Highlighting significant challenges and new opportunities in Nollywood, Busola Tejumola, the Executive Head of Content and Channels at MultiChoice West Africa, shared her valuable vision for the industry's future.
This occurred during her comprehensive discussion at the recent SMC Filmmakers’ Forum hosted by the Nollywood Studies Centre, where she emphasized the need for strategic investments in data infrastructure, storytelling, and children's programming. She also stressed the importance of enhancing accessibility and fostering a long-term commitment to content development.
Data: The Missing Foundation
Tejumola was emphatic about the critical role of data in driving sustainable growth. She pointed out that Nollywood currently lacks a unified, centralised data repository that could inform content creation and distribution strategies. “Every company has their research and development for their product,” she explained, “but we must get to a point as a country where there is a repository of data that everyone can access.”
This data gap, she argued, stifles industry-wide progress. Companies understandably guard their proprietary data, but this creates silos that hinder collaboration and growth. Without accurate audience metrics—particularly for terrestrial television—filmmakers and advertisers operate in the dark, unable to gauge true viewer engagement or optimize content strategies.
Echoing this sentiment, Adedeji Adeniyi, a panellist at the 13th annual Africa International Film Festival (AFRIFF), stressed the importance of reliable audience measurement in the Nigerian television landscape. He warned that the current lack of dependable data prevents advertisers from making informed decisions, thus undermining the commercial viability of content.
Storytelling: Back to the Core
Tejumola also addressed a growing concern within Nollywood—the perceived decline in storytelling quality. She attributed this to hurried productions, underdeveloped scripts, and an overemphasis on visual appeal. “No matter what genre it is, people want relatable stories,” she asserted. “You can produce the most expensive film, but if the story isn’t strong, fans complain after watching it.”
She called for deeper investment in script development and writer training, insisting that strong narratives remain the backbone of successful content. In her view, even low-budget productions can achieve critical and commercial success if they are grounded in compelling storytelling.
Children's Content: A Strategic Frontier
Another underexplored area, according to Tejumola, is children’s programming. She described the sector as a “neglected frontier,” plagued by high production costs and limited advertising support. However, she sees great potential in building a pipeline for local, culturally relevant children’s content.
“The future of audience engagement starts with children,” she said, emphasizing the long-term value of nurturing young viewers with tailored content. Platforms like Africa Magic Family offer kid-friendly options, but Tejumola stressed the need for consistency and sustainability in this space. MultiChoice is reportedly exploring investments in local animation and scripted series aimed at children, signaling a strategic pivot toward capturing a younger demographic.
Accessibility and Infrastructure
Despite the growth of streaming platforms and mobile content consumption, Tejumola pointed out a significant hurdle: the high cost of internet data in Nigeria. “Data is still largely a problem,” she admitted. In response, MultiChoice is in talks with a major telecom provider to create bundled packages that would make content more accessible to mobile users.
This initiative reflects a broader push to democratize content access and keep pace with evolving viewing habits in the digital era.
Sustained Investment: A Long Game
Concluding her remarks, Tejumola reiterated the importance of long-term investment in Nollywood. “Short-term investments are not enough,” she stated. With MultiChoice’s 30-year presence in the region, she affirmed the company’s enduring commitment to nurturing the ecosystem—not just through funding, but by providing platforms and infrastructure that empower content creators.
Tejumola’s vision—rooted in collaboration, strategic planning, and a deep understanding of audience dynamics—charts a thoughtful course for Nollywood’s next chapter. Her message is clear: for the industry to thrive, it must invest not only in content but also in the systems that support its creation and distribution.