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Overlooking Digital Analytics Will Cause Companies Revenue Loss- Achi

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Celestine Achi, founder and Chief Digital marketing strategist at Cihan Group.
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Celestine Achi is the founder and Chief Digital marketing strategist at Cihan Group. Celestine is a seasoned Digital PR strategist, social techpreneur, digital PR blogger and also the founder of KairoswebTV. He is a graduate of the University of Nigeria Nsukka; an Associate member of the institute of management consultants; Nigerian institute of Public Relations; a member of the African evaluation association and a reviewer, the scientific journals of the WSEAS working group on energy and ecosystems as it relates to poverty alleviation. In this interview with peter ugwu, Celestine bares his mind on the digital marketing & PR in Nigeria while expanding on the concept behind setting up Kairoswebtv.

 Big Data, Analytics & Digital Marketing In Nigeria

I can authoritatively say that big data analytics is the next frontier for innovation, competition, and productivity and infact the the next big thing to happen to the digital world. In other words, any media or brand that shy away or still not digital analytics conscious stands a chance to lose reputation and revenue. That is the next big bang that will occur globally, therefore, for the wise brand, plugging to digital analytics becomes a must.

The ‘Bullish’ Kid In The Block- KairosWebTv

What we have here today as KairosWebTv is a propitiatory system, a next-generation online Tv that is not dependent on YouTube or any open source like WordPress. What actually informed this particular innovation is to inspire and motivate our viewers. Secondly, we want to create a sort of happyTv; we are reading all the bad news on other platforms, let us make viewers happy, especially in the face of global turmoil. What we have done is to introduce seven (7) channels. Each channel, specifically, meets our objectives. For instance, the Entrepreneur Channel seeks to inspire and motivate aspiring entrepreneurs and emerging others. To help us do this, we have the likes of Fate Foundation, Real Success (SA) and some motivational speakers like Les Brown and Leslie Samuel from the United States and in Africa, we have Brian Walsh, Sam Adeyemi and Fate Foundation who can give us content on this. Aside that, we have an in-house one hour programming called ‘the Testimony’ where we meet both the successful and ‘unsuccessful’ entrepreneurs to tell their stories. The essence is for those coming behind to will see the very high and very low.

KairosWebTv also recognizes the need to inspire creativity. That is why we have the Winlos Channel; your source to go for creative, inspiring and hilarious skits, sketches and dramatic illustrations on real life issues that inspires. The TechSavvy Channel delivers news and insights on the latest technology trends, while ‘E-Event” Channel will be exclusively for live streaming of events, products launch, conferences, among other, while the EduSense Channel, an edutainment channel will be utilized to inspiring pupils, students and undergraduates on core subjects. Now, as a way of giving back to the society, we have a Digital PR Channel that offers masterclass training and courses in social media and Digital PR. Any organized that wants to be relevant, mediawise, in this digital disruption era, must have competencies in digital marketing and other kits. So, we want to train people FREE, through online channel.

Scaling Up Digital Marketing Skills In Nigeria

Some few months ago, we organized the Digital Marketing Masterclass in collaboration with the PRCAN. Why we introduced the masterclass was to address the particular issue of lack of DigitalPR skills which informed the introduction of a DigitalPR channel on KairosWebTv. Therefore, we want to use that channel to train Nigerians, free, on digital PR and social media related topics. On weekly bases, we will be training them online. There is also an aspect of pay-per-view, which will be on premium subscription. And that model will look at analytics and advanced topics.

Rolling Out KairosWebTv To Viewers

For some reasons, we don’t want to toe the line of developing an app for the platform. He space is already clogged and virtually all platforms today wants to get an app; getting an app has become ‘officious’ rather than disruptive. But, as long as your platform is responsive and scalable, you don’t really need an app. What we intend to do is to unleash contents on the go; where ever you are, with your tablet or smartphone, you can have access to KairosWebTv. Like I mentioned during our media launch of the platform, it is data friendly. Every piece of content is fusion-encoded; whether you are using 2.5G or 4G LTE, you still get to save significant data.

