Broadcasting
Thanks to Digital Marketing, Every Entrepreneur can go Global
The dream of every entrepreneur is to have a global customer base. After all, nothing shows you’ve made it like people all around the world buying your products or digital services. Until recently, getting to that point was reserved for a select few who manage to expand outward after saturating their home markets.
Today, thanks to ecommerce and digital marketing in particular, even entrepreneurs in niche fields can build a global customer base. Whether they’re building an online fashion empire or selling handcrafted designer decor, an entrepreneur in Accra or Lagos can compete on a global scale with their counterparts in Paris or New York.
To ensure that they have the best chance of doing so, however, it’s critical that they market themselves on the most relevant online platforms with the highest reach of potential consumers.
The growth potential of emerging markets
This growth opportunity is especially true for entrepreneurs targeting emerging markets with rapidly growing online populations. Nigeria, for example, is set to add 35 million new internet users by 2026, according to Statista. In Ghana, meanwhile, World Bank figures indicate that 58% of the population is online, with the number of internet users having grown more than six percent between 2020 and 2021.
Not only does this opportunity for growth exist from industry momentum, it also exists from demographic dynamics. Both of these markets have incredibly young populations. In Ghana, the median age is 21 and in Nigeria, it’s a shade over 18. As populations in the rest of the world age out, it’s to these often underserved markets that businesses around the world will look to for growth.
This young population is increasingly becoming tech-savvy and connected. They want and expect the same kinds of consumer experiences they see their counterparts in other parts of the globe having. This means that with the right messages on the right platforms, businesses can reach these consumers and make sales, no matter where they might be based.
But these young people are also looking to develop their digital skills so they can seek careers in the high-growth industries that promise economic advancement. In Nigeria, for example, the Digital Development Program Trust Fund estimates that 35% to 45% of jobs will require some level of digital skill.
These same young people are also entrepreneurial and have a growing pool of successful entrepreneurs from across the region and continents to draw inspiration from. Outside of the tech unicorns like Flutterwave, Jumia, and Wave there are local entrepreneurs in fields as diverse as fashion, healthcare, and decor who have proven that with more equal access to the digital marketing ecosystem, it’s possible to expand regionally and internationally, ultimately building businesses that thrive at a bigger scale and enrich the rest of the world through their products and services.
Building the right skills through access to digital media education
In order for that to happen at scale, they also need the requisite skills to market themselves online in whatever markets they want to reach. At the very least, those entrepreneurs should have easy access to people with those skills.
It’s important to note here, that these aren’t just fundamental digital marketing skills, but ones that relate to the specifics of marketing on the world’s leading digital advertising platforms such as Twitter, Snapchat, and Spotify where people across the globe spend most of their time online. With the right types of messages, these platforms are the most effective places to reach new customers across a broad range of markets.
This is something that we’re passionate about at Aleph Group and is the reason we launched our Digital Ad Expert programme, which aims to educate, certify and connect thousands of Africans with the digital skills needed to succeed in a rapidly digitising economy. While it’s entirely possible that someone with the right degree of determination and curiosity could develop those skills on their own, it’s critical that more and more resources are accessible to build them up at scale.
This is crucial to ensuring that markets such as Ghana and Nigeria aren’t just growth targets for international companies, but incubators for a new generation of entrepreneurs capable of competing on a global level themselves.
Turning small businesses into international players
Fortunately, there is a strong base of small businesses across the region with untapped potential. With the requisite skills, those businesses will be ready to take the next step and globalise their customer base.
In Nigeria, for example, SMEs contribute 48% of national GDP, account for 96% of businesses and 84% of employment. And in Ghana, it’s estimated that more than 90% of the country’s businesses are SMEs, employing 60% of the labour force and accounting for 70% of the country’s GDP. If even just a small fraction of those SMEs are able to build international customer bases they’ll unlock and drive economic growth in these growing countries, bringing momentum for the next wave of entrepreneurs.
Thanks to currently available digital marketing tools and increasing access to digital marketing skills, that’s entirely achievable too.
National Broadcasting Commission (NBC) has said that its planned Digital Switch-Over (DSO) project will create access to Nigeria’s N605.2 billion advertising market for broadcasters and content creators.
Speaking at a press conference, Charles Ebuebu, director-general, NBC, said the project is expected to officially launch nationwide on June 17, 2026, while analogue television broadcasting will completely end by December 31, 2028.
According to him, the switch from analogue to digital broadcasting will help government agencies deliver better television services across Nigeria in a way that is sustainable, reliable, and easier to regulate.
Ebuebu explained that digital broadcasting will allow broadcasters and content creators to earn more revenue because audience data can be measured more accurately.
He also said the project could benefit the economy through the release of valuable 700/800 MHz spectrum, which may generate more than $1 billion from future auctions.
The funds are expected to support digital infrastructure and expand broadband access in rural communities.
NBC added that Nigeria’s creative industry, which contributes about N5 trillion to GDP and supports more than 4.2 million jobs, could benefit from improved content distribution and export opportunities across West Africa using NigComSat-1R.
For consumers, NBC said the FreeTV service will not require monthly subscription payments. Households will only need a small satellite dish and an open-standard DVB-S2 decoder, estimated to cost between N15,000 and N25,000.
Broadcasters were encouraged to join the FreeTV platform and take advantage of an 18-month free carriage period.
However, the Commission noted that there is still an ongoing legal dispute involving local manufacturers over set-top boxes, although officials said this will not stop the national rollout.
