Broadcasting
Maximising Mobile App Engagement with Push Notifications

By Olatayo Ladipo-Ajai, Regional Manager: West Africa at Infobip
Mobile apps have become an integral part of our daily lives, offering businesses an incredible opportunity to engage with customers and boost revenue. Among the various strategies available, push notifications have emerged as a powerful means to captivate users throughout their app experience. By aligning your push notification strategy with key business metrics, you can maximise its impact. One effective framework for achieving this alignment is the ‘pirate metrics’ framework, which encompasses acquisition, activation, retention, referral, and revenue.
Acquisition: Grabbing Attention from the Start
Acquisition refers to the phase before a user installs your mobile app. Although there is no direct communication with the user during this phase, it’s crucial to collect data about them for future use. This data might include the source that led the user to the app and advertising content, which can be employed for personalised communication. For example, you can send tailored onboarding messages to new users, guiding them through the app’s features, enhancing user engagement, reducing churn, and setting the stage for long-term retention.
Activation: Turning Users into Active Participants
Activation involves motivating users to complete specific actions, such as creating an account or making their first purchase. Push notifications can be instrumental in achieving this by showcasing the app’s value and providing guidance. Here, you can engage with users by setting up triggered notifications based on user behaviour, nudging them at critical points, and driving higher activation rates.
Retention: Keeping Users Coming Back
Retention is a critical metric, with around 90% of new users churning within the first month after installation. To combat this, mobile developers should track all users who launch the app and reach out to those who don’t. Personalised re-engagement push notifications play an important role in this as by sending messages to dormant users, reminding them of the app’s value, and offering incentives can improve retention rates.
Referral: Amplifying Growth Through Advocacy
Referral is essential for customer acquisition, especially for mobile apps. Well-designed scenarios involving push notifications can encourage users to share information about the app on social media, write reviews, or rate it in stores. Implementing referral programs through targeted push notifications that offer rewards or incentives for user referrals can turn satisfied users into brand advocates, driving organic growth.
Revenue: Monetising User Engagement
Revenue is the ultimate goal, and push notifications can play a crucial role in achieving it. By encouraging users to take actions related to payments or promoting products, you can boost revenue. Sending targeted promotional offers and upsell notifications to users based on their preferences and previous interactions can drive conversions, boost sales, and increase revenue.
Overcoming Data Challenges with a Customer Data Platform
Without a sound central Customer Data Platform (CDP), organisations may encounter significant challenges, including struggling to manage multiple vendors and handling siloed data, resulting in increased costs and a disjointed customer experience. Without a central CDP, businesses may lack the ability to communicate intelligently with their customers, leading to redundant or irrelevant messages. This challenge can easily be resolved by consolidating data and utilising a unified CDP.
Embracing Technological Advancements in West Africa
The technology landscape in West Africa continues to evolve rapidly, with a particular focus on the expansion of mobile apps and social media chat platforms. According to the GSMA Mobile Economy Sub-Saharan Africa Report 2022, West Africa ranked among the top African countries in terms of growth in the technology landscape. This emerging trend highlights the increasing adoption of these types of technologies in the region. The growth in this sector also creates a wealth of opportunities for businesses, highlighting the importance of investing wisely in technology.
The Right Technology Investments for Success
Mobile engagement is now a vital component of any business strategy. With the rise of mobile apps, a well-thought-out mobile engagement strategy is essential to keep customers engaged and loyal to your brand.
To achieve this, businesses need a robust customer engagement solution that includes mobile app messaging capabilities and analytics. Mobile app messaging allows real-time communication with customers, while analytics help track user behaviour and trends to optimise the engagement strategy.
Additionally, a customer data platform (CDP) is essential. A CDP consolidates customer data from various sources, providing a unified view of the customer. This understanding helps businesses personalise their communication and deliver a seamless customer experience across all touchpoints.
A successful mobile engagement strategy requires a comprehensive customer engagement solution with mobile app messaging capabilities, analytics, and a customer data platform. By leveraging these tools, businesses can create a personalised and engaging experience for their customers, driving loyalty and, ultimately, revenue. So, it’s time to harness the power of push notifications and watch your mobile app’s engagement and revenue grow.
Broadcasting
CANAL+ Partners Samsung to Pre-Load DStv Stream on New Samsung TVs In Nigeria, Other African Countries

Following an expanded partnership between CANAL+ and Samsung Electronics, the DStv Stream app will now be pre-installed on new Samsung Smart TVs sold in Nigeria and 17 other African countries.

