President Bola Tinubu has officially appointed media entrepreneur Rotimi Pedro as the new director-general of the Nigerian Television Authority (NTA)
The announcement came Wednesday via a statement on the Presidency’s X handle, which also confirmed three other executive appointments: Karimah Bello from Katsina as executive director, marketing; Stella Din from Plateau as executive director, news; and Sophia Mohammed from Adamawa as managing director of NTA Enterprises Limited.
According to the Presidency, the appointments take immediate effect and are part of Tinubu’s efforts to strengthen national broadcasting as a tool for “unity, cohesion and soft diplomacy.”
Pedro’s appointment had first been reported last week, creating uncertainty at the state broadcaster, as then-DG Salihu Dembos was away on official duties and neither the information minister nor presidential spokesperson had commented. Wednesday’s confirmation has now ended the speculation.
Pedro is the founder of Optima Sports Management International (OSMI), which secured broadcasting rights for the FIFA World Cup, UEFA Champions League, and English Premier League across Sub-Saharan Africa. He also contributed to launching Bloomberg Television Africa and introduced entertainment shows such as Nigerian Idol, X-Factor West Africa, and Nigeria’s Got Talent to local audiences through Rapid Blue Format.
The appointment has drawn praise from stakeholders, with media consultant Ngozi Nwako calling it one of Tinubu’s most significant decisions in the media sector, highlighting Pedro’s experience and international exposure as key to revitalizing NTA.
On social media, some users described the move as “long overdue” and welcomed “an experienced hand” at the helm of the broadcaster. Analysts note that Pedro’s understanding of content, revenue, and partnerships addresses key gaps NTA has faced for years.
However, experts caution that meaningful transformation will depend on political backing and adequate funding. Media consultant Adewale Ogunleye warned that years of bureaucracy have hindered NTA and stressed that consistent presidential support will be crucial for Pedro’s success.
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