Renowned content producer and former President of the Independent Television Producers Association of Nigeria (ITPAN), Femi Odugbemi, has voiced his support for the latest advertising reform. He defended the regulatory framework as a means to harness talent, promote economic development, and revitalize the local creative industry.
During a broadcast on the Nigerian Television Authority (NTA), Odugbemi, joined by Dr. Olalekan Fadolapo, Director General of the Advertising Regulatory Council of Nigeria (ARCON), and Dr. Yemisi Bamgbose, Executive Secretary of the Broadcasting Organization of Nigeria (BON), outlined the positive impact of the reform, stressing how it will drive economic growth by encouraging direct investment in local talent and suppliers.
Odugbemi explained that encouraging brand marketers to produce TV commercials locally can have a ripple effect, generating jobs, supporting local talent, and fostering cultural representation. This approach also enables brands to better connect with the local audience, aligning with cultural nuances and preferences for more effective messaging.
Nigeria’s creative sector, he noted, possesses immense potential, showcasing talent in various fields like storytelling, modeling/acting, photography, film, music, and production design. While challenges exist, including infrastructure limitations, there is a growing pool of skilled professionals. With the right investment, training, and collaboration, Nigeria’s creative sector can deliver high-quality productions that benefit both local and global marketing efforts.
Odugbemi emphasized, ” This regulation also creates opportunity for made-in-Nigeria productions to once again find life. Just some five, ten years ago, hundreds of millions of naira were being used to make Nigerian commercials outside of Nigeria. What that met really was that actors, voice-over artistes, TV producers and TV production companies were actually going out of business steadily. I was President of the Independent Television Producers Association for four years. When I started as President, we were roughly 120 production companies whose principle business was supplying services for advertising. By the time I was leaving, because of the quantum of business that was been shifted out of the country, today there is less than 60 members of ITMAN…. I mean surviving companies. So, for us, this regulation is not about what is been addressed, it is about what is been created”.
Commenting on the positive impact of the new regulation on skills development and capabilities, Odugbemi confirmed that there is an expansion of training and investment, affirming that all necessary production equipment is now available in Nigeria.
He emphasized that bringing back jobs and empowering local creators would bolster the industry’s contribution to economic growth.
The ARCON law, which restricts the use of foreign models, voices, and the production of advertisements outside the country, has faced criticism from members of the Advertisers Association of Nigeria (ADVAN), who argue that it hinders globalization. In contrast, the DG of ARCON stressed that the law aims to stimulate economic growth by developing local industries and talents. He emphasized that Nigeria’s vast population provides access to diverse faces and voices, making it unnecessary to source talent abroad. He highlighted the economic benefits of keeping advertising budgets within the country to include revitalize the creative industry, provide job opportunities and enhance talent optimization.
