Broadcasting
Make no Mistake, Digital Advertising has a Significant Role to Play in Nigeria’s Economy

By Steven Edge; Ad Dynamo by Aleph COO
Ask most people what they think drives Nigeria’s economy and they’ll probably say oil. However, while oil still accounts for a large proportion of the country’s international revenues, its actual role in Africa’s largest economy is increasingly small.
In fact, oil now accounts for just over 6% of Nigeria’s GDP, with technology now playing a much bigger role. This shouldn’t come as that much of a surprise, Nigeria has a robust and competitive telecommunications space, and is home to many of the continent’s technology unicorns (start-ups with valuations in excess of US$1 billion).
Technology is however not a single-edged sword, it has other roles to play in the economy as well. Take the country’s booming fintech sector, for example. Of Africa’s seven unicorns, most operate in the fintech space, and five are Nigerian. Those fintech’s have also helped bring businesses online by making payments simpler and more efficient. As a result, as connectivity becomes cheaper and more ubiquitous, technology has intertwined itself with many significant aspects of the economy, including advertising.
In fact, digital advertising, which is today worth $179.20 million, is set to play an increasingly significant role going forward. That’s true not just for the country’s advertising sector, but also for the economy as a whole.
Primed for growth
In order to understand how influential digital advertising will be on the Nigerian economy, it’s important to provide some context surrounding exactly how primed the digital industry is for growth.
At present, there are around 109 million active internet users in Nigeria, that’s already a significant market for online advertisers, but this still only represents 51% of the total population. Thus, that number will only keep growing. In fact, it’s estimated that an additional 35 million Nigerians will come online by 2026. For context, that’s equivalent to the whole of Angola, for example, coming online in just four years. Not to mention, these internet users will also have increasingly high-quality connections. According to data from the Nigerian Communications Commission, the number of Nigerians with access to high-speed broadband internet grew 108.39% between March 2018 and March 2022.
Based purely on the maxim that advertisers need to be where their customers are, this is the kind of growth that simply cannot afford to be ignored.
Narrowing in and expanding beyond borders
When it comes to economic growth, however, it’s important to remember that digital advertising offers advantages that go significantly beyond reach and numbers. More so than any other form of marketing, digital advertising allows businesses to target people with highly personalised messages, catering to their individual needs.
With the right approach, businesses are therefore able to extract maximum value from any ad spend, enabling them to expand and grow, and this is not only the case for domestic growth either. With the right amount of platform related investments, including the likes of Facebook, Twitter, Instagram, Snapchat, TikTok, LinkedIn, and Spotify, Nigerian businesses can propel their products and services to the next level, into new markets, and beyond country borders.
Besides, the ability to bring in external revenue will only serve to further catalyse growth in the economy, and as the world slowly weans itself off oil, these foreign revenues will become more important. Thus, digital advertising will become critical to enabling growth.
Leveraging the necessary skills
Finally, it’s worth mentioning that the digital skills needed for a robust digital advertising market will also have a positive knock-on effect for the Nigerian economy. With initiatives like Aleph’s Digital Ad Expert Academy, more people are learning how to professionally navigate the online space, and therefore the number of people who understand not only the power of platform investments, but also the necessity of it, will increase. It’s an extremely symbiotic and interesting ecosystem that’s developing at a really high pace.
With a growing number of financial options, improved digital access, and available education initiatives people are becoming more digitally savvy than ever before. As a result, when reaching the stage of employment, they already have a strong entrenched appreciation of platform advertising for businesses, thus increasing investments, leading to yet further economic growth, and so the cycle restarts and continues.
Moreover, the professionals equipped with these skills will not only be able to guide domestic businesses through their digital marketing transformations, but also to become significant players on the global digital stage. Some may even go a step further, using these digital marketing skills as a jumping-off point for exploring other digital technologies. From there, they can put themselves in a good position to help foster the next wave of Nigerian digital innovation.
Embracing a digital future
It is therefore undeniable that digital advertising has a significant role to play in the Nigerian economy, both in helping businesses to grow, as well as driving additional expansion and innovation. But, in order for it to have the maximum impact, it’s critical that this process is fully embraced by all, and that businesses partner with industry experts who understand how to help them reach the right audiences, on the right platforms, at the right time.
