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Group Proffers Solutions to Sports, Entertainment Problems in Nigeria

ben2 July 18, 2022

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A group of experts under the aegis of The “Think Tank On Nigeria (TTON)” has proffered possible solutions to the problems militating against sports and entertainment development in Nigeria.

The organization, a policy advocacy platform with over 250 members of various professions drawn from the different geo-political zones of Nigeria is worried that Nigeria has not been able to realize her full potential in sports and entertainment, like the United States and India, 60 years after independence

According to a recent communiqué made available to The Crest the group discusses and analyses Nigerian policies and politics with the aim of proffering solutions to developmental challenges that the country might be faced with.

“Rich contributions are made by experts in different fields which could be converted to veritable actions if adopted, in order to bring needed positive changes,” the communiqué read in part.

“The deliberation held was a continuation of the first Communique by the organization – Communique No. TTON/1/2022 – which centered on Youth Engagement. The sectors which engage the youths the most were highlighted in the Communique and these were Sports, Education, Entertainment, Politics, Agriculture, Industrialization, ICT and the Cottage industry. Thus, this particular discussion was aimed at identifying those factors that prevent the entertainment and sports sectors from being put to maximum use in engaging youths. It was moderated by Engr. Dideolu Falobi, the Convener of the Platform.”

Below is the communiqué in full:

COMMUNIQUE NO. TTON/2/2022

BY THE “THINK TANK ON NIGERIA”, A POLICY ADVOCACY ONLINE PLATFORM

SUBJECT: YOUTH ENGAGEMENT: FACTORS PREVENTING THE ENTERTAINMENT AND SPORTS SECTORS FROM BEING PUT TO MAXIMUM USE FOR THE BENEFIT OF THE YOUTHS.

The participants observed that:

ENTERTAINMENT
Nigeria is blessed with many talented youths who are are very passionate and more interested in exploring this sector. This is evident in the burgeoning number of youths who are into music, comedy, movies etc. If harnessed, entertainment could become a trade which would increase the country’s GDP.
The sector faces so many challenges, among which are Piracy, Devaluation of Naira, inconsistency of government policies, lack of originality, Inadequate expertise in digital marketing, Poor content, lack of prerequisite structures for success and poor funding.
Though the sector could be good and beneficial, there is too much immorality, thus defeating the objectives of sustainable development of youths. Hence, the high rate of depression, suicide use of drugs and other associated vices amongst Entertainers.
The cost implication of literary entertainment (Production, Distribution, Advertisement etc.) continues to serve as a clog in the sector’s wheel of progress.
Entertainment has the potential to employ a lot of youths if properly structured and funded.
Jingle-songs dominate in music and it is limited by lack of the massive spread character and professional-intellectual contents that speak to the upper economic echelons of the society. Getting messages across to people in this category is crucial in getting a greater share of international market of listeners, sponsors etc.
SPORTS:
This sector provides lots of benefits not just to the economy but to the general populace in terms of the health of the body and the mind as well as discipline even though it could be competitive and monetised.
The most targeted sporting activity in Nigeria has been football, leaving out other sports like handball, volleyball, basketball, boxing, wrestling, athletics etc some of which used to be popular in the country. Even local football has been relegated to the background!!!
There is need to create an engagement pyramid for sports despite our limited resources.

KEY RESOLUTIONS/CONSENSUS OUTCOME

ENTERTAINMENT
The Government needs to help implement policies that favour the entertainment industry personnels/ stakeholders for higher profitability e.g. film production, trademark and patent policy, label protection and so on. These policies will aid proper regulation and monitor value standard such as Entertainment Ratings. This would be based on consumers’ perception and critical analysis by industry experts. These experts will proffer solutions on how to change the narrative using controlled scripting or type of storytelling to attract producers e.g. giving support grants to initiators of a particular type of story or script.
Creativity thrives only in a conducive environment. Thus, the government should shift focus to policies that provide environment for entertainment to thrive. The steady devaluation of Naira and bad economy frustrates the efforts of youths in this sector. Thus, the government should implement policies that will improve the economy of the country.
People in entertainment should optimise best practices while guiding against lack of originality and poor content. If looking deeper into the African culture will inspire originality, then content should be sourced from our rich culture.
The skill of digital marketing should be acquired and engaged, as it helps in the marketing of ideas and products as well as in the packaging and presentation of services
Effective systems, structures and processes will go a long way in elevating the sector.
There is need for restructuring. The sector should look into centralization of production just like the developed countries where nearly every production is done in one place (America – Hollywood and Britain – Pinewood.). Thus, a brand should be created and projected to integrate the aspirations of the Individual, the Corporation, and the Community.
The government should support the sector through funds, subsidies, grants and other direct incentives as exemplified by leading economies around the World e.g. America.
SPORTS
The government should implement policies that will aid talent development from pre-teenage years, as well as creation of facilities and culture for general sports participation. These should include empowering of teams and academies for different age brackets, where they can access trainings and develop their talent.
Parents also need to, and should be encouraged to support their children who have interest in sports.
The government should work on the privatization of football- Nigeria flagship sport and all other sports while the Government remains as a regulator.
The Federal, State and Local governments should also encourage the sector by providing at least a good stadium for each town, ensuring that every student from primary school get involved in at least 2 sporting activities. In addition, local governments should be mandated to have a department for sporting activities.
The Central Bank of Nigeria(CBN) should also create a department for sports and sporting activities and ensure that commercial banks follow suit.
The state and local governments must be proactive and innovative in seeking sponsorship from the private sector as CSR programmes.
The government should come up with well-thought out legislations that would persuade the private sector to provide sponsorship for sports while enabling control, transparency and accountability to the government which should provide solid incentives for investors in this sector.
Platforms should be established by the government, charged with coming up with sporting activities that can keep youths busy during school vacations.
The government should ensure that the education sector restores inter-house sports and inter- school sports competitions at Local Governments, State and Federal Government Level. Age grade competition in all sports should also be restored as part of talent development and identification process.
Housing and Estate agencies should ensure that there are, at the least, moderately equipped sport centres in estates and neighbourhoods.