DStv Media Sales, in partnership with the Media Independent Practitioners Association of Nigeria (MIPAN), successfully hosted the 9th edition of its highly anticipated annual conference, with this year’s theme titled “Optimize.” Held in Lagos, the event convened top-tier marketing and media professionals to dissect the evolving role of optimisation in the digital media ecosystem.
The conference delivered forward-thinking strategies on how brands can unlock value through data-driven planning, integrated media campaigns, and technology-enhanced consumer engagement. It also offered stakeholders a rare behind-the-scenes view into the DStv content and audience landscape.
Embracing Smart Media in a Changing Era
Opening the conference, Doris Ohanugo, Executive Head of DStv Media Sales Nigeria, stressed that media optimisation has become a critical necessity in the modern marketing playbook.
“In an era defined by constant evolution, optimisation is no longer a luxury—it is a necessity,” she said. “It’s about speed, clarity, and deeper consumer connections in a crowded landscape.”
Delivering the keynote, Kholeka Maringa, Head of DStv Media Sales, Africa, highlighted the company’s strategic focus on content-led engagement. Citing analytics from the recent 11th Africa Magic Viewers’ Choice Awards (AMVCA), she revealed that the show attracted:
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3.3 million local viewers and 6.7 million viewers across Africa via linear TV
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Over 250,000 non-linear platform viewers
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10 million on-demand views
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2.3 million social media impressions
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1.8 million votes cast
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10,000 in-person attendees
“Our goal is not just to entertain, but to spark engagement and participation through premium content,” Maringa said.
Regulation Meets Collaboration
Representing the Advertising Regulatory Council of Nigeria (ARCON), Adeyinka Adebayo, Group Executive Director at OMG Central and West Africa, provided insights into recent regulatory developments.
“ARCON is here to regulate, not strangulate,” he stated, urging closer collaboration across the ecosystem. He emphasized the importance of “thinking global, acting local” and encouraged stakeholders to view media investment as a strategic, long-term capital input, not mere expenditure.
The Future is Seamless and Viewer-Centric
Nosipho Gama, Executive Head of Business Enablement at DStv Media Sales, spoke on “Impact and Reach in Media”, focusing on how evolving audience behaviours and emerging technologies are reshaping the media landscape.
“The future of television isn’t about competition between platforms,” she noted. “It’s about creating seamless, personalised viewer experiences across them all.”
Driving Results Through Smart Spending
Closing the conference, MIPAN President, Dozie Okafor, called on the industry to embrace “value-driven media investment” strategies.
“Optimisation isn’t just about cutting costs; it’s about investing smart, tracking results, and ensuring media delivers tangible outcomes,” he said.
Conclusion
The 2025 DStv-MIPAN conference went beyond theory, serving as a strategic industry reset. Discussions cut across audience data, regulatory alignment, cross-platform synergy, and the evolving expectations of brands and consumers. In the face of digital disruption, the conference echoed a unified industry direction—toward agility, collaboration, and performance-focused innovation in Nigeria’s media ecosystem.
