part of broader federal interventions aimed at building a sustainable broadcasting ecosystem.
She explained that government investments had supported satellite coverage, national call centres, and regional production studios across the country.
According to her, the objective is to address gaps in content distribution and ensure that Nigerian broadcasting reflects the country’s linguistic and cultural diversity.
“We are not departing from the original plan. We are innovating on how it is implemented,” she said.
She also highlighted efforts to expand access to production facilities across geopolitical zones to support content creators and reduce dependence on major urban centres.
The meeting attracted 128 participants, including the Director-General of the NBC; Permanent Secretary of the Federal Ministry of Information and National Orientation, Dr. BRM Ukire; Director-General of the Nigerian Television Authority (NTA), Abdulhamid Dambos; Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr Olalekan Fadolapo; Chairman of the Broadcasting Organisations of Nigeria (BON), Chief Tony Akiotu; Managing Director of NIGCOMSAT Ltd, Mrs Jane Nkechi Egerton-Idehen; and representatives of licensed broadcasters and other industry stakeholders.
During deliberations, stakeholders agreed that the DSO project remains both necessary and desirable for Nigeria, emphasising that the transition should prioritise national interest, industry sustainability, local content development, local manufacturing, and job creation.
Among the key resolutions reached was the affirmation that Digital Terrestrial Television (DTT) remains a critical component of the DSO framework and should not be discontinued. Participants also agreed on the need to reconstitute the DigiTeam implementation platform to provide a structured mechanism for consultation, collaboration, and industry participation.
Stakeholders further called for stronger engagement between regulators and industry players, with an agreement that stakeholder meetings would be held at least quarterly to ensure continuous alignment on implementation strategies.
The meeting also welcomed ongoing efforts by the NBC and ARCON to develop a sustainable business model aimed at improving audience measurement systems, strengthening advertising revenue generation, and enhancing the long-term viability of broadcasting organisations.
In addition, stakeholders were assured by NIGCOMSAT of the reliability of satellite infrastructure supporting the DSO platform.
The company disclosed that backup arrangements with alternative satellite operators were already in place to guarantee uninterrupted service and eliminate the need for subscriber dish realignment.
As part of the agreed next steps, the Federal Government, through the Ministry of Information and National Orientation, will reconstitute the DigiTeam stakeholder platform, while the NBC will continue consultations with set-top box manufacturers and other industry stakeholders to address concerns relating to existing investments and future participation in the digital broadcasting ecosystem.
The stakeholders expressed confidence that the renewed collaborative approach would accelerate Nigeria’s digital migration, improve broadcasting services, expand audience reach, attract investment, create jobs, and deliver greater value to Nigerian consumers.
Broadcasting
MTN Launches One TV with Free-to-View, Pay-as-You-Go

MTN Group has begun rolling out MTN One TV, a new entertainment proposition designed to make digital video content more accessible, relevant, and flexible for customers across African markets.

Introduced in line with MTN’s Ambition 2030 strategy, MTN One TV brings together local storytelling, live channels, international programming, and market-specific viewing options tailored to how customers across the continent access and pay for digital entertainment.
The proposition is designed to give customers greater choice in how they watch content, with viewing models that may vary by market and can include free-to-view content, advertising-funded experiences, pay-as-you-watch access, and subscription offerings.
Depending on local availability, customers may also be able to pay through airtime, Mobile Money, and other locally supported payment methods, helping to reduce common barriers to streaming access.
Beyond enhancing customer experiences, MTN One TV creates new opportunities for African creators, broadcasters, advertisers, and ecosystem partners by helping connect content to wider audiences through MTN’s scale across connectivity, payments, and digital services.
By bringing together a broad mix of content experiences under a single proposition, MTN aims to support greater content discovery, broader audience reach, and sustainable growth across Africa’s digital entertainment ecosystem.
Anchored in MTN’s strategic platforms of Connectivity, Fintech, and Digital Infrastructure, MTN One TV forms part of the Group’s broader ambition to build digital experiences that create value for customers while enabling participation and growth across Africa’s digital economy.
“Entertainment is increasingly becoming an important gateway to digital participation,” said Selorm Adadevoh, MTN group chief commercial, strategy and transformation officer.
“Through MTN One TV, we are leveraging the scale of our connectivity, fintech, and digital capabilities to make relevant content more accessible while creating new opportunities for Africa’s creative and digital economies. This is aligned with our ambition to deliver digital solutions for Africa’s progress.”
MTN One TV is being introduced progressively across MTN markets through a phased rollout approach that reflects local market needs, existing services, and partnership opportunities.
Over time, MTN will bring together a combination of video capabilities, content partnerships, and customer experiences under the MTN One TV brand to create a more consistent and scalable entertainment proposition across its footprint.
Through MTN One TV, MTN continues to extend its role beyond connectivity by combining entertainment, payments, and digital services to deliver experiences tailored to the needs of African consumers.
The rollout supports MTN’s Ambition 2030 vision of leading digital solutions for Africa’s progress while expanding access to digital entertainment across the continent.
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