To revive NTA and restore it to its former glory, the political will to understand its vital national security importance must be foundational. And within that understanding, we must commit the investment necessary to reestablish its capacity to be fit for purpose. There is necessary investment needed especially to upgrade aging studio facilities and infrastructure to meet contemporary broadcasting standards, equipment, and infrastructure. Along with that is content innovation
WORLD Television Day November 21, once again is an opportunity to celebrate the many tireless creative professionals who labor in the broadcast industry in Nigeria and across the continent. Unless you have had opportunity to see behind the curtains of a television station you may never quite realize how much work and expertise is needed behind the scenes to bring to screen many of the favorite shows viewers take for granted. Television broadcasting is hard work, long and odd hours, and a lot of preparation that is repeated every single day in an endless cycle to keep a channel running. I worked as a Youth Corper at NTA Kaduna in 1985. It was an opportunity that allowed me a unique appreciation of the power and presence of broadcasting in the dynamics of nationhood, culture, identity, and governance.
Television broadcasting in Nigeria began in 1959 with the establishment of Western Nigeria Television (WNTV) in Ibadan. The Eastern Nigeria Television (ENTV) followed in 1960, and the Radio-Television Kaduna (RKTV) in the northern region began operations in 1962. These regional stations laid the foundation for the national broadcasting network. In 1977, the Nigerian Television Authority (NTA) was created as a national network, consolidating regional stations into a unified system. NTA became the largest television network in Africa. Over the years, private television stations emerged, contributing to the diversity of programming in the country. Today, television remains a significant medium in Nigeria, reflecting the country’s cultural, social, and political landscape.
The Nigerian Television Authority (NTA) stands as a beacon in Nigeria’s broadcasting history as the birthplace of much of the foundations of the entertainment industry we see today. Many of us grew up with iconic TV drama series like ‘Cock Crow at Dawn,’ ‘For Better For Worse,’ ‘Village Headmaster,’ ‘Samanja’ and ‘Masquerade’ and so many more. Our entertainment icons were stars of the shows on television. In real terms, it was NTA that actually birthed Nollywood, a testament to its role as a nurturing ground for writers, directors, and actors back in the 80s and 90s. Today sadly, the glory days of NTA have long faded in the wake of technological challenges, fierce competition, and the evolving landscape of entertainment consumption. Today, the station grapples with the need for substantial investment in technology, and stiff competition from private broadcasters, digital streamers, and cable TV alternatives. The question looms: Is NTA still relevant, or is it time to reassess its role in the contemporary broadcasting scene?
Despite its challenges, NTA remains unparalleled in reach, boasting the largest audience in Africa. It serves as a crucial government mouthpiece, disseminating information to citizens across the nation, especially in rural areas where it remains a primary source of entertainment. The question of its relevance is, therefore, complex, if not mute. But can it be restored? I believe it can and it should. The reach of NTA at the grassroots is unparalleled, making it a potent force for fostering unity and disseminating information. By prioritising funding, the government can elevate NTA to new heights, enabling it to not only compete with best practices and international standards of quality but also contribute significantly to Nigeria’s soft power.
To revive NTA and restore it to its former glory, the political will to understand its vital national security importance must be foundational. And within that understanding, we must commit the investment necessary to reestablish its capacity to be fit for purpose.
The most vital investment of course is in technology to enhance production quality, broadcast capabilities, and audience engagement. This includes transitioning to digital broadcasting and adopting modern content delivery methods. There is necessary investment needed especially to upgrade aging studio facilities and infrastructure to meet contemporary broadcasting standards, equipment, and infrastructure. Along with that is content innovation. NTA needs to develop more diverse and compelling programming that caters to the changing tastes of the audience.
The viewing audience has changed dramatically. They have access now to so many options of programming genres online and offline. In fact, YouTube alone offers over 100 hours of fresh programming daily. The critical mass of the viewing audience is youth broadly between 15-35 years old. The touch points of their interest are entertainment, music, fashion, and sports. News is important but only to that mature segment of 35-65-year-olds.
The NTA needs to recalibrate a strategy to connect with the youth audience again in the places of their preferences. And that might mean collaborations with talented writers, directors, and actors to create content that resonates with the urban and rural youth viewership. That would also mean a more dynamic focus on leveraging social media and digital platforms to engage with the audience actively. An online and offline loop of interactivity that solicits feedback and adapts programming based on viewer preferences.
Maybe forging collaborations and partnerships is the biggest key to revitalising NTA. The civil service structure under which the staff of NTA in front and behind the camera work is negative to growth and innovation in the creative economy. The new thinking and fresh ideas to revive the NTA require its leadership to forge strategic partnerships with private entities, both local and international, to access funding, expertise, and license new content. It will require the collaboration of institutions within the larger creative economy to foster the evolution of systems and processes in the institution that will inspire new creativity and talent development.
Lastly, it will be important to reestablish NTA as a training ground for broadcasting professionals. The NTA TV College Jos was once the premiere capacity-building institution for the industry. It will need to be funded and refocused to develop programmes that nurture emerging talent in writing, directing, and acting using a curriculum aligned to teach new systems and globally recognized best practices in modern digital broadcasting
While NTA faces formidable challenges, its historical significance, wide reach, and vital role in disseminating information to diverse audiences make its revival imperative. By embracing innovation, fostering collaboration, and adapting to changing viewer preferences, NTA can reclaim its position as a powerhouse in Nigerian broadcasting. A well-funded and rejuvenated NTA will not only revive its cultural significance but also contribute to the growth and global recognition of Nigeria’s vibrant creative landscape. It’s time for the federal government to declare a state of emergency for NTA and pave the way for a brighter, more influential future.
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