Lai Mohammed, Minister of Information
HighlightNews From MDA'S

Information Minister inaugurates committee on audience measurement in advertising, wants robust system 

214

 

The Minister of Information and Culture, Alhaji Lai Mohammed, on Tuesday charged the newly inaugurated committee on advertising to develop a framework that will catalyze a robust audience measurement system that meets global standards.
Mohammed said it should also support the realization of the immense potential of the Nigerian Creative Industry.
The Minister, who inaugurated the committee virtually in Abuja, said the absence of a world class measurement regime had resulted in under-investment in the sector needed to foster the growth of the industry.
The Committee has six weeks to submit its report.
Mohammed said the advertising community had continued to rely on subjective factors when making decisions on the content they want as opposed to how many viewers the content truly attracts.
“Today, television platforms are subjected to renting out space on their channels to sustain their businesses, and content producers are at the mercy of sponsors which, unfortunately, skews the authenticity of their creative output in favor of a few decision makers, instead of the millions of TV viewers,” the minister  said in statement.
It was signed by Mr Segun Adeyemi, the Special Assistant to the President on Media, Office of the Minister of Information and Culture and emailed to PerSecondnews.
He stressed the need for an objective and scientific Audience Measurement System that articulates the value of the content to consumers, as well as the value of the audience to advertisers, particularly in the television sector.
For the Digital Switch Over (DSO) in broadcasting to be effective, the minister said there should be a robust Audience Measurement System to make it sustainable for Signal Distributors, Channel Owners, TV Content Producers and Advertisers.
He said: “With this task team, we are today heralding a new dawn in our Broadcast Industry. The Digital Switch Over (DSO) of our television from Analogue is now well underway.
“We are set to announce a new, accelerated agenda, in order to ensure that the DSO becomes a veritable tool to help lift the Creative Industry out of the crippling effect of COVID-19.”
He also urged the committee to identify best practice audience measurement system that will support the sustainable growth of the Nigeria Creative Industry; recommend a Framework for supporting the sustainability of the Audience Measurement System, independent of the Federal Government.
Mohammed said they should recommend a Payment and Disbursement Framework among the key stakeholders in the industry, that is, the Broadcasting Organizations of Nigeria (BON), Media Independent Practitioners Association of Nigeria (MIPAN) and the Advertisers Association of Nigeria (ADVAN).
Responding, the Chairman of the Committee, Alhaji Bello Kankarofi, described the inauguration of the committee as a watershed in the annals of the broadcast and advertising industry in the country.
Alhaji Kankarofi, who said there was a failed attempt in 1995 to set up an Audience Measurement System for the advertising industry, was optimistic that the overwhelming commitment of the Minister will drive the efforts to success this time around.
Other members of the Committee are: Mr. Obi Asika; Hajia Sa’aa Ibrahim; Mr. Mahmoud Ali Balogun; Mrs Pauline Ehusani; Mr. Tolu Ogunkoya and Mr. Joe Mutah as Secretary.
PICTURE

Leave a comment

Related Articles

Presidency reacts to New York Times article, says current economic problems not created by Tinubu

Nigeria’s economic downslide was an inherited problem, the Presidency said in a...

Enugu Rangers sweep aside Bendel Insurance to win their eighth league title

The Enugu Rangers won the 2023/24 Nigeria Premier Football League after beating...

Pres. Tinubu honors fathers, calls them ‘true heroes’

President Bola Tinubu, in his Father’s Day message, saluted the dedication and...

Millions of pilgrims mark Eid al-Adha with a symbolic stoning of devil in Saudi Arabia

Muslims worldwide observed Eid al-Adha, commemorating the Prophet Abraham’s willingness to sacrifice...

Banning of Eid-el-Kabir festivities: Kano Govt. blasts CP for usurping governor’s authority

The Kano State Government has condemned the state’s police command for defying...

FG sacks Mamman Ahmad as BPP DG, appoints Ayodeji Gbeleyi as BPE DG

As part of effort to reorganize and improve the agency’s efficiency and...

Eid-el-Kabir: DSS issues security alert, calls for vigilance during celebrations

The Department of State Services (DSS) has urged caution and vigilance as...

Breaking: Finidi George resigns as Super Eagles head coach

Barely a month after his unveiling as Super Eagles coach, Finidi George...

Eid-el-Kabir: Tinubu departs Abuja for Lagos 

President Bola Tinubu will depart Abuja on Friday for Lagos ahead of...

South African Pres. Ramaphosa heads for re-election victory amid ANC’s lacklustre results

Mr. Cyril Ramaphosa is poised to secure a second term as South...

NNPC Ltd’s multi-specialty hospital marks 20th anniversary of World Blood Donor Day

By Samuel Akpan and Shine Alagba The Nigerian National Petroleum Company Multi-Specialty...

Sexual harassment: ICPC investigates accuser of Permanent Secretary

The Independent Corrupt Practices and Other Related Offences Commission (ICPC) has summoned...

Breach of rights: Federal Court orders Kano Govt. to pay deposed Emir Bayero N10m

A Federal High Court has ordered the Kano State Government to pay...

Persecondnews inducts 2024 first batch of interns

Persecondnews has inducted journalists in training from tertiary institutions for the first...

FG seeks $500m loan World Bank for rural road infrastructure

The Federal Government has requested a loan of $500 million from the...

World Bank approves $2.25bln loan to support Tinubu’s economic reforms

The World Bank has approved a total of $2.25 billion in loans...

Unleashing the creativity within with your kids

I was so tired of hearing “I’m bored!” from my mini-me’s? Then,...

Defence Minister Urges Youth Council To Join Fight Against Oil Theft

The Minister of Defence, Mr. Mohammed Abubakar, has called on the National...