The Impact On Digital Broadcasting Migration

Well, as you can see, we are already playing in that field. People have this notion that digital disruption has not started, but fortunately, it has commenced in earnest. I keep saying that any traditional medium that fails to hook unto digital transformation now, is already a dying medium. It might be probably too late for them. Same time, digital migration is not finite; digital disruption happens daily. Even as we speak, digital disruption is taking place somewhere. That’s why we are saying this platform is not just available, but scalable.

Welcoming Digital Migrants, Retaining Digital Natives

Although we do not want to blow our trumpets for now, but we have measures to attract digital migrants while keeping the natives constant. We are up to date on real time information on digital migration and disruption. We are doing that in collaboration with a topnotch media platform. So, as it happens, we already know where it is going. We are the one of the firsts in Nigeria to break the news that Facebook is introducing Response Time unto Facebook pages. Through that process they can tell you that this page is very responsive or not. So, up to date information that drills-down to digital analytics, we have equipped ourselves to leverage that.

Overcoming Copyright Related Matters

Yes, we understand the seriousness of copyright issues. In view of that we have two models: the in-house, where we generate our contents. We have one hour programming on each channel. But beyond this, for every content partner that signs agreement with us, part of the spirit of that agreement is that they must have total right or partial right to the content, otherwise, we will not upload. We have actually entered into partnership with a particular crew in Nollywood. The idea is for us to churn out drama series for Nigerians, with the aim of overriding the ‘telemundo’ spirits in some Nigerians, replacing same with the Nigerian Telemundo. In that light, we are open to partnerships as long as the contents are genuine.

Specific Content For Particular Audience

We are using an audience specific ‘retargeter’ tool to deliver our contents based on audience behaviour and interest online. What the tool does is that it tells me the behaviour of a particular audience on Facebook or Twitter or whatever channel. Shockingly enough, disruptive outbound techniques convert at a much lower rate than inbound marketing strategies, where someone chooses to engage with your brand and actively seeks you out and this is what we seek to achieve in KairoswebTV. In majority of the Websites, you see advertisements scattered all over the spaces, you are losing audience which leads to high bounce rate.

 

 

 

 


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Mutual Benefits Decries Nigeria’s Credit Gap, Offers Solutions

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A recent study – Nigeria’s Credit Landscape Report 2025 – has revealed a striking paradox in the nation’s financial ecosystem, revealing that while more Nigerians are becoming financially included, only about 6% of adults currently access credit through formal financial institutions.

Mutual Benefits Decries Nigeria's Credit Gap, Offers Solutions

Published by Credit Direct in June 2026, the report highlights that although more than 64% of Nigerian adults are financially included, formal credit penetration remains significantly low. Credit to the Nigerian private sector stands at just 13.1% of GDP, well below peer African economies such as Kenya and South Africa. The findings point to persistent barriers to credit access for households, entrepreneurs and small businesses, despite improving economic conditions and growing business activity across key sectors of the economy.

The report also notes that Nigeria’s real sector recorded sustained expansion throughout 2025, with manufacturing, services and agriculture posting positive growth indicators, creating increased demand for working capital and business financing.

Reacting to the findings, Mutual Benefits Assurance Plc said the report reinforces the urgent need for a more holistic approach to financial inclusion, one that combines access to finance with savings, insurance protection and long-term financial planning.

The leading insurer noted that while access to credit remains important for economic growth, financial protection mechanisms are equally essential in helping individuals and businesses withstand economic shocks.

Through its diverse portfolio of solutions, Mutual Benefits continues to provide Nigerians with tools to build, preserve and protect wealth. These include education-focused protection plans, life assurance products, savings-oriented solutions, motor and property insurance, health coverage and business protection products designed to safeguard livelihoods and future goals.

According to the Managing Director, Mutual Benefits Assurance Plc, Femi Asenuga: “The conversation around financial inclusion must go beyond opening bank accounts and accessing loans. True financial empowerment is achieved when individuals and businesses can access financing opportunities while also protecting their income, assets, families and future aspirations from unforeseen risks.

