General
In Nigeria, Still African Time
By Prince Charles Dickson PhD
How many times have you heard the phrase “No African time” and maybe if you naively wondered, what is African time? “African time” is a colloquialism that refers to the cultural tendency in some African countries, including Nigeria, to have a more relaxed attitude towards time and punctuality.
While it’s difficult to quantify the exact amount of time wasted due to “African time,” here are some common scenarios that might give you an idea: Meetings and events starting 30 minutes to several hours late (In fact, if it starts 30 minutes late, it is considered an early start). Social gatherings and parties beginning later than scheduled, delays in responding to messages or returning calls, and crass ineptitude characterized by some ridiculously flexible attitudes towards deadlines and time commitments
Keep in mind that “African time” is a stereotype, and not all Nigerians (or Africans) adhere to this cultural phenomenon. Let me state that many individuals and organizations prioritize punctuality and respect for other people’s time, but they are few in comparison.
Let’s dive deeper into the concept of “African time” and its cultural significance in Nigeria.
The term “African time” is believed to have originated from the colonial era, when Western colonizers imposed their time-keeping systems on African societies. This disruption of traditional time-keeping practices led to a more flexible attitude towards time.
The manifestations of “African Time” in Nigeria
- Flexibility: Time is viewed as a flexible concept, rather than a rigid framework. For instance:
– A meeting scheduled for 10:00 AM might start at 11:30 AM, with attendees trickling in at their own pace.
– A friend might ask to meet up at 5:00 PM, but show up at 6:30 PM, expecting you to still be available.
- Relaxed attitude: People may prioritize social interactions and relationships over punctuality. For example:
– A family gathering might be scheduled for 2:00 PM, but the host might not mind if guests arrive an hour or two late, as long as they come with a warm smile and a willingness to socialize.
– A colleague might show up late to a meeting, but make up for it by bringing a plate of freshly baked pastries or a bouquet of flowers.
- Adaptability: Nigerians often adapt to changing circumstances, including unexpected delays or setbacks. For instance:
– A sudden rainstorm might cause a traffic jam, forcing you to arrive late to a meeting. Instead of apologizing profusely, you might simply shrug and say, “Ah, the rain caught me!”
– A power outage might disrupt a wedding reception, but the guests might simply laugh and continue celebrating by candlelight.
– A wedding reception might be scheduled for 12:00 PM, but the food might not be served until 3:00 PM.
– A birthday party might start at 5:00 PM, but the cake might not be cut until 7:30 PM.
Painfully, this attitude strays and influences not just various aspects of daily life in Nigeria but very important aspects, imagine where start times may be delayed, and punctuality is not always expected at a doctor’s appointment, scheduled for 9:00 AM, but the doctor might not see patients until 10:30 AM. A business meeting might start 30 minutes late, but the attendees might spend the first 15 minutes chatting and laughing together.
In Nigeria, “African time” has significant implications for politics and governance, and this was the point I had said I was coming to;
- Flexible Schedules: Government meetings, events, and even court proceedings often start late, with attendees trickling in at their own pace.
- Delayed Decision-Making: The flexible attitude towards time can lead to delayed decision-making, as officials may not feel pressured to meet deadlines.
- Inefficient Bureaucracy: The concept of “African time” can contribute to an inefficient bureaucracy, where tasks are completed at a slower pace.
- Lack of Accountability: The relaxed attitude towards time can make it challenging to hold officials accountable for their actions and decisions.
- Cultural Expectations: In some cases, “African time” is seen as a cultural expectation, where punctuality is not always valued.
On the last point above, rather than assume, I would preferably ask, how many times have you seen a top government official, a governor or a minister arrive early, or on time for a meeting, even whether business or social, it is seen as demeaning for the official or dignitary to be at the venue early or on time.
We have seen election delays like the 2019 presidential election, which was delayed by a week, with the Independent National Electoral Commission (INEC) citing logistical challenges. We have been served ‘breakfast’ of Budget Delays, as the Nigerian government has consistently failed to meet its budget deadlines. Let me not even delve into the perennial delays in infrastructure, where the construction of major infrastructure projects, such as roads and bridges, often experience significant delays, with some projects taking years or even decades to complete or never completed.
