By Anthony Dara
The Nigerian Television Authority (NTA) has found itself at the centre of a storm following the abrupt reversal of its new management appointments—a move that has left the broadcaster in administrative turmoil and the affected appointees facing professional uncertainty.
Just a month after the Presidency announced the appointments of Rotimi Pedro as Director-General and Stella Din as Executive Director of News, the decision was rescinded without warning. The reversal reinstated the previous leadership team of Salihu Abdullahi Dembos and Ayo Adewuyi, prompting questions about the credibility of the vetting process and the governance culture surrounding one of Nigeria’s most critical public institutions.
For Pedro and Din, the dramatic turn of events has become a public humiliation—what should have been the pinnacle of their careers has instead left them navigating reputational setbacks. But the fiasco also underscores a deeper issue: the urgent need for NTA to break free from the cycle of political appointments and embrace professional, commercially driven management.
An Institution at a Crossroads
For decades, NTA has stood as Nigeria’s quintessential public broadcaster, producing iconic programmes such as The Village Headmaster and Cock Crow at Dawn. Yet, despite its cultural legacy, NTA remains heavily dependent on government funding. This fiscal reliance compromises its editorial independence and has entrenched the perception of the network as a political tool rather than a trusted public service broadcaster.
The time has come for a new direction—one rooted in professionalism, commercial innovation, and strategic vision.
Three Pillars of Transformation
To reposition itself as a world-class media organisation, NTA must pursue a full-scale commercial transformation anchored on three pillars:
- Monetisation of Intellectual Property
NTA holds decades of archival footage that remain an untapped goldmine. Digitising and licensing this treasure trove to streaming platforms, filmmakers, and educational institutions can generate recurring income, much like the BBC’s global success through BBC Studios. The revival of The Village Headmaster is proof of concept. - Leveraging Nationwide Infrastructure
With 101 stations and broadcasting towers across Nigeria, NTA possesses unparalleled infrastructure. These assets could serve the booming telecommunications sector through long-term leasing for 4G and 5G expansion, while its upgraded studios can generate rental income from independent film and television producers. - Digital Transformation and Youth Engagement
Nigeria’s digital advertising market is set to double by 2028, offering enormous potential. By launching a hybrid streaming platform with free and premium tiers, NTA can capture young, digitally savvy audiences while creating valuable ad inventory and subscription revenue.
The Financial Case for Change
If systematically implemented, these strategies could unlock between $25 million and $40 million in annual revenue—enough to make NTA financially independent of government subvention and capable of fulfilling its public mandate with integrity.
But this vision requires more than political patronage. It demands leaders with expertise in media economics, digital innovation, and strategic partnerships. Anything less risks condemning the broadcaster to another cycle of stagnation.
Conclusion: A Choice Beyond Politics
The reversal of NTA’s appointments is more than a personnel reshuffle; it is a wake-up call. The future of Nigeria’s national broadcaster depends not on political maneuvering but on the deliberate pursuit of a bold, commercially viable vision.
NTA is not a political football. It is a vital national asset that can either remain tethered to state dependency or evolve into a self-sustaining, world-class institution. The path forward is clear—if only the will to act follows.
Anthony (Tony) Dara is a seasoned media entrepreneur and Vice Chairman of the Independent Broadcasting Association of Nigeria (IBAN).