“For many Nigerian families and business owners, a single unexpected event such as a medical emergency, fire incident, business disruption or loss of income, can erase years of financial progress. This is why insurance and disciplined savings remain critical pillars of long-term financial resilience.”

The report further reveals that Microfinance Banks account for only 5.4% of Nigeria’s total loan book, underscoring the need for stronger support for SMEs and underserved communities that often struggle to access conventional bank financing.

As part of its commitment to advancing financial inclusion, Mutual Microfinance Bank continues to deliver accessible financing solutions tailored to the needs of small businesses, traders, salary earners, entrepreneurs and emerging enterprises across Nigeria. As at December 31, 2025, the Bank had disbursed loans totaling N1.372 billion, further strengthening access to formal credit for individuals and businesses across its target segments. This growth trajectory continued into 2026, with the loan portfolio rising to N1.558 billion by the end of Q1 2026, reflecting sustained momentum in supporting productive economic activity

Asenuga added: “Small businesses remain the backbone of Nigeria’s economy, yet many continue to face significant barriers in accessing affordable financing. Through Mutual Microfinance Bank, we are helping to bridge this gap by providing flexible financial solutions that enable entrepreneurs to grow, create jobs and contribute meaningfully to economic development.

“At the same time, we encourage individuals and businesses to think beyond borrowing by adopting a culture of saving, risk management and financial protection. Sustainable prosperity is built not only by generating income but also by protecting it.”

With economic activity expected to strengthen further and demand for financing projected to increase across several sectors, Mutual Benefits believes that the future of financial inclusion in Nigeria will depend on creating an ecosystem where access to credit, savings and protection work together to improve financial well-being.

The company reaffirmed its commitment to supporting Nigerians through innovative insurance solutions and accessible financial services that empower individuals, families, and businesses to build resilience, pursue opportunities confidently, and achieve lasting financial security.

Mutual Benefits Assurance Plc is one of Nigeria’s leading insurance companies with over 30 years of experience in providing reliable and innovative life and non-life insurance solutions to individuals, families and businesses. Through innovation, customer-centricity and a commitment to financial inclusion, the company continues to deliver value, protection and peace of mind to customers across Nigeria.

On its part, Mutual Microfinance Bank is committed to expanding access to financial services for individuals, micro-enterprises and small businesses through innovative savings products, accessible financing solutions and customer-focused banking services that promote economic empowerment and financial inclusion.


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Trashverse Recycling Technology Emerges Winner as MTN’s The Gathering on 100 Pitchathon Concludes with N5m Awarded in Aba

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MTN Nigeria has successfully concluded the Aba leg of its youth cultural and creative movement, The Gathering on 100. The 18-hour event marks a significant milestone for entrepreneurship in Eastern Nigeria.

Trashverse Recycling Technology Emerges Winner as MTN’s The Gathering on 100 Pitchathon Concludes with ₦5 Million Awarded in Aba

The event, which took place at the Prime Time Event Centre in Osisioma from June 14 to 15, 2026, transformed the venue into a tech hub for young innovators in Aba.

The Pitchathon had 10 standout startups compete for a total prize pool of ₦5 million. The competition showcased the immense potential of Aba’s youth, encouraging them to live life to the fullest through technological and creative excellence.

The participating startups, representing a cross-section of Aba’s burgeoning innovation ecosystem, impressed judges with solutions ranging from logistics to artisanal tech. Among the finalists were Trashverse Recycling Technology Limited founded by Charles Ikechukwu, Yadah Food, founded by Deborah Enyinnaya and Utytrends Global Ventures led by Utibe Akwa.

After a rigorous evaluation by judges Chiemela Anosike, Dr. Chime Chimezie-Uche, and Justina Nwokedi, the winners were officially announced. Trashverse Recycling Technology Limited, led by Charles Ikechukwu, claimed the first-place prize of ₦2.5 million.

