Showcase Interview

“Content For Digital TV Must Reflect Values And Aspirations Of The Audience” – Tolulope Ajayi, Filmmaker

Mr Tolulope Ajayi, an Independent Executive Director of films and advertisements in Nigeria, says that in order to have longevity in the digital broadcasting ecosystem, Nigerian content creators need to create content that reflects the values and aspirations of the local market.

Mr Ajayi, in an interview with Broadcast Media Africa (BMA), in preparation for the Industry Forum on Content for Digital TV –Effective Management and Successful Monetisation taking place on the 10th – 11th March 2020 in Abuja – Nigeria, said that Nigerians had consumed content from everywhere else in the globe so now is the perfect time for the country’s content creators to take pride and tell stories that resonate with the authenticity of who they really are.

Below is the conversation that Tolulope had with BMA on the forthcoming Summit, where he will be participating in a key panel discussion session:
BMA: Why did you decide to get involved in this Industry Forum on Content for Digital TV –Effective Management and Successful Monetisation?
Tolulope Ajayi: I decided to participate in this Forum because as a member of the industry with a background in advertising and content creation, I want to be a part of the conversation around the development of digital TV, content creation and marketing opportunities within the sector.
I feel that this will be a beneficial Forum for those in attendance and I look forward to finding out what the next steps are for content creators in terms of funding as this is a major problem in Nigeria’s broadcast industry.
BMA:  In your opinion, what key market dynamics should industry stakeholders be extra considerate of when creating and delivering content for TV in Nigeria?
Tolulope Ajayi: I reside in Lagos, Nigeria and do a lot of my work in the area, so that is my immediate market.
Lagos is Nigeria’s entertainment hub, and as such, the audience is a high-energy group that requires content that is relevant, and that resonates with their realities.
I believe that content creators should ensure that they create and deliver content that is entertaining, of course, but most importantly, the content must reflect the views, values and aspirations of Nigerians.
This is because for the longest time Nigerians have consumed content from everywhere else in the globe but home.
It is time for us to take pride in our authenticity and let that reflect in our broadcast media industry.
The content also needs to grab attention and be of high quality in order to appeal to the markets.
BMA: Could you please tell us what you hope fellow participants will take away from this industry event?
Tolulope Ajayi: Hopefully, this Forum will bring together African broadcasting stakeholders from all corners of the continent so that we can work together to develop our respective markets.
I hope that we make stronger connections and build relationships with those who specialise in something different to what we specialise in, for example, content creators forming collaborations with content distributors, and so forth…
About Tolulope Ajayi:
Tolulope is an award-winning Director, Producer and an accomplished creative professional with experience in advertising, broadcast production and film making.
His journey began as a young intern cartoonist at Vanguard Newspapers at the age of 16. This has evolved into a career that is both of heartfelt passion and professional achievement.
He’s had a 20-year advertising career creating some of Nigerian advertising’s most memorable moments.
Tolulope has taught creativity at Pan African University – School for Media and Communication on Creativity and TV production in 2008.
He also delivered the keynote speech for Lagos Advertising Awards LAIF in 2011 and has also spoken at Fate Foundation on Digital Marketing in 2011.
He is a creative mentor and speaker on film projects and has done masterclasses for Access Bank Accelerate Masterclasses.
Tolulope will be speaking at the OTT Content Streaming and On-Demand Summit in his capacity as an Executive Director of films and commercials.
Find out more about Tolulope Ajayi here.

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