Participants at the 3rd Nigerian Electronic Media Content Exhibition and Awards (NEMCEA) identified ways to have a more robust content creation that will boost growth in the creative economy.
NEMCEA is a strategic Media content event organized by the Electronic Media Content Owners Association of Nigeria (EMCOAN) which had been an annual event since its debut in 2022.
The event brings together stakeholders in the Media Industry within and outside Nigeria to buy, sell, collaborate, aggregate and exchange ideas.
The two-day event with the theme: ‘Content Production and Emerging Technology; A Panacea For Growth in The Creative Economy’ held at the Radisson Blu Hotel, Ikeja on Wednesday 8th and Thursday 9th, August, 2024 was well attended by stakeholders in the industry.
- Advertisement -
Welcoming guest at the opening ceremony, the President of EMCOAN, Mr. Adeniji Omirin said Association is the umbrella body of the Television, Radio and Online content producers or providers in Nigeria.
He explained that EMCOAN members own many of the Television and Radio programmes in Nigeria and a significant percentage of the online contents.
“We also have a very large number of contents across paid TV platforms and terrestrial TV stations in Nigeria and across Africa.
He disclosed further that the association is made up of industry veterans as well as associates members who are made up of young and upcoming content producers especially online content creators.
Omirin stated further that NEMCEA is made up of three pronged events which consist of content exhibition, conferences and awards, adding that the exhibition and display of content, services offerings is a significant aspect of the event.
Thanking the sponsors, Omirin commended members of EMCOAN, and the young and upcoming content creators pushing the dreams of the industry beyond the borders of the nation.
“We are proud that having introduced the Associate membership at EMCOAN level some years ago, an initiative to encourage and accommodate new content creators who are yet to register their own companies or are in the process of registering, that is younger generations with contents on YouTube, Instagram, Facebook, TikTok and many more.
He also added that the Association decided last year during the 2023 edition to unveil NEMCEA Creative Academy.
“The idea is to target the mass communication, Creative Arts and students with other relevant disciplines in tertiary institutions to learn the rudiments of the content production business even while in school and having a practical internship programme through our members’ production outfits.
The Project Director, Mr. Chinedu Ugwu in his speech said the creative industry is a very important sector of the Nigerian economy and it was said to have contributed about 2.54 percent of the Gross Domestic Product in the 2nd quarter of 2023 and it is projected to contribute as much as 10 percent in the nearest future according to the Nigeria Bureau of statistics.
“We are most grateful to the administration of President Bola Ahmed Tinubu for recognizing the importance of the creative industry in Nigeria by creating a Ministry and harness the potentials in the creative industry.
He stated further that under the Ministry, the creative industry funding for content production would be made available to deserving content creators so as to encourage creativity and economic growth.
Ugwu added that NEMCEA which was birthed in 2022 has become one of the best things to happen to content producers in Nigeria.
He explained further that prior to the introduction of NEMCEA, there was no content market to cater for Nigeria’s ever growing electronic media content but today the event has become very important and strategic media content programme as it brings together stakeholders.
In his remarks, the former Minister for Information and Culture, Alh. Lai Mohammed said creative industry is one area of the economy which is not well utilized.
“The truth of the matter is that this industry is not just the fastest growing industry in Nigeria, but after Agriculture, it is the second largest in development.
“It is one area of our economy which needs less resources in terms of financing because we are in creative sector by nature. I’m talking about several sectors, from Film, Music, Fashion, Advertising, Tourism, Events, Hospitality, Radio among others, “he said.
The former Minister explained further that before 2020, when people talked about the creative industry in Nigeria, they talked about music, film, but hardly did they talk about other aspects of the creative industry.
He however said that when COVID-19 struck in 2019, and a survey was done on how the pandemic has affected the creative industry in Nigeria, it was discovered that the industry most affected by the COVID-19 was actually the creative industry.
“This is because when movement are restricted, when people cannot gather together, there can’t be music, there can’t be concert, there can’t be movies. I must say that the result of this survey shocked me and actually repositioned my mind to the real truth about the creative industry in Nigeria.”
He disclosed that contrary to widely held belief that Film and Music generates most revenue, it was discovered that in 2019, the Film industry generated N140bn.