The concept of “African time” in Nigerian politics and governance poses several challenges, we care less about the economic consequences of delays and inefficiencies, including lost productivity and revenue. The relaxed attitude towards time erodes trust in government institutions and officials, and how it leads to inefficient service delivery, including delayed or inadequate healthcare, education, and other essential services.
As Nigeria continues to modernize and integrate into the global economy, there is a growing recognition of the importance of punctuality and time management, I have seen the widespread use of digital technologies increasing awareness of time and promoting more efficient time management.
Interactions with people from other cultures have encouraged Nigerians to adopt more rigid time-keeping practices, Nigerians will still have a way of arriving at the airport late, but will seldom go for a VISA interview late and it speaks volumes.
To address the challenges posed by “African time,” it is essential to promote a culture of punctuality and respect for other people’s time. This can be achieved by implementing efficient systems and processes, fostering accountability, and encouraging citizens to prioritize punctuality.
In conclusion, “African time” is a complex and multifaceted phenomenon that reflects Nigeria’s cultural heritage and historical context. While it presents challenges, it also painfully promotes flexibility, adaptability, and strong social relationships. By understanding and addressing the challenges posed by “African time,” Nigeria can promote a more efficient and effective governance system, ultimately benefiting its citizens and promoting economic growth and development.
By Modupe Gbadeyanka
Over 50 skilled technicians drawn from various states across the South-West region of Nigeria converged on Ibadan, Oyo State, on Friday for a comprehensive technical and sensitisation training programme for set-top box installers and associated reception equipment technicians.
This training was organised by the National Broadcasting Commission (NBC) in partnership with the Nigerian Communications Satellite Limited (NIGCOMSAT) to guarantee a smooth, efficient, and error-free rollout of Nigeria’s digital broadcasting migration.
Nigeria’s journey toward digital terrestrial television has spanned nearly two decades. The country formally adopted the digital switchover policy in 2008 in line with the International Telecommunication Union’s (ITU) 2006 global mandate, which set a June 2015 deadline for member states.
Successive missed targets in 2017 and beyond stemmed from funding constraints, policy inconsistencies, infrastructure gaps, and logistical challenges. While pilot projects were implemented in Plateau, Lagos, Kano, Enugu, Kwara, Osun, Kaduna, and the Federal Capital Territory, nationwide coverage remained a distant goal.
After substantial public investment exceeding N60 billion with limited results, the federal government unveiled a bold, renewed strategy in 2025 titled The Big Picture on June 17, 2026, with a firm analogue switch-off date set for December 31, 2028.
The new framework introduces a hybrid broadcasting model that intelligently combines Digital Terrestrial Television (DTT), Direct-to-Home (DTH) satellite delivery via NIGCOMSAT-1R, and Internet Protocol (IP)-based distribution.
By prioritising satellite technology, Nigeria leverages its sovereign satellite assets to significantly reduce dependence on expensive terrestrial transmission infrastructure. This approach is projected to accelerate digital television rollout by over 65 per cent while delivering near-instantaneous national coverage.
The Head of the Digital Switchover (DSO) unit and Deputy Director of Public Affairs at the NBC, Mrs Clementine Usman-Wamba, noted that the Ibadan session is the first of many planned across Nigeria’s geopolitical zones.
The Ibadan training directly addresses the technical demands of this hybrid ecosystem. Installers will be equipped with skills in satellite dish alignment for DTH, terrestrial antenna optimisation for DTT signals, and the configuration of hybrid reception devices.
Given the significant departure from analogue systems and earlier pilots, this sensitisation is essential to minimise installation errors, reduce service disruptions, and ensure that even households in rural and underserved communities can enjoy seamless access to superior digital broadcasts.
The FreeTV platform, built on open-standard DVB-S2 technology, will offer up to 100 free-to-air high-definition channels to an estimated 40 million television households across the country.
For terrestrial reception, Nigeria has adopted the advanced DVB-T2 standard with MPEG-4 AVC compression, which supports up to 20 channels per frequency—far more efficient than previous systems.
Consumers can access the service using affordable DVB-S2-compatible set-top boxes (priced between N15,000 and N25,000) or smart TVs with built-in DVB-T2 digital tuners.
