Private Radio And TV Networks: Can NBC Deliver The Goods?

The announcement that the National Broadcasting Commission has thrown open a bid process for the licensing of one privately owned commercial radio network and one privately owned television network in the country has stirred many egg-heads in Nigeria’s broadcast sector to action, eliciting a mixture of commendation and suspicion from stakeholders. But would this initiative accelerate growth and promote competition as envisaged? Can the NBC deliver the goods? Elcee McEdwards and Adebukola Oyedemi capture the views of many stakeholders in this piece.

The Issue
When the DG of the National Broadcasting Commission (NBC), Yemi Bolarinwa, disclosed that President Umaru Yar’adua has expressed the desire to break the monopoly on network broadcasting held by the Nigerian Television Authority (NTA) and the Federal Radio Corporation of Nigeria (FRCN) and NTA, in Abuja, penultimate Thursday, it sounded like good music to the ears of many, especially the stakeholders in the electronic media sector. The DG describes the move as a new wish. “The NBC is here today to announce a new wish, an initiative that will take Nigerian broadcasting sector to a new height, and our plans to see this wish gratified,” he says.
According to him, “after 77 years of radio broadcasting, 50 years of TV broadcasting and 17 years of broadcasting deregulation, only the Federal Government owns the only licensed radio and TV networks – FRCN and NTA.”
This is what is necessitating the licensing of commercially-operated and privately-owned radio and TV network services that will play alongside NTA and FRCN. But only one or two bidders will have the opportunity of grabbing the juicy cake – one for TV and one for Radio. And there are reasons for that. “The economy can only support a limited number of broadcast networks at the moment. So the bid is to license one radio and one TV network service through a bid process,” the DG explains.
Tony Akinotu, Acting Managing Director, Daar Communication, speaking to M2, last week, reveals AIT and Ray Power’s intention to bid for the network licences, commending NBC’s call as a way of opening the door of competition, having seen the panacea that private broadcasting has brought to the broadcast sector in Nigeria.
The Response
Consequently, any move to diversify the broadcast sector in Nigeria will be a welcome development. And that is the view of many broadcast experts. Many indeed have applauded the move, but they are also calling for caution. In an interview with M2, Femi Showoolu, General Manager, Television Continental, welcomed the development. He, however, did not hide his concern over certain issues. “I was as surprised and amazed as the other of my colleagues. One would have thought that with the Nigerian political environment, it won’t be something that any government that does not have ‘full control of the nation’, so to speak, would want to venture into. Such a license will give whoever gets the ownership in a developing nation enormous political and economic power. Some will call it risky.
“But on second thoughts, I came to see that it is a wonderful idea. One would believe that the NBC would ensure that whoever wins such licenses would be people who are trusted, who are capable of excellent political and excellent broadcasting judgement, so to speak. It should be people who are not just affiliated to the ruling government, but people who can be trusted to give fair views on issues in Nigeria,” he explains.
For veteran broadcaster, Ambassador Segun Olushola, such an initiative “is capable of developing the sector faster than anticipated.” Reacting to the new initiative by the NBC, he says,“I believe that the Nigerian field of broadcasting ought to be open to organizations that have the technology and experience available to them to be able to participate and contribute their quota to the development of the society.”  Lanre Idowu, Publisher of Media Review, does not think otherwise. He corroborates Olushola’s thoughts. “It’s a welcome development for the Federal government to want to break federal government monopoly. It’s an admission that artificial regulation, which enables restricting network broadcasting to federal government-owned stations, is outdated. It is hoped that the time line is extended to enable the players to truly come to terms with what the issues are,” he submits.
Tony Akinotu, Acting Managing Director, Daar Communication, on his part, believes that “this whole thing is a good one because there is a need to define the operational licence of Radio/TV stations so as to distinguish which ones are community, zonal and federal stations as this should be considered in the allocation of advert revenue by advertisers.”
Mr. Chris Ebuetse, GM Production, AIT, also lauds the move to liberalize broadcasting saying it is the biggest thing the Yar’Ada administration has done for the broadcast sector.
Theresa Essien of Cross River TV, formally of Channels TV, also commends the gesture of “further opening up the broadcasting playing field,” saying it will be beneficial to everybody, as opposed to the preferential treatment given to NTA and FRCN. In her words, “It is a good idea on the part of the NBC. Information should be made accessible to everyone, no matter the individual’s location.”
The Reason
NBC announced that based on the fact that Nigeria has an enormous size, a wide diversity, remarkable plurality, as well as great economic prospects, it decided that this initiative is feasible, desirable and indeed imperative. Another reason that will give credence to this initiative is the need for further development in the broadcasting sector in Nigeria. All over the world, broadcasting has gone a long way, leaving behind undeveloped countries like Nigeria. For instance, Accra-Ghana has about 30 to 35 radio stations, while Lagos has just a little over 17. In America, there are about three private independent networks; same obtains in the UK, with other networks other than the BBC. Comparing the industry to that of other developed states, the broadcast stations presently in Nigeria cannot sufficiently cater for a population of about 150 million people.
But one might even wonder if there is any necessity at all for the licensing of a private radio or TV ‘network’ in Nigeria at this stage. “Why private? Ok, it happens elsewhere in the world. It has happened with BBC – there are other networks in the UK; there are about three private independent networks in America. All over the world it happens, and why not Nigeria some will say. At the same time I would probably wonder why ‘network licence’ is necessary in this age of technological development where all you need is probably to have systems here and there to transmit to anywhere you want. Right now, if any broadcast station wants to broadcast from whatever location and reach a National spread, it is possible if you really have the technological capacity, satellite waves and all that,” Showoolu opines.
