The National Broadcasting Commission (NBC) may be on the brink of a major regulatory shake-up as concerns over the pricing strategies, content access, and advertising monopolies of Nigeria’s dominant pay-TV operators come under intense scrutiny.
Though no formal directive has been issued, remarks made by NBC Director-General Charles Ebuebu during an informal exchange with journalists after attending an industry event in Lagos have set the industry on edge, fueling speculation that the regulator is finally moving to rein in exploitative market practices.
The urgency of the situation has been further underscored by a formal petition from DAAR Communications, owners of Africa Independent Television (AIT), which accused major pay-TV platforms of stifling competition and using their market power to restrict access to free-to-air (FTA) content. But if that wasn’t enough to trigger alarm bells in government, what followed surely did—a sudden subscription price hike by one of the country’s biggest pay-TV operators, despite the naira gaining strength and inflation beginning to ease.
The timing of the price increase has sparked outrage, with consumer groups questioning why a company would raise costs at a time when the price of other goods and services is falling. The Federal Competition and Consumer Protection Commission (FCCPC) has since challenged the draconian pricing strategy, and in a rare public alignment, the NBC has now declared full support for the FCCPC’s intervention.
Behind the scenes, the presidency has now directed the establishment of high-level ad-hoc teams within the regulatory agency to conduct a short-term review of the sector, signaling that the federal government is not only watching but may be preparing to act decisively.
THE FTA CRISIS: PAY-TV OPERATORS BLOCKING ACCESS TO FREE CONTENT
One of the most contentious issues under review is how pay-TV companies have turned free-to-air (FTA) channels into part of their paid subscription models. While these channels are meant to be freely accessible to all Nigerians, pay-TV operators have long bundled them into premium packages, ensuring that subscribers must pay to access content that is supposed to be free.
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This deliberate restriction of FTA access has allowed pay-TV operators to meet their regulatory obligations while suppressing independent broadcasters, effectively cornering the market and forcing consumers into unnecessary payments.
Industry sources suggest that NBC’s review could lead to an enforceable policy ensuring that FTA channels remain truly free, whether a viewer is subscribed to a pay-TV package or not. Such a measure would restore fair competition, allowing independent broadcasters to reach their full audience without interference from dominant platforms seeking to control distribution.
This potential shift is widely seen as a direct challenge to the business model of major pay-TV platforms, which have long relied on their ability to bundle FTA channels into their paid offerings, forcing viewers to subscribe even when they don’t need to. Should NBC move forward with such a policy, it would represent one of the most significant regulatory interventions in the Nigerian broadcast sector in years.
THE ADVERTISING MONOPOLY: TIME TO BREAK THE STRANGLEHOLD?
Beyond price hikes and content access, another key issue under scrutiny is the monopolization of advertising revenue in the pay-TV sector. Industry analysts have long pointed out that a few dominant platforms control a disproportionate share of the advertising market, leaving independent broadcasters struggling to secure funding.
NBC’s review is expected to consider measures to cap the percentage of advertising revenue that pay-TV operators can command. The goal is simple—redirect a greater share of the market to independent broadcasters who rely solely on ad revenue to survive.
Additionally, NBC is said to be considering expanding the digital access fee, currently applied to certain pay-TV services, to all platforms benefiting from the Nigerian media market, including digital streaming services. This would ensure that all players profiting from Nigerian audiences reinvest a fair share into local content production, jobs, and infrastructure development, aligning with the government’s broader economic plan to expand the creative sector into a N3 trillion industry by 2030.
The growing influence of digital streaming services like Netflix, Showmax, and Amazon Prime may also come under increasing regulatory focus. While these platforms have provided greater content diversity and access to global programming, there is concern that they have been allowed to profit from the Nigerian market without making sufficient reinvestments into local content production.
Sources indicate that NBC’s review may explore policies to collaborate with streaming platforms and reinvest a percentage of their Nigerian revenue into local productions. This would ensure that the country’s content creators benefit from the streaming boom rather than simply serving as consumers of foreign content.
NBC AND FCCPC: A UNITED FRONT AGAINST PRICE HIKES
The NBC’s decision to publicly align with the FCCPC on the issue of unjustified price increases signals a rare moment of regulatory unity. The fact that subscription costs are rising even as the naira strengthens and inflation drops raises serious questions about whether consumers are being taken advantage of by operators who are using their market control to set arbitrary prices.
Industry insiders suggest that the regulatory stance could set the stage for a wider investigation into pay-TV pricing structures, particularly how these companies justify their frequent price hikes despite economic conditions that suggest they should be lowering costs, not increasing them.
The possibility of sweeping regulatory intervention has split opinions in the industry.
Independent broadcasters and content creators see this as a long-overdue correction. For years, they have been locked out of fair competition, watching as pay-TV operators dominate advertising revenue, control content distribution, and force subscribers to pay for channels that should be free.
However, major pay-TV providers have been more cautious, with industry executives privately warning that increased regulation could “discourage investment” and “disrupt business models”.
One senior pay-TV official, speaking anonymously, expressed concern that the review process may introduce “unnecessary uncertainty” into the market. “There is a way to ensure fair competition without damaging the industry’s ability to attract investment,” he said.
THE PRESIDENCY’S NEXT MOVE: TO ACT OR TO WATCH?
While the presidency has not issued any direct public orders, its decision to mandate an immediate review of pay-TV and broadcast practices suggests that it is closely monitoring the situation.
The Tinubu administration has repeatedly emphasized the importance of creating a media and entertainment sector that works for all players, not just a select few. Sources suggest that the outcome of NBC’s review will be closely aligned with the government’s economic and creative sector goals—but how far the administration is willing to go remains to be seen.
WHAT HAPPENS NEXT?
With high-level regulatory reviews underway, public backlash against rising subscription prices, and growing government interest in breaking monopolistic control, Nigeria’s pay-TV industry is at a crossroads.
If the NBC follows through on its review, Nigerians could soon see FTA channels that are truly free, advertising revenue that is more evenly distributed, and streaming platforms that reinvest in local content rather than extracting profits without giving back.
But if the dominant pay-TV operators successfully lobby their way out of meaningful reforms, business will continue as usual—with Nigerians paying higher subscription costs for channels that should be free, independent broadcasters struggling for survival, and corporate giants dictating the rules of the game.
One thing is certain—the era of unchecked dominance in Nigeria’s broadcast sector is being challenged like never before. Whether this results in real change or yet another quiet backroom settlement remains to be seen.
