Jaji/Lagos — The Federal Government is launching a three-year programme to nationalise children’s cartoon content, positioning TV and digital animation as tools for family values, cultural identity and national security. Announced by Lanre Issa-Onilu, Director-General, National Orientation Agency (NOA), at Exercise Haske Biyu 2025 (theme: Family and National Security), the plan seeks to prioritise Nigerian heroes, languages and traditions in kids’ programming—while promoting civic responsibility, respect, discipline and patriotism from an early age.
The Policy—What “Nationalise” Means (and Doesn’t)
Nationalise here signals a Nigeria-first content mandate for children’s programming—not asset seizures. In practice, expect:
- Local-content quotas for kids’ blocks on broadcast/PayTV/OTT.
- Commissioning guidelines that favour Nigeria-centric stories, folklore, pro-social behaviour and civic education.
- Standards & classification to curb exposure to harmful or age-inappropriate themes.
- Curriculum alignment with Citizenship Studies and the National Values Charter already being rolled out in schools.
Issa-Onilu linked the move to Nationalise cartoon content to correcting a decades-long values drift from unchecked foreign content consumption, tying collapsing family standards to drug abuse, cybercrime, extremism and insecurity. The Sultan of Sokoto, Muhammadu Sa’ad Abubakar, echoed the urgency, urging tougher action on dangerous drugs and harmful media that undermine families and culture.
Why It Matters (Creative Economy + Business Lens)
- Demand Shock for Nigerian Animation: A quota-driven shift could unlock steady commissioning for local studios—story bibles, seasons, dubbing, and licensing—spurring jobs and IP creation.
- Advertiser & Brand Safety: Clearer standards raise brand suitability, attracting FMCG, telco, and financial-services spend back to kids’ inventory.
- Language & Inclusivity: Hausa/Igbo/Yoruba/Pidgin (and minority languages) dubbing creates new addressable audiences across broadcast and mobile.
- Security Dividend: Pro-social narratives (respect, discipline, civic duty) help nudge behaviour; families get trusted content they can co-view.
What Could Change on Screens (Next 36 Months)
- Programming Mix: Folklore and contemporary stories anchored in Nigerian settings, heroes and values; fewer imports at prime kids’ hours.
- Platform Duties: Broadcasters/streamers to file annual compliance reports (hours, titles, languages, age-ratings), with penalties for non-compliance.
- School Tie-ins: Short-form civics and micro-lessons embedded in morning school TV, VOD classrooms, and edtech bundles.
- Parental Controls: Stronger time-of-day protections, ratings badges, and report-abuse hotlines.
Playbook for Studios, Channels & Streamers (Actionable)
- Greenlight Slate: Build Nigeria-first show bibles (13×11’, 26×11’), multi-language dubbing, and accessibility captions.
- Co-Production & Grants: Organise PPP consortia (studio + broadcaster + telco) to bid for government-backed commissions.
- IP & Merchandising: From characters to books, music, toys and classroom kits—create 360° franchises.
- Research & Impact: Instrument shows with pre/post attitude surveys (respect, honesty, tolerance), publish impact to win renewals.
- Age-Appropriate Design: Privacy-safe UX for kids apps; no data-harvesting; ad formats that meet family-friendly codes.
Implementation Timeline (Indicative)
- 0–6 Months: Draft national kids’ media standard, pilot slots with broadcasters; open grant windows for local series development.
- 6–18 Months: Commission season orders; launch language dubbing fund; roll out ratings/parental-control toolkit.
- 18–36 Months: Full quota enforcement across TV/OTT; embed citizenship shorts in school timetables; publish annual compliance league table.
Risks & Mitigations
- Quality Gap: Rapid quotas can invite filler. Mitigation: phased targets + script labs and showrunner residencies to lift craft.
- Funding Friction: Animation is capex-heavy. Mitigation: tax credits/rebates, telco distribution advances, export-ready co-pros.
- Over-regulation: Creativity chills under heavy hands. Mitigation: independent classification board and clear, viewpoint-neutral standards.
- Discovery & Reach: Great shows still need viewers. Mitigation: mandate free-to-air windows, promote on school and community networks.
By the Numbers (Policy Signals)
- Horizon: Three-year full implementation target.
- Policy Anchors: National Values Charter, compulsory Citizenship Studies in schools.
- Focus: Cartoons/children’s content as the front-line for cultural identity and family reinforcement.
BRANDECONOMY Take
Best to treat this move to Nationalise cartoon content as a creative-industry industrial policy. Stakeholder contribution is essential across the board. If Government couples values-driven standards with finance, training, and distribution, Nigeria can build export-grade kids’ IP that educates, entertains, and sells beyond our borders. Done right, the result isn’t propaganda; it’s beloved characters telling Nigerian stories with global craft.
Bottom line: Culture is a market. Back it with quotas, capital and craft, and Nigeria’s animation sector becomes a jobs engine and a values carrier—at home and across Africa.
