The Nigerian Television Authority (NTA) recently welcomed a wave of appointments with the announcement of seven new Executive Directors by Mr. Bayo Onanuga, Adviser to the President on Information and Strategy. This development evokes nostalgia for the days when NTA was the undisputed king of broadcasting in Nigeria, known for its excellence and impactful programming.
The newly appointed Executive Directors include:
- Ayo Adewuyi (Executive Director, News)
- Ibrahim Aliyu (Special Duties)
- Malam Muhamed Fatuhu Mustapha (Administration and Training)
- Mrs. Apinke Effiong (Finance)
- Mrs. Tari Taylaur (Programme)
- Mr. Sadique Musa Omeiza (Engineering)
- Mrs. Oluwakemi Fashina (Marketing)
Many of the appointees bring valuable skills and expertise to the table. For instance, Effiong is noted for her proficiency in financial marketing, while Taylaur is recognized as an audio/visual creator and producer. Fashina is celebrated as an integrated marketing communications professional, showcasing a promising diversity in this new leadership structure.
This shift in appointments signals a potential democratization within NTA, moving away from a history where key positions were often reserved for a select few. The Executive Directors are expected to contribute meaningfully to the vision of Director General Salihu Dembos, injecting fresh energy and creativity into the organization. Given the current state of NTA, this revitalization is crucial.
Founded in April 1976 under Decree 24, NTA once held a monopoly over television broadcasting in Nigeria. During its prime, it produced iconic programs like Masquerade, Hotel de Jordan, and Village Headmaster, captivating audiences and becoming an integral part of Nigerian culture. The network’s strength and talent fostered a golden era of broadcasting, with viewers eagerly tuning in for the latest news and entertainment.
However, the landscape shifted dramatically in 1992 when the broadcasting sector was deregulated through Decree 38 (now the National Broadcasting Act). This pivotal change opened the door for private broadcasters, leading to the rise of stations like Raypower, Channels Television, and Silverbird Television. NTA, underestimating the competition, became complacent, ultimately losing its dominant position in the industry.
The emergence of Nollywood and the robust content creation industry further shifted viewer allegiance away from NTA. Private broadcasters invested in modern technologies and innovative practices, while NTA lagged behind, failing to adapt to the evolving media landscape. As a result, NTA has struggled to maintain its relevance, now facing fierce competition for audience attention.
This commentary is not merely a lament for NTA’s past but a clarion call to the newly appointed Executive Directors. They must learn from history and work diligently to reposition NTA as a leading public broadcaster. This endeavor requires a critical assessment of NTA’s identity: is it a public broadcaster serving the people, or merely a government mouthpiece?
To achieve a rebirth, NTA must shed its legacy of arrogance and recognize its role in the broader broadcasting ecosystem. By prioritizing the interests of the public and embracing innovation, the new leadership can steer NTA toward a brighter future. The responsibility to revive NTA lies not only with the President’s appointments but also with the appointees themselves, who must rise to the occasion and fulfill their mandate effectively.