Broadcasting
Canal+ to Carve, Spin out MultiChoice’s LicenceCo in Aggressive Takeover Bid

Canal+ S.A., a French media and telecommunications conglomerate based in Paris, will restructure MultiChoice Group and carve out its broadcasting licence and South African DStv subscribers into “Licence Co” as a new separate entity while the remainder contains its video assets as the MultiChoice Group.
This is in its push for aggressive takeover of MultiChoice through successfully and circumvent the country’s regulations preventing a majority-owned share in local media.
According https://teeveetee.blogspot.com, Canal+ is progressing with its aggressive buyout of R32 billion for MultiChoice although various regulatory hurdles are supposed to prevent foreign ownership of a large South African media company like MultiChoice.
Canal+’s plan for a “post-transaction structure” for MultiChoice is to carve out MultiChoice’s broadcasting licence in South Africa, overseen by the Independent Communications Authority of South Africa (Icasa) and MultiChoice South Africa’s DStv subscribers in South Africa into a new company called Licence Co.
Canal+’s Licence Co will be a new entity, while the remainder of MultiChoice’s video entertainment assets will then remain part of the MultiChoice Group.
The MultiChoice broadcast licence carve out is part of Canal+ plan to circumvent and get around South Africa’s broadcast and ownership regulations.
The dilemma Canal+ and MultiChoice have is that they can’t legally get around a foreign entity owning a South African broadcast licence, in this case for traditional pay-TV.
The plan is now for this “problem-part” preventing Canal+’s MultiChoice takeover from going through – MultiChoice South Africa and its South African broadcasting licence and South African set of DStv subscribers – to be siloed as Licence Co.
Licence Co. in South Africa will literally hold the pay-TV licence and manage the DStv subscribers, while MultiChoice Group will legally-technically no longer be a broadcaster but a video content supplier.
Like a family trust, Licence Co, although an “independent” company, will exist with the express aim to benefit the MultiChoice Group.
Also to note: MultiChoice Group, belonging to French owners and as the so-called “video content hub”, will now mean that Canal+ and MultiChoice’s French owners will now be paying to keep the South African public broadcaster’s SABC News, eMedia’s eNCA and Newzroom Africa’s as South African TV news channels on the air on DStv.
This is, in effect, a French private company paying for and in control of South African TV news, as well as news elsewhere in sub-Saharan Africa.
Canal+ and MultiChoice has to secure approvals for the mega-takeover deal from Icasa, the Takeover Regulation Panel, South Africa’s Competition Tribunal, shareholders, the Financial Surveillance Department and adhere to other requirements like black-economic empowerment (BEE) and with Canal+ not have voting rights of more than 20% as mandated by the Electronic Communications Act.
On paper Licence Co will be a new “independent company” but in real effect work in tandem with MultiChoice Group – as it exists currently containing MultiChoice’s operational structure, technology, staff and content assets.
Licence Co will become/remain the entity dealing with South African DStv subscribers.
Canal+ and MultiChoice plan to spin out Licence Co’s ownership as majority-owned by the current Phuthuma Nathi scheme (27%), as well as two black-owned companies – Identity Partners Itai Consortium with Sonja de Bruyn and Afrifund Investments from the former Telkom CEO Sipho Maseko – as well as a Workers’ Trust (ESOP).
With smart accounting and legal wrangling, Canal+ and MultiChoice are crafting it so that the MultiChoice’s Group’s shareholding in the new Licenco Co will be 49% and 20% on the dot in terms of voting rights – right what the regulators require.
“MultiChoice Group will retain its existing 75% direct interest in MultiChoice South Africa, which will exclude Licence Co. Phuthuma Nathi will similarly retain its existing 25% interest in MultiChoice South Africa,” Canal+ and MultiChoice announced in a takeover update statement on Tuesday.
“The transaction will not lead to any disruption for LicenceCo’’s South African viewers, who will continue to access its services as normal. Licence Co will enter into various commercial agreements with MultiChoice Group subsidiaries in relation to the services currently provided to Licence Co by other MultiChoice Group entities,” they stated.
“These relate to, among other things, the provision of content, technology, subscriber management and support and other functions.”
“Canal+ and MultiChoice are confident that the envisaged structure meets the requirements of all applicable laws, including the restrictions on foreign ownership and control of broadcasting licences contained in the Electronic Communications Act.”
