NBC Says Digital Switch-Over Will Unlock ₦605.2 Billion Advertising Market

The National Broadcasting Commission (NBC) has announced that Nigeria’s upcoming Digital Switch-Over (DSO) will unlock a ₦605.2 billion national advertising market. Speaking at a press conference following a facility tour at Nigerian Communications Satellite Limited (NIGCOMSAT), NBC Director-General Charles Ebuebu revealed that a national DSO launch is scheduled for June 17, 2026, ahead of the final analogue switch-off on December 31, 2028.

Ebuebu highlighted that the DSO will introduce verifiable audience measurement, enabling new revenue streams for local broadcasters and content creators. Furthermore, the migration will free up the digital dividend spectrum (700/800 MHz), which is estimated to yield over $1 billion in auction proceeds. This revenue will be reinvested directly into rural broadband and digital infrastructure.

The transition is also expected to fortify Nigeria’s ₦5 trillion creative economy which employs over 4.2 million citizens by providing a robust distribution network via the NigComSat-1R satellite to export content across West Africa.

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For everyday citizens, the transition offers a cost-effective alternative. The standard FreeTV service requires no monthly subscriptions, and users only need a basic dish alongside an open-standard DVB-S2 decoder, currently retailing on the open market for between ₦15,000 and ₦25,000.

While Ebuebu acknowledged ongoing legal disputes with local set-top box manufacturers, he clarified that no blanket injunction exists to stop the nationwide rollout. Broadcasters and independent stations are urged to join the FreeTV platform, where they will benefit from an 18-month free carriage window.

Addressing satellite continuity, NIGCOMSAT Managing Director Jane Egerton-Idehen confirmed that replacement satellites NIGCOMSAT 2A and 2B are scheduled for launch in 2028 and 2029, respectively. To bridge the gap, an interim commercial backup satellite has been secured at the 42.5°E orbital slot to prevent mass dish repointing.

NIGCOMSAT plans to execute a phased, zone-by-zone migration to avoid broadcasting blackouts, estimating that the nationwide operational campaign targeting five million households will cost between ₦5 billion and ₦10 billion.

The DSO marks a major shift from Nigeria’s 2022 policy, which moved the initiative to a private-sector-led model to ensure self-sustainability without government subsidies. Ultimately, the framework aims to eliminate signal self-carriage for pay-TV operators, reduce content monopolies, create jobs, and deliver premium, on-demand television services to millions of Nigerian households.