There is also the question of why it is now that the NBC decided to come up with the idea, after some private TV and radio stations have already started taking the initiative by themselves. Though this is a case of better late than never, one cannot but wonder why this had not been implemented by previous Nigerian governments.
Speaking on the need for the licensing, in view of the fact that stations like AIT have stations in Lagos, Abuja and Port Harcourt which can be called a network, Showolu says, “Exactly what I’m saying. Technology has gone beyond the need for network legislation. All you need to do is get the licenses approved in various regions in Nigeria, have the capacity to use satellite broadcasting, and you have a network. You are absolutely right. AIT, Raypower and Rhythm 93.7 also have a network. So you could just have a station in Lagos and have satellites all over the place and it is done already.”
Essien also alludes to this sentiment, saying that AIT is already providing some sort of network broadcasting and is already a competition to NTA.
In the same vein, many practitioners reason that asking people to bid afresh for network broadcasting licenses could be questionable, tasking and daunting.
It is in view of this that some industry observers aver that there might be more to this new stance than the motive of broadcasting, inferring that NBC might be looking for a way to make some money since they need the funds. NBC has to be run and with the financial crunch in the system, the funds are not readily available. They reason that perhaps the NBC needs funds to sustain its operations, while at the same time creating national development, since the private networks will represent a private arm of national broadcasting.
The Benefits
On the impact, industry stakeholders seem to agree that there will be merits in this new initiative if well executed, since the broadcasting sector has enormous power to affect national development. This is due to the fact that broadcasting affects people’s lives by keeping them adequately informed and educated about their environment. Additional broadcast networks in Nigeria will go a long way to aid information dissemination.
This is even made more imperative because Nigeria is a country where there are more poor people than the rich ones. Again, there are more people in the rural areas than those in the urban areas. Electricity still does not reach the hinterlands, in addition to so many other such issues. In all this, observers agree that one powerful tool that will, unbind the people from the shackles of ignorance is communication. This is where the radio and TV networks will find their usefulness, by expanding the scope of broadcasting in Nigeria.
The Concerns
Anyone who can afford such undertaking is a potential license owner. That is why Showoolu expresses his concern regarding the bid process. “It will not be surprising to find out that it is those who know nothing about broadcasting (such as those from the Oil Companies) that will venture into the bid and eventually clinch it. This is so because, facing facts, they are probably the ones who can afford such undertaking at this present moment. The most ideal thing, however, is that it is those who have vast knowledge or are professionals in the field of broadcasting that should win the bid. But can they afford it?” He asks.
Akinotu further drives home the point. He opines that stakeholders are concerned about the sincerity of NBC. However, he believes that the NBC will deliver if the process is devoid of political corruption, partiality and discrimination.
But Idowu’s concerns bother on some other issues. “What Nigerians stand to benefit will largely depend on how the eventual winners of the bid package their programmes. This new initiative should open doors for better broadcast programming. The response of the public cannot be predicted. However, positive reaction will only be received if the licence winners tailor their content to suit the public.
Essien is concerned about issues of professionalism and qualified manpower. She insists that this new era calls for maturity, caution and sensitivity from Nigerian journalists. Even with the private network, “there must be caution and maturity; it is not everything that the public needs to know. Journalism should not be irresponsible. Certain information has national security implication and should be treated as such,” she submits.
Some others who spoke to M2 also raise the issue of the possibility of using such private radio or TV networks for tribal, religious and other sectional advantage by the winners of the bid. Considering the fact that radio and TV are very powerful tools, especially in undeveloped economies like Nigeria’s, where there is tribal suspicion and sectional violence, radio and TV has to be held with kids’ gloves. In this regard NDC really has to be careful. And that is why care must be taken to ensure that novices are not given these licenses, which have been the case in recent times.
Another concern of stakeholders is that if the new licenses fall into the wrong hands, those in power might still use it for their selfish motives which have over time been the fate that has befallen the government-owned broadcast stations.
However, the stakeholders point that NBC, being a top notch broadcasting organisation, should know how to do things right. NBC must refuse to be teleguided and should ensure that only people who will use the broadcasting license for development are given these licenses, they insist.
The Challenges
It therefore obvious that the major challenge the NBC will have will be in placing the licenses in the hands of the right people. The question of who will be credible and honest and who will use the license for the benefit of the majority of the Nigerian people without being biased will definitely pose a challenge to the commission.
Another issue that could pose some problems will be the ability to select those who will follow the ethics of broadcasting to the latter.
It will not be wrong to say that the people at NBC have a big task in their hands. “While trying not to be political, and looking at the Nigerian environment of today, one might not easily identify those who can afford the network licenses. And if one finally does, another question that will come to mind will bother on how ‘clean’ the motive behind the purchase of the license is,” Showoolu says, reacting to the issue of the credibility of the bidders. For Essien, the issue of the credibility of the bidders will not be the only challenge. She points to the dearth of trained personnel like engineers, marketers, directors, journalist etc, as one of the challenges that might be faced by whoever wins the bid.
Currently, the bid documents are presently available for sale. The deadline for submission of bids has been fixed   for November 6. The bids will be evaluated from November 9 to November 20, while the financial bids will be opened on November 24. Successful bidders will be announced on Dec 14. As the time ticks, one can only hope that the NBC will take some of these issues into consideration and do a clean job.