Webber Wentzel and DLA Piper are the joint legal advisors to MultiChoice, while Herbert Smith Freehills and Werksmans are the advisors to MultiChoice on competition and broadcasting matters.
Citigroup Global Markets Limited and Morgan Stanley & Co International plc and the joint financial advisors to MultiChoice, while FTI Consulting are the so-called “strategic communications” advisors to MultiChoice.
Bowmans is the South African legal advisors to Canal+, with Bryan Cave Leighton Paisner LLP repping as the international legal advisors to Canal+, and BofA Securities and J.P. Morgan as Canal+’s joint legal advisors.
The Brunswick Group is the “strategic communications” advisors for Canal+.
In the joint statement, Maxime Saada, Canal+ CEO – and notably having his prepared quote placed first at the top – says “This transaction is an opportunity to create a unique global media company, with a strong presence across Africa, with the scale, expertise and creativity to compete and partner with the largest players within the media sector and beyond”.
Broadcasting
History as KongaFM 103.7, Hit Music and Commerce Station Goes Live in Lagos

Konga FM 103.7, a new powerhouse on the airwaves has gone live in Lagos and has promised one of kind experience for listeners.
This disruptive hit music and commerce radio station is setting a new standard in the broadcasting industry, offering an exciting blend of entertainment and commercial opportunities.
While Lagos residents can tune in terrestrially to 103.7, the rest of the world is not left out, as the media powerhouse also streams online 24 x 7, on KongaFM.com, allowing global audiences to connect to its unique offerings.
Currently in its test-run phase, Konga FM invites listeners to engage, share feedback, and experience an entirely new way of interacting with radio.
As part of this soft launch, the station is extending an unprecedented opportunity to businesses of all sizes.
For the first two weeks, corporate advertisers—including small, medium, and established enterprises—can air their ads for free on a first-come, first-served basis.
This initiative is designed to boost economic activity by providing brands with a valuable platform to showcase their products and services at no cost.
Speaking on the groundbreaking initiative, Ifeoma Ajumobi, head of KongaTV and Konga FM, emphasized the station’s commitment to its audience.
“Konga FM is here to serve Nigerians, and we are open to feedback as we continue our test run until February 21st and shall start defining standard from the 22nd of February. During this period, we are extending an unprecedented opportunity to businesses to air their ads for free. As usual, limited slots are available; email [email protected] to secure your slot. It’s our way of empowering businesses to thrive while providing listeners with quality content and unbeatable deals. In short, the station is loaded with content driven by the power of AI. We are new, bold, and different from others, and our station is a huge knowledge domain of spirituality, trade, and commerce,” she said.
Konga FM is also a haven for bargain lovers, signaling it as a station that is more than just hit music.
It incorporates exclusive deals broadcast daily from 7:00 – 8:00 AM, and these special offers also include the convenience of same-day delivery.
Listeners shall enjoy remarkable discounts and promotions in real time. Thanks to a strategic partnership between Konga Online and Konga FM, Konga FM listeners can simply send a WhatsApp message to place their orders while deals and products are being promoted on air.
This seamless integration of e-commerce and radio makes Konga FM a one-of-a-kind platform. With the
recent 50% increase in data price by telecom companies, Konga FM dynamically and interactively bridges the gap between buyers and sellers.
Adding to its uniqueness, Konga FM is dedicating the early morning hours from 5:00 AM to 7:00 AM to spiritual inspirational hit tracks with short comments by true men of God.
This segment, filled with the best gospel hit music, aims to uplift and inspire listeners, setting a positive tone for the rest of the day.
Beyond music, the station is committing to be a major knowledge platform ensuring that entrepreneurs, professionals, and individuals seeking growth have a go-to platform for success-driven content.
It also targets Nigerians in the diaspora and in other states who may connect to its streaming platform on KongaFm.com
Konga 103.7FM is more than just another station on the dial; it is a game-changer. It is set to redefine the broadcasting landscape with a focus on inspiration, education, and business empowerment.
For brands, distributors, and Original Equipment Manufacturers (OEMs), the station presents an opportunity to tap into previously untapped markets, expand visibility, and drive real-time commerce.
