TV360 Nigeria

How NAMIP Helped TV360 Transition to Cable and Make Revenue from YouTube

When TV360 joined the Nigeria Media Innovation Program (NAMIP) in December 2022, the organization stood at a critical juncture. As a YouTube-first Nigerian news channel catering to local and diaspora audiences, it had carved out a niche with its timely and relevant reporting. However, two pressing challenges threatened its trajectory: a significant dip in YouTube performance due to platform suspensions and inconsistent viewership, and the daunting need to transition to a 24-hour cable broadcast model given Nigeria’s unique broadcast advertising landscape. Both challenges required innovative solutions, and NAMIP stepped in to provide the support TV360 needed to turn things around.

Click Here to Download NAMIP’s 3 Year Impact Report

The Digital Renaissance

To revive TV360’s struggling YouTube presence, NAMIP ran a diagnosis and brought in a seasoned expert in digital strategies to provide support. Under the Coach’s guidance, the YouTube channel’s approach to content optimization underwent a significant change. Playlists were restructured, video descriptions refined, and trending topics like the #EndBadGovernance protest became central to their strategy. This approach not only