DStv Media Sales, in collaboration with the Media Independent Practitioners Association of Nigeria (MIPAN), hosted the 9th edition of their annual industry conference on Thursday, May 9, 2025, in Lagos. Themed “Optimize,” the conference brought together a dynamic cross-section of stakeholders in the marketing communications industry to explore the power and future of media optimisation in an evolving digital landscape.

The event offered a comprehensive look into the DStv ecosystem, featuring thought leaders, regulators, and agency executives who shared practical insights on how brands can unlock more value through strategic planning, data-driven decisions, and integrated consumer engagement.

In her opening remarks, Doris Ohanugo, Executive Head, DStv Media Sales Nigeria, emphasised the urgency of embracing optimisation in today’s fast-paced environment.

“In an era defined by constant evolution, optimisation is no longer a luxury; it is a necessity,” she stated. “It’s about moving faster with clarity and creating deeper connections in a crowded landscape.”

Delivering the keynote address, Kholeka Maringa, Head of DStv Media Sales, Africa, reinforced the company’s commitment to content-led engagement. She also provided valuable data-driven insights into audience behaviour, using the 11th edition of the AMVCA as a case study. According to Maringa, the event reaches 3.3 million viewers in Nigeria and 6.7 million outside Nigeria via linear platforms, while non-linear platforms record upwards of 250,000 digital viewers, 10 million views on video demand, and 2.3 million social impressions. The event also saw 10,000 attendees from the press conference to the final show, with a total of 1.8 million votes cast.

“Our goal is to maximise reach and enhance viewer engagement by consistently delivering content that encourages interaction and participation,” she said.

Also speaking at the event was Adeyinka Adebayo, Group Executive Director, OMG Central and West Africa, representing the Advertising Regulatory Council of Nigeria (ARCON). Adebayo discussed driving growth in media investment and provided insights into the recent ARCON regulations. He emphasised the agency’s role as an enabler, not a barrier, highlighting the importance of collaboration between media owners, agencies, and advertisers to drive success.

He further urged industry stakeholders to “act local and think global,” stressing that media investment should not only be viewed as expenditure but as a capital investment with long-term value.

“The purpose of ARCON is to regulate, not strangulate. Media owners, agencies, and advertisers must work collaboratively; we all need each other,” he concluded.

On the topic of “Impact and Reach in Media,” Nosipho Gama, Executive Head, Business Enablement at DStv Media Sales, shared insights on emerging media technologies and evolving audience behaviours.

“Platforms will continue to expand their offerings and reach by incorporating new technologies. The future of television isn’t about one platform outshining another; it’s about creating seamless, viewer-centred experiences,” she said.

Closing the event, Dozie Okafor, President of MIPAN, delivered a strong call for value-driven media investment strategies.

“Media optimisation is about more than just spending; it’s about spending smart. As an industry, we must prioritise optimised investments that deliver measurable results,” he concluded.

The 9th DStv-MIPAN conference proved to be more than just a knowledge-sharing session. It served as a strategic touchpoint for industry players to reflect, recalibrate, and align on the direction of media in Nigeria. From shifting consumer behaviours to the demand for smarter spending, the conversations reinforced a collective industry goal, to build a more agile, collaborative, and results-oriented media landscape in Nigeria.

By Modupe Gbadeyanka

A new feature has been introduced by Airtel Nigeria to its My Airtel App in a bid to make the purchasing of items seamless.

The new feature, eShop, allows customers to enjoy a full retail experience directly within the existing subscriber app—beyond simply buying airtime or data.

The eShop feature offers a wide selection of products ranging from Airtel-branded items such as Home Broadband (HBB) devices and everyday retail items such as electronics, home appliances, fashion, and beauty products.

The update enhances the app’s functionality by allowing customers to access the eShop directly from the home screen, eliminating the need for external redirection to web browsers or third-party platforms.

The Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, while commenting on the new feature, emphasized the brand’s ongoing focus on innovation and customer-centricity.