Whether you’re in Lagos or anywhere else in the world, you can tune in to Konga 103.7FM and experience the future of radio. We now have the platform to enjoy great music, access amazing deals, and gain inspiration for personal and professional growth.
Konga FM is not just a radio station; it’s a revolutionizing radio that will shape the future of entertainment and commerce. Don’t miss out on this revolutionary platform.
Tune in, engage, and be part of the change.
Broadcasting
HURIWA Condemns Benue Government over Closure of Joy FM

Human Rights Writers Association of Nigeria (HURIWA) has strongly condemned the forceful invasion and closure of Joy FM 96.5, Otukpo, by the Benue State Government, calling it a brazen assault on press freedom and democracy.
The rights group described the armed invasion by security operatives as a clear case of state-sponsored thuggery and intimidation against the media, warning that such dictatorial actions could plunge Nigeria into a dangerous era of media suppression.
According to reports, a team of heavily armed policemen stormed the radio station in two trucks, allegedly led by Mr. Sunday Odagba, chairman of the Benue Internal Revenue Service (BIRS), and Mr. Ikwue Ikwue of the State Ministry of Commerce & Industry, Otukpo Zone. Staff members were reportedly assaulted, and a journalist reading the 1 pm network news bulletin was forced at gunpoint to halt the broadcast.
Reacting to the incident, HURIWA stated that the use of armed policemen to shut down a media house under the guise of enforcing tax collection is not only excessive but also a violation of constitutional provisions that guarantee freedom of the press.
The association expressed outrage that such an action could take place in a democratic setting and called on Governor Hyacinth Alia to immediately order the reopening of the station while holding those responsible for the unlawful attack accountable.
“This is a disgraceful and unacceptable act of intimidation against a legitimate media organization.
“The invasion of Joy FM by armed policemen in a commando-style operation is a calculated attempt to silence the press and instill fear in journalists who dare to report freely. This is state-sponsored thuggery, and we will not tolerate it.
“The Benue State Government must explain why a tax enforcement exercise required the use of live ammunition, gun-wielding security operatives, and the physical assault of journalists,” HURIWA declared.
The rights group emphasized that no government has the authority to shut down a media house arbitrarily, especially without due process and adequate notice.
It noted that if Joy FM was owing any statutory levies, proper legal procedures should have been followed to address the matter, instead of resorting to armed intimidation.
“We are particularly disturbed by reports that the station was not even aware of any outstanding payments before this barbaric action.
“The claim that the station owed N150,000 for a business premises levy is laughable and only exposes the political motives behind this action.
“If indeed Joy FM had defaulted in any payment, was the only solution to storm the station with heavily armed policemen as if chasing terrorists?
“This is an outrageous abuse of power and must not be swept under the carpet,” HURIWA said.
HURIWA further called on the Nigeria Police to investigate the illegal use of its personnel in what appears to be a politically motivated attempt to intimidate the press.
It questioned how a state government was able to deploy a large number of armed operatives for a mere tax enforcement drive, warning that if this pattern is allowed to continue, no media organization in Nigeria will be safe from government persecution.
“This incident reflects the worsening state of press freedom in Nigeria. The police must explain how they allowed themselves to be used in such an oppressive manner.
“Nigeria is not a military dictatorship, yet journalists are now being forced to stop their broadcasts at gunpoint. If we do not resist this now, other state governments will copy this lawlessness and begin shutting down media houses that expose their failures,” HURIWA warned.
The association reiterated its call on President Bola Ahmed Tinubu and the National Broadcasting Commission (NBC) to intervene immediately and ensure that Joy FM resumes operations without any further harassment.
It also urged media practitioners, civil society groups, and international human rights organizations to take a firm stand against this brazen attack on press freedom.
“If the government of Benue State does not reverse this unconstitutional act and reopen Joy FM immediately, HURIWA will mobilize civil society groups, legal experts, and concerned citizens to challenge this abuse in court.
“We will also petition international press freedom organizations to take up this case and expose the increasing clampdown on the media in Nigeria. The time to act is now,” the group declared.
HURIWA reminded the Benue State Government that a free press is the cornerstone of democracy and that attempts to gag the media will only strengthen public resistance.
The association vowed to continue monitoring developments surrounding this case and ensure that those behind this abuse of power are held accountable.
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