FG: AMS Rollout Will Boost Data-driven Broadcasting, Strengthen Digital Switch Over
Emma Okonji The federal government has said the phase rollout of Audience Measurement System (AMS) in 60,000 households across 36 states of Nigeria, including the Federal Capital Territory (FCT) Abuja,
The Federal Government of Nigeria (FG) has announced that the phased rollout of the Audience Measurement System (AMS) in 60,000 households across 36 states, including the Federal Capital Territory (FCT) Abuja, will bolster data-driven broadcasting and strengthen digital switch-over. The initiative, spearheaded by the National Broadcasting Commission (NBC) under the brand name FreeTV, is a part of the Digital Switch Over (DSO) platform that aims to transition Nigeria from analogue to digital broadcasting.
The DSO initiative, with its goal to provide the digital infrastructure for the new AMS, targets nationwide coverage and over 100 free-to-air channels, offering modern infrastructure for the new system. The rollout, slated to begin in Lagos, will cover around 7,000 surveyed households, with subsequent phases including Abuja, Port Harcourt, and Kano, followed by the remaining key media markets across Nigeria's six geopolitical zones.
The Minister of Information and National Orientation, Mohammed Idris, stated that the AMS will provide vital insights into audience behaviors, such as what they watch, when they watch, and who is watching. This data is crucial for broadcasters, advertisers, content producers, investors, and regulators, helping improve programming, enabling better-informed decisions, supporting content production, and strengthening the overall broadcast industry.
The Minister emphasized that the initiative aligns with Bola Ahmed Tinubu's Renewed Hope Agenda, particularly its focus on digital transformation, innovation, investment, job creation, and economic diversification. He highlighted that a reliable AMS can enhance investor confidence, support the production of quality Nigerian content, and create opportunities across media and creative industries.
The Director-General of NBC, Charles Ebuebu, announced that First Media and Entertainment Integrated Limited (FMEIL) Nigeria, in collaboration with GARB, Bulgaria, was chosen to design, develop, and deliver the Audience Measurement System in Nigeria. The system will replace traditional, manual diary-based methods with a modern Peoplemeter-based Television Audience Measurement service, utilizing devices installed in selected homes that passively capture viewing habits and transmit data daily to a central data center.
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