The founder of the regional media outlet Afia TV, Chief Emeka Mba, has explained how films are essentially one of the biggest investments in tourism and culture any society can make.
In an Afia TV interview hosted by Chinalurumogu Eze, the media founder explained the role of films in promoting culture and tourism, while also showing how they shape perception and can reinforce stereotypes about a group of people.
Mba, who was the former Director/General and CEO of the National Broadcasting Commission, touched on the issue of Nollywood being blamed for pushing a false stereotype that easterners are mainly ritualists. He explained that, while that is partly true, he believes the directors’ motives were largely commercial, and those films reflected the popular folklore of the time.
Mba also addressed the migration-to-major-cities syndrome, which was heavily promoted in Nollywood movies of the 90s. He stressed that the narrative is quite nuanced and holds a lot of water, as major cities like Lagos are truly the economic nerve centre of the country.
On the issue of funding for movies and cultural exhibits, Mba pointed out the disparity in how that works in the Southwest in comparison to the Southeast. He explained that the Southwest region appears to be more willing to fund movies and invest in culture than its Southeast counterpart.
This explains the seeming drop in quality of most Eastern-themed movies, with a few exceptions. The issue of funding is also evident in state-owned media houses in the region, which struggle to afford modern equipment and pay their staff handsomely.
Last Year, Afia TV lost its YouTube channel over claims of flouting community standards. Mr Emeka Mba announced the development on LinkedIn, stressing the danger of Nigeria’s creative industry’s over-relying on foreign platforms and the need to build homegrown digital distribution platforms.
