At the recent SMC Filmmakers’ Forum, hosted by the Nollywood Studies Centre, Busola Tejumola, executive head of Content and Channels at MultiChoice West Africa, outlined the critical challenges and opportunities facing Nollywood. Her discussion emphasised the pivotal roles of data, storytelling, and long-term investment in ensuring the industry’s sustainable growth.
Tejumola underscored the importance of data in driving informed decision-making in Nollywood, lamenting the absence of a centralised data system. “Every company has their research and development for their product,” she noted, “but we must get to a point as a country where there is a repository of data that everyone can access.”
Currently, individual companies gatekeep their data—understandably, as they fund tailored research—but this fragmentation hinders industry-wide progress. Without shared data, filmmakers struggle to create content that resonates with audiences, and the true reach of programs, especially on terrestrial television, remains unclear.
Adedeji Adeniyi, a panellist at the 13th annual AFRIFF, highlighted the challenges faced by the television industry in Nigeria, emphasising the importance of accurate audience measurement, which is crucial for advertisers to make informed decisions.
However, he noted that the current system, particularly for terrestrial television, lacks reliable data, making it difficult to assess the true reach and impact of programmes.
Tejumola’s call for a collaborative data ecosystem aligns with this analysis, signalling a need for structural change to unlock Nollywood’s potential.
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Storytelling: The Heart of Nollywood
Tejumola also addressed the perceived decline in storytelling quality, attributing it to rushed productions, insufficient writer training, and an overemphasis on aesthetics. “No matter what genre it is, people want relatable stories,” she said. “You can produce the most expensive film… but if the story isn’t strong, fans complain after watching it.”
Conversely, a gripping narrative can salvage a low-budget production. She urged greater investment in script development to bolster content quality.
Children’s content: A neglected frontier
The scarcity of local children’s content was another focal point. Tejumola acknowledged the limited pool of producers in the space, citing high costs and sparse advertising opportunities as barriers. Yet, she stressed its importance:
“The future of audience engagement starts with children.” MultiChoice supports this niche by offering platforms like Africa Magic Family for kid-friendly content, but consistency remains elusive. “We need a pipeline that is sustainable,” she said, hinting at plans to explore local animation and scripted children’s programming.
Reports suggest that investment in children’s content could cultivate lifelong audiences, aligning with Tejumola’s vision of a robust content pipeline. Her cautious optimism, backed by MultiChoice’s long-term planning, signals a strategic push to fill this gap.
Content accessibility
While streaming platforms and mobile subscriptions have transformed distribution, Tejumola highlighted a persistent barrier: data costs. “Data is still largely a problem,” she admitted. To counter this, MultiChoice is negotiating with a major telecom provider to bundle services with data packages, enhancing mobile access to content.
Finally, Tejumola emphasised that Nollywood’s future hinges on sustained investment. “Short-term investments are not enough,” she argued, reaffirming MultiChoice’s 30-year commitment to the industry. Beyond funding, she envisions an ecosystem where filmmakers can thrive, supported by platforms like DStv and Showmax.