“The music industry generated N300bn but the shocker is that the hospitality, tourism and events generated N1.2trn.
“I was trying to digest that when I realized that Fashion alone generated N2trn.
Beauty and Hair care generated N1.52trn, advertising, about N1trn. So you can see that when you talk about content in the context of either music, radio or film or fashion, you’re talking about a whole market.”
He explained: “The truth of the matter today is that one of the major reasons why the economic hardship is not being felt is because of this important sector which despite all hardship, despite all challenges; because we are a creative people, we still continue to manage and provide jobs in this sector.
Giving the reason why the creative industry will continue to grow, Alh. Mohammed said that it is because the creative industry is Nigeria itself.
“But I will say we are unable to appreciate how this industry has not only helped the economy but also stabilized the polity because of the number of people its able to employ. This is why even outside of Nigeria, I will continue to advocate that more emphasis be placed on the creative industry,” he added.
Also speaking at the event, the Director General, National Broadcasting Commission, (NBC), Mr. Charles Ebuebu said the theme ‘Content Production and Emerging Technology; A Panacea for Growth in The Creative Economy’ was both timely and crucial.
Ebuebu represented by Mr. Raphael Akpan, NBC Zonal Coordinator, Lagos added that he was happy to witness the convergence of innovation and creativity that defines the media landscape today adding that the role of the NBC is pivotal in shaping and supporting the dynamic sector which is the creative industry.
“Our mission is to ensure that regulatory framework evolves in tangent with the technological advancement and industry needs.”
According to him, this approach is crucial in fostering an environment where content production can thrive and contribute meaningfully to the creative economy.
He added that the rapid evolution of emerging technologies present both challenges and opportunities for content creation and sharing and that “NBC is committed to facilitating this advancement through regulations that promote innovation while safeguarding industry standards.
“By embracing this changes, we can ensure that Nigerian media content not only meet global standard but also lead in creativity. With technological advancement, audience have become digital and segmented; it is erroneous to believe that we can assume content preferences of our audiences because this is now shaped by different factors such as convenience, personalization, interactivity and accessibility.
NBC DG added that understanding this preferences will help content creators to tailor their products to meet the evolving demands of the audience because audience measurement plays a crucial role in enhancing the production of targeted content that meet audience preferences.
“That is why the Federal Government of Nigeria has recently taking a significant step towards enhancing the accuracy and reliability of audience measurement across various media platforms by setting up a national committee,” he said.
The two-day event also had panel sessions on several topics that cut across the creative industry with discussions on intellectual property in which participants agree that there is still more work to be done in respect to intellectual property.
Highlight of the event was the award to industry players across different categories.
The Former Minister of Information, Alh. Mohammed; the Senior Special Assistant to the President on Special Duties and Domestic Affairs, Mr. Toyin Subair and Director General, Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo were recognised for their immense contributions to the development and continuous growth of the Broadcast Media Content industry in Nigeria.
Earlier in his speech, the Chairman of Jury, Mr. Okey Ogunjiofor congratulated the leadership of EMCOAN for the doggedness and consistency in sustaining the event for the past three years despite the daunting pitfalls and onerous challenges, NEMCEA Awards have come to stay.
He explained that all over the world, creative industry enjoy the spotlight when their works get celebrated and awarded by their industry peers.
“Perhaps nothing can be more fulfilling to a practitioner than when his or her work is nominated or eventually wins during awards.
“Without any doubt, reward systems are not just testimonials to the hard work and professionalism of industry practitioners alone, but platforms created to energise the recipients to do more and grow the ecosystem for the benefit of all.
“NEMCEA Award is therefore a much needed impetus for the expansion of the creative space.”
Stating that 105 entries were received, Ogunjiofor said there was a steady increase in the number of entries year after year.
“For 2024 edition, and thereafter published 47 nominations across the categories from which winners emerged.
“However, the jury noted a few wrong entries which were not unexpected, as creative are still grappling with the processes, and we have equally made our recommendations to the organisers with the hope that going forward, some of these will be corrected, to encourage greater participation in such a scope that would make the event more robust,” he explained.
BV.
