African nations need to rethink their approach to digital broadcasting, viewing it as a crucial element of economic strategy rather than just a regulatory obligation, according to Dr Charles Ebuebu, the Director General of Nigeria’s National Broadcasting Commission (NBC). Speaking at the Leaders Without Borders Development Centre Investors Business Roundtable Summit in the United Kingdom, he emphasised that simply having connectivity isn’t sufficient for sustainable economic development.
Dr Ebuebu cited data from the International Telecommunication Union (ITU) showing that only 38% of Africa’s population was using the internet in 2024, compared to the global average of 68%. He underscored the vital role of broadcasting at the convergence of media, telecommunications, and advertising, stating, “Digital broadcasting goes beyond just transmission towers and migrating from analogue to digital; it shapes market dynamics.”
He elaborated on how broadcasting influences business transactions, product visibility, the speed of information dissemination, and the attractiveness of cross-border investments. According to him, it serves as a potent catalyst for market discovery and economic progress.
Citing research from the World Bank, Dr Ebuebu noted that increased deployment of digital technology could meaningfully enhance productivity and export capacity, but expressed concern that fragmented national policies are hindering Africa’s potential.
Using Nigeria as an example, he highlighted that the telecommunications sector contributed 14.40% to the nation’s GDP in Q4 2024, and that the creative industry—especially film and entertainment—emerged as a vital source of employment and economic growth.
To optimise the economic benefits of digital broadcasting, Dr Ebuebu urged immediate action in five policy areas:
- Enhance digital infrastructure to bridge connectivity disparities.
- Develop regulations that adapt to the interconnected nature of broadband and broadcasting.
- Establish transparent investment guidelines to entice long-term financial commitments.
- Prioritise skills development as fundamental to building a competent workforce for the digital landscape.
- Fully implement the African Continental Free Trade Area (AfCFTA) to promote media and creative industries, fostering intra-African commerce.
In a statement from Clementine Usman-Wamba, Head of the Digital Switchover Office and Deputy Director of Public Affairs, Dr Ebuebu was quoted as urging governments and regulators to recognise broadcasting not just as a regulatory sector but as a platform for innovation. “If they continue to see it as static compliance, they will overlook its broader economic potential. Viewing it as integral to the economy opens up a new landscape of possibilities.”
Dr Ebuebu’s UK visit coincided with a notable achievement for Nigeria: the National Broadcasting Commission’s transition from analogue to digital broadcasting, in line with the ITU treaty. A formal launch of the DSO Digital-to-Home (DTH) services and the freeTV Mobile App Platform is set for May 2026.