On satellite expansion plans, Jane Egerton-Idehen, managing director and CEO, Nigerian Communications Satellite Limited, said NIGCOMSAT 2A is expected in 2028, while NIGCOMSAT 2B is planned for 2029.
She added that backup arrangements have already been made to ensure uninterrupted service and that migration to the new system will happen gradually across different regions to avoid nationwide disruptions.
National Broadcasting Commission (NBC) has unveiled a new “Big Picture” strategy aimed at achieving full nationwide Digital Switch-Over (DSO) by December 31, 2028.
DSOis designed to provide Nigerians with superior picture and sound quality while unlocking an estimated N605.2 billion in advertising revenue and generating over $1 billion from digital spectrum auctions.
Charles Ebuebu, director-general of NBC, in a statement issued on Monday, said the revised strategy adopts a converged broadcasting model combining Direct-to-Home (DTH), Digital Terrestrial Television (DTT) and Internet Protocol (IP) systems to expand access to digital television services nationwide.
The Commission also announced June 17, 2026, as the official national launch date for the renewed rollout, describing the framework as a more practical pathway toward a sustainable and affordable digital broadcasting system after nearly two decades of delays.
Ebuebu, said that the transition is no longer being treated as a competition between technologies but as a unified access solution tailored to Nigeria’s geographic and infrastructure realities.
“The Big Picture strategy recognises convergence as the future of broadcasting and aligns with the 2012 DSO White Paper, which adopted both terrestrial and satellite standards including DVB-T and DVB-S2 technologies,” the statement said.
NBC said the Nigerian Communications Satellite Limited (NIGCOMSAT) would play a central role in national content distribution, particularly in underserved and remote areas where terrestrial infrastructure remains weak.
The Commission cited countries such as the United Kingdom, Australia, Kenya, South Africa and Morocco as examples of jurisdictions that successfully adopted hybrid digital broadcasting models to accelerate migration from analogue systems.
On affordability, NBC assured Nigerians that the proposed FreeTV platform would remain subscription-free for baseline access, adding that compatible DVB-S2 decoders currently cost between N15,000 and N25,000. It said discussions were ongoing on possible subsidy arrangements and financing options for low-income households.
The regulator also defended its plan to support both local manufacturing and transitional importation of set-top boxes, noting that Nigeria would require millions of devices over several years to complete the migration.
Beyond transmission, NBC disclosed plans to introduce a national audience measurement system under the GARB ratings framework to improve advertising transparency and broadcasting analytics.
It projected that the DSO programme could unlock Nigeria’s estimated N605.2 billion advertising market while also freeing up valuable digital dividend spectrum estimated at over $1 billion.
NBC further said Nigeria’s creative industry, valued at about N5 trillion and employing more than 4.2 million people, stands to benefit from expanded distribution channels and improved content monetisation.
Broadcasters, it added, would enjoy free carriage on the platform for 18 months, alongside wider national reach, indigenous language channels and improved commercial opportunities.
Association of Licensed Set-Top Box Manufacturers of Nigeria (STBMAN) has warned that the unilateral implementation transition from analogue to digital broadcasting, could trigger confusion, legal disputes, and disruptions capable of undermining the credibility of the 2027 general election.
STBMAN urged President Bola Ahmed Tinubu to urgently intervene and halt what it described as a unilateral implementation process, pending wider consultations with stakeholders in the broadcasting industry.
Sir Godfrey Ohuabunwa, chairman of the association in statement in Abuja, faulted the current implementation process by the National Broadcasting Commission’s (NBC).
STBMAN said that although it supports Nigeria’s digital migration programme, the approach currently being pursued by the NBC appeared rushed and inconsistent with the 2012 Digital Switchover (DSO) White Paper approved by the Federal Executive Council.
The association argued that the arrangement being presented as a Digital Switchover was merely the aggregation of channels on NigComSat platforms rather than a fully Digital Terrestrial Television (DTT) migration as originally envisioned under the national DSO framework.
According to the group, failure to carry critical stakeholders along could erode public confidence, weaken access to information, and create avoidable disruptions in the broadcasting sector at a politically sensitive period ahead of the 2027 elections.
It noted that millions of Nigerians still depend on free-to-air broadcasting for information dissemination, civic education, election coverage,e and public enlightenment.
The group stressed that any poorly coordinated migration process could result in signal disruptions, public confusion, and unequal access to information during the election season.
STBMAN also expressed concern that the NBC risked creating a conflict of interest by acting simultaneously as regulator and content aggregator, contrary to the spirit of the 2012 White Paper and global best practices guiding digital broadcasting migration.
The association, therefore, called for an urgent national stakeholders’ roundtable, an independent legal and technical review of the DSO process, review and update of the 2012 DSO White Paper, nationwide public sensitisation on the implications of digital migration, and measures to protect local broadcasting and public interest.
It maintained that it was not opposed to digital migration but insisted that the process must be transparent, inclusive, lawful, and technically sound.
The group warned that failure to properly manage the transition could weaken democratic communication structures, waste public resources, and negatively affect national cohesion and the credibility of the 2027 elections.
“Mr. President, Nigeria cannot afford confusion in its broadcasting system at a time the nation is preparing for another critical democratic transition. The time to act is now,” the statement added.
Association of Licensed Set-Top Box Manufacturers of Nigeria, represents domestic electronics manufacturers responsible for producing the decoder boxes needed for the country’s transition from analogue to digital broadcasting.
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