By 
By Osasome, C.O
Broadcasting Is Central to Inclusive Growth and Investment
Africa must move beyond viewing digital broadcasting as a regulatory obligation. It must begin recognising it as critical economic infrastructure capable of driving inclusive trade and attracting cross-border investment. This was the central message delivered by Charles Ebuebu, Director General of the National Broadcasting Commission (NBC).
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Dr Ebuebu made the call while delivering a keynote address at the Investors Business Roundtable Summit organised by the Leaders Without Borders Development Centre in the United Kingdom.
Connectivity Alone Is Not Enough
According to the NBC Director General, sustainable economic growth cannot be achieved through connectivity alone. Citing data from the International Telecommunication Union (ITU), he noted that only 38 per cent of Africa’s population used the internet in 2024, compared to the global average of 68 per cent.
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He argued that digital broadcasting sits at a critical intersection of media, telecommunications, advertising, data, and platform economies—making it far more influential than often acknowledged.
“Digital broadcasting is no longer just about transmission towers, signal carriage, or migration from analogue to digital platforms. It shapes what businesses can sell, who can see their products, how quickly information travels, and how market confidence and cross-border investment are built,” Ebuebu said.
Broadcasting as an Engine of Market Discovery
Ebuebu described digital broadcasting as a powerful driver of market discovery and economic development. According to him, the sector has capacity to influence exports, consumer awareness, and investor confidence.
Referencing research by the World Bank, he noted that intensive deployment of digital technologies can significantly boost productivity and export performance. However, he warned that fragmented and inconsistent national policies across Africa continue to limit the continent’s ability to fully harness these benefits.
Nigeria’s Experience Highlights the Opportunity
Using Nigeria as a case study, Ebuebu pointed out that the telecommunications sector contributed 14.40 per cent to the country’s GDP in Q4 2024. On the other hand, the creative industry, particularly film and entertainment, remains a major source of employment and economic activity.
He stressed that broadcasting underpins both sectors, serving as a distribution backbone for content, advertising, and digital services.
Five Policy Actions to Unlock Value
To fully realise the economic potential of digital broadcasting, Dr Ebuebu outlined five urgent policy priorities:
- Expand digital infrastructure across Africa to close connectivity gaps.
- Develop adaptive regulation suitable for a converged broadband–broadcasting environment.
- Establish credible, transparent investment rules to attract long-term capital.
- Treat skills development as critical infrastructure for the digital economy.
- Fully operationalise the African Continental Free Trade Area (AfCFTA) for media and creative products to boost intra-African trade.
Broadcasting Beyond Compliance
Ebuebu warned that governments risk missing significant economic opportunities if broadcasting continues to be viewed as a static compliance sector. In a statement by the NBC’s Digital Switchover (DSO) Office, he said broadcasting is an economic not mere regulatory instrument.
“If broadcasting is treated as a platform for innovation and convergence, it becomes an integral part of the productive framework of the economy,” he said.
Nigeria Advances Digital Switchover Milestones
Dr Ebuebu’s UK visit coincides with a major milestone for Nigeria. The NBC advances its transition from analogue to digital broadcasting in line with ITU treaties. A formal national launch of the DSO Direct-to-Home (DTH) service and the freeTV Mobile App Platform is scheduled for May 2026.
