By Emmanuel Elebeke
THE Federal Govern-ment, on Monday officially launched Digital Switch Over, DSO, in Enugu State.
Minister for Information and Culture, Alh. Lai Mohammed, made this known during the flag off where he said with the launch in Coal City, there was no better evidence of FG’s commitment to the rapid spread of the massive benefits of digital television to the people of Nigeria.
People of Enugu State will now join their counterparts in Jos, the FCT, Kwara and Kaduna states, in this new way of watching television.
The Minister, who lamented huge loss of revenue in the sector, said it has become imperative that Nigeria, urgently, puts in place an industry framework that will ensure that content producers receive their due for the value of the content they create, as well as providing objectives that guarantees the advertising community their Return-On-Investment on media placements.
Mohammed reiterated his call for establishment of Audience Measurement System to make our DSO sustainable for signal distributors, channel owners, TV content producers and advertisers. “Without the system, we will not see the growth in television and the value creation in the creative industry that the economy and people of Nigeria so desire.
Bringing Nigerian TV advertisement market in line with global best practices could bring an additional 200 to 400 million dollars of revenue to the industry, based on current comparisons with other African countries.
This is our next task and we invite all well meaning practitioners of this industry to join hands with us to achieve this.
“The current measurement system is no longer ideal for the critical transitional phase before full DTT Migration. We need 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.”