The agreement covers English and Portuguese-speaking African markets, including Nigeria, Kenya, Angola, Tanzania, Uganda, Zambia, Zimbabwe and South Africa. It marks the first pre-installation rollout of a MultiChoice Group streaming application on Samsung Smart TVs.
The development comes after the completion of the combination between CANAL+ and MultiChoice Group. It also extends an existing relationship between both companies that already spans 40 markets across Europe, French-speaking Africa, and Asia.
Through the integration, Samsung customers can now access DStv Stream directly from the television home screen. The app provides access to premium sports and entertainment content, including coverage of the FIFA World Cup 2026, English Premier League football, domestic and international rugby, and local and international television programming.
With the introduction of this connected television which kicked off on June 1, televisions can now connect to the internet, allowing users to stream content directly without requiring a separate decoder or satellite dish. The pre-installation of the app removes the need for users to search for and download it themselves, reducing friction and improving content discoverability.
The rollout is one of the first major distribution initiatives following the integration of CANAL+ and MultiChoice. The combined group has identified streaming growth and enhanced digital distribution as key priorities across Africa, where connected television adoption continues to increase.
David Mignot, CEO of CANAL+ Africa and CEO of MultiChoice Group, affirmed, “We are delighted to extend our longstanding partnership with Samsung across new English and Portuguese-speaking African countries. It marks a significant milestone in the synergies created by the combination of CANAL+ and MultiChoice Group.
“Mignot added, “As viewing habits continue to evolve rapidly across the continent, strengthening the accessibility and discoverability of our content offer on connected devices is key. By expanding the availability of our applications on Samsung Smart TVs across key African markets, we are making it even easier for millions of MultiChoice Group’s subscribers to seamlessly access the content that define the uniqueness of the CANAL+ and MultiChoice Group experience.”
This extended partnership is expected to strengthen Samsung’s position as a key distribution partner for streaming services globally while providing CANAL+ and MultiChoice with a broader route to market as competition intensifies among international and regional streaming platforms across Africa.
Broadcasting
Court Deals Fresh Blow to NBC, Throws Out Appeal over Broadcast Fines

The Court of Appeal in Abuja has dismissed an appeal filed by the National Broadcasting Commission (NBC) challenging a Federal High Court judgment that restrained the commission from imposing fines on broadcast stations.

Delivering judgment, Justice Jane Esienanwan Inyang held that the appeal was fundamentally defective and therefore incompetent.
The appeal stemmed from a Jan. 17, 2024 judgment delivered by Justice Rita Ofili-Ajumogobia of the Federal High Court, Abuja, which barred the NBC from enforcing N5 million fines imposed on several broadcast stations in 2022.
The sanctions had been issued over allegations that the stations aired documentaries on banditry and insecurity considered by the commission to be capable of undermining national security.
The affected broadcasters included Multichoice Nigeria Limited, owners of DStv, TelCom Satellite Limited, Trust TV Network Limited and NTA StarTimes Limited.
The suit was instituted by Media Rights Agenda (MRA), which challenged the legality of the fines imposed by the commission.
In her ruling, Justice Inyang pointed to a discrepancy in the appeal documents, noting that the respondent before the Federal High Court was listed as the “National Broadcasting Commission,” while the notice of appeal identified the appellant as the “Nigerian Broadcasting Commission.”
According to the court, the inconsistency was substantial enough to deprive it of the jurisdiction required to entertain the appeal.
“The notice of appeal is the foundation of an appeal and a condition precedent to the exercise of appellate jurisdiction by this court,” the judge held.
Consequently, the appeal was struck out without consideration of the substantive issues raised by the commission.
The ruling represents another setback for the NBC in its efforts to defend its authority to sanction broadcast organisations through administrative fines.
In April 2026, the Court of Appeal similarly dismissed a separate appeal by the commission against another judgment that restricted its powers to impose fines on broadcasters.
Earlier, in May 2023, the Federal High Court in Abuja ruled that the NBC lacked the judicial authority to impose penalties on media organisations without recourse to the courts.
The controversy over the commission’s sanctioning powers dates back to March 2019 when the NBC imposed N500,000 fines on 45 broadcast stations for alleged violations of the Nigerian Broadcasting Code during the general elections.
At the time, the then Director-General of the commission, Is’haq Kawu, said the sanctions were imposed for ethical breaches and violations of broadcasting regulations.
Legal analysts say the latest judgment reinforces previous court decisions limiting the commission’s authority to impose fines on broadcasters without judicial intervention.
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.
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