Beyond technical excellence, the DSO represents a major national economic transformation project. The reallocation of broadcast spectrum (the “digital dividend”) will unlock new opportunities in telecommunications and broadband services. The advertising market is projected to expand by up to N605.2 billion, while local manufacturing and assembly of reception equipment is expected to generate over 20,000 jobs.
By Adedapo Adesanya
The Nigerian Maritime Administration and Safety Agency (NIMASA) has introduced the Blue Economy Accelerator Programme, a strategic initiative to identify, nurture, and accelerate innovative startups that will contribute to the sustainable growth of Nigeria’s marine and blue economy.
The Blue Economy Accelerator Programme is aimed at attracting young, vibrant minds with innovative ideas capable of transforming Nigeria’s maritime ecosystem.
The Director-General of NIMASA, Mr Dayo Mobereola, said that through the initiative, participants will receive structured business development support, industry mentorship, and technical guidance to convert promising concepts into viable ventures that address critical challenges and opportunities within the blue economy.
“The programme reflects NIMASA’s commitment to supporting the implementation of the vision of the Federal Ministry of Marine and Blue Economy in unlocking the immense potential of the blue economy by empowering young innovators, entrepreneurs, and technology-driven enterprises. We at NIMASA want to provide a platform for investors to identify young talents and invest in them,” he said.
The NIMASA DG commended the Minister of Marine and Blue Economy, Mr Adegboyega Oyetola, for codifying the Marine and Blue Economy Policy as a clear roadmap for the sector’s development and also urged young Nigerians to embrace the programme, which has the potential to transform raw talents into big investments in the maritime sector.
Applications are open to startups and innovators developing solutions across several strategic sectors, including marine waste management and the blue circular economy; aquaculture And sustainable fisheries; maritime technology and logistics innovation; ocean energy including wave, tidal, and offshore renewable energy; marine tourism and coastal recreation; marine biotechnology such as, ocean data and analytics; green Shipping, including vessel decarbonization; smart port solutions; autonomous marine vehicles; biofouling prevention technologies; and coastal resilience through nature-based coastal defence solutions.
The first phase of the programme is expected to attract a minimum of 150 high-quality applications from within and outside the country, provided they are Nigerian citizens.
By Modupe Gbadeyanka
Governor Babajide Sanwo-Olu of Lagos State will declare open the 53rd Annual General Meeting (AGM) and Congress of the Association of Advertising Agencies of Nigeria (AAAN) taking place from July 23–24, 2026, at the Providence Hotel, Ikeja GRA, Lagos.
The event is expected to bring together leaders from advertising, marketing, media, government and the wider creative economy to examine the forces reshaping the industry.
A statement from the group stated that the programme, themed AdVolution: The End of Advertising as We Know It and How to Win What Comes Next, will have the Minister of Information and National Orientation, Mr Mohammed Idris Malagi; the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Mr Lekan Fadolapo, and others in attendance.
The conference will feature keynote presentations by the CMO of Fidelity Bank, Mr Meksley Nwagboh, and the chief executive of Big Cabal Media, Tomiwa Aladekomo. They will share insights on the evolving advertising landscape and the opportunities shaping its future.
This year’s congress comes at a time when artificial intelligence, digital platforms, changing consumer behaviour and the creator economy are transforming how brands connect with audiences and deliver value.
The conference will examine some of the industry’s most pressing issues, including the shift from interruption-based advertising to participation-led engagement, the evolution of agencies into technology-driven ecosystems, the rise of the creator economy and the growing need to move beyond traditional commission models towards measurable business impact.
The president of AAAN, Mr Lanre Adisa, described this year’s theme as both timely and necessary.
“This year’s AGM comes at a defining moment for our industry. AdVolution captures the reality we are all facing: a period of big change that is reshaping how we work, create and deliver value. This gathering is an opportunity for industry players to come together, exchange ideas and shape the next chapter of advertising in Nigeria,” he stated.
Activities will commence on July 23 with a members-only Business Session featuring the President’s stewardship address, committee reports and deliberations on the Association’s progress and strategic direction.
The main conference takes place the next day and will conclude with the AAAN Gala and Awards Night, celebrating outstanding contributions to Nigeria’s advertising industry.