“At Airtel, we understand that today’s customers value convenience above all else. This update is part of our broader mission to simplify digital experiences and make everyday transactions easier and faster.

“By integrating the eShop directly into the My Airtel App, we’re eliminating unnecessary steps and giving users the freedom to do more within a single platform,” he said.

“We’re moving beyond basic connectivity towards building a digital ecosystem that supports the lifestyle needs of our customers. Whether it’s purchasing a device, recharging, or shopping for everyday items, we’re putting more power and choice in the hands of our users,” he added.

The My Airtel App continues to serve as a key platform for Airtel subscribers, offering self-service options, quick access to bundles, account management tools, and now, a more robust digital shopping channel.

By Dipo Olowookere

A credit facility worth $80 million but fully Naira-denominated has been secured by Sun King to deepen solar access in Nigeria through its pay-as-you-go model.

The loan was facilitated by International Finance Corporation (IFC) and Stanbic IBTC Bank, with the former contributing $50 million.

Through the funding support, off-grid customers will access affordable solar solutions through Sun King in Nigeria.

The reason for providing the loan in local currency is to protect Sun King from foreign exchange risks, allowing its clients and customers to pay in small instalments, which improves affordability and capital efficiency, particularly for low-income and rural consumers.

The investment supports the Mission 300 initiative, which aims to connect 300 million people in Sub-Saharan Africa to electricity by 2030.

The facility falls under Sun King’s Sustainable Financing Framework, which has received a ‘Very Good’ Sustainable Quality Score from Moody’s, recognising its strong contribution to sustainability and climate goals.

Via flexible pay-as-you-go payment options, customers repay the cost of solar systems over 12 to 24 months through daily, weekly, or monthly instalments. Customers can pay as little as $0.21 a day via mobile money or cash.

This model lowers the financial barrier to clean energy and broadens access among underserved communities. To date, Sun King has extended $1.2 billion in loans to its customers across Africa.

In Nigeria, where nearly 40 per cent of the population lacks access to electricity, demand for affordable solar solutions is growing rapidly. The facility will support Sun King’s expansion in the country, especially in hard-to-reach communities.

“Millions of Nigerians still live without reliable access to electricity, which limits opportunity and undermines resilience.

“This investment enables scalable local-currency solutions that empower households and businesses with clean, affordable solar power.

“Beyond energy access, it supports rural employment, boosts productivity, and brings us closer to our shared goal of inclusive, sustainable development,” the IFC Regional Director for Central Africa and Anglophone West Africa, Dahlia Khalifa, stated.

“At Stanbic IBTC, we are proud to strengthen our partnership with Sun King through this transformative $80 million facility, which will empower millions of Nigerians with access to clean, reliable, and affordable solar energy who would otherwise struggle to access power.

“This collaboration underscores our commitment to fostering innovative solutions that address critical energy challenges in Nigeria while driving economic growth and improving the quality of life for underserved communities.

“By enabling households and small businesses to access solar power through flexible financing options, we are helping to build a more inclusive and sustainable future for Nigeria,” the chief executive of Stanbic Bank IBTC Capital Limited, Oladele Sotubo, said.

The co-founder of Sun King, Anish Thakkar, said, “Off-grid solar provides the fastest and most scalable pathway to universal electrification across Africa.

“This investment exemplifies the kind of bold, all-hands-on-deck approach required to deliver reliable, affordable energy to millions at the pace Mission 300 calls for.

“With structured financing tailored to local needs, we can dismantle affordability barriers and scale up the proven impact of off-grid solar solutions. We commend IFC and Standard Bank for their leadership in advancing sustainable energy access.”

Sun King is a leading off-grid solar provider, which designs, distributes, and finances solar systems across over 40 countries.

With a network of more than 29,500 agents across Africa, the company has sold over 27 million solar products.

The company sells a range of cost-effective solar products, from solar home systems that offer multi-room lighting and phone charging to powerful rooftop solar systems that provide power equity with the grid.