Ikechukwu, founder of Trashverse Recycling Technology Limited, shared his excitement “Winning this pitchathon is a dream come true for our team. The support from The Gathering on 100 and MTN validates our vision and provides the financial backing we need to scale our production and serve more customers in Aba and the global stage.”

Utytrends Global Ventures secured the second-place prize of ₦1.5 million, while Yadah Food took home ₦1 million. These founders showcased solutions that blended local ingenuity with scalable technological frameworks, reinforcing Aba’s reputation as a powerhouse of Nigerian manufacturing and entrepreneurial spirit.

The Gathering on 100’s Pitchathon provided a platform for these early-stage founders to validate their business ideas before an audience of investors and industry stakeholders. For the winners, the funding serves as a catalyst to scale their operations and fulfill market demands, effectively bridging the gap between innovative concepts and industrial-scale production.

Reflecting on the Pitchathon, the Regional Manager, Operations, Southern Region, MTN Nigeria, Ifeanyichukwu Odom, said “Aba has always been a city of creators, innovators, and dreamers. Today, we witnessed young people expressing their passions across business, creativity, culture, and technology. The Gathering is about giving them a platform to be seen, heard, and celebrated.”

She noted that the Pitchathon had showcased the depth of talent and innovation emerging from the region, with participants presenting solutions capable of creating meaningful impact in their communities. “The Pitchathon winners made one thing clear, the Eastern Nigeria startup ecosystem is not waiting to be discovered. It is already forming, and it is ready when structure and support meet ambition. Through the power of connectivity and digital innovation, MTN remains committed to helping young Nigerians unlock their potential and Live It 100.”

This Aba edition built on the momentum of the Lagos edition held at the National Stadium, Surulere, in April, where eight startups received ₦45 million in funding. With its Aba execution, MTN has deepened access to opportunity and visibility for the next generation of business leaders.

 


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KidsCook Showdown 2.0 Set to Empower Public School Pupils with Culinary, Life Skills

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Dominion Consultancy Concepts has officially announced the second edition of the KidsCook Showdown, a unique educational and creative cooking competition designed to foster leadership, teamwork, creativity and accountability among children ages 6 to 8.

Following its successful debut in 2025, this latest edition marks a significant milestone by securing the official approval of the Lagos State Universal Basic Education Board (LASUBEB). For the first time, the initiative will shine a spotlight on public education, featuring 20 children within the ages of 6 to 8 years old, selected from 10 public primary schools across the Kosofe Local Government Area.

The KidsCook Showdown is far more than a typical cooking contest. Under the close guidance of professional chefs, the young participants will work in teams to tackle fun, high-energy culinary challenges.

Rather than focusing solely on the final dish, a panel of judges will evaluate the children on essential life skills: teamwork, confidence, time management, communication, and hygiene.

Speaking about the vision behind the program, Enitan Tanimowo, Director of Dominion Consultancy Concepts, emphasised the importance of introducing children to household chores early.

“Our goal is to inspire children to see cooking not just as a chore, but as a fun, creative way to develop themselves, learn discipline, and build confidence and these skills help them into the future,” Tanimowo stated.

“By expanding into our public schools with LASUBEB’s vital support, we are ensuring that children from all backgrounds get an equal opportunity to develop leadership and accountability in a structured, inspiring environment.”

Tanimowo added that the initiative directly aligns with the United Nations Sustainable Development Goals—specifically SDG 3 (Good Health and Well-being) and SDG 4 (Quality Education)—by using hands-on, practical learning to promote balanced nutrition and social development. The event is bringing together parents, teachers, and professionals to champion the next generation.

The grand scale of this edition is made possible through the robust corporate and media backing of industry-leading brands. This year’s KidsCook Showdown is proudly supported by Zuri Seasoning, Ribena, Channels TV, Integrated Indigo Limited, and other partners committed to youth development and impactful community engagement in Nigeria.

Together, these partners are helping transform the kitchen into a classroom where future leaders are shaped, one recipe at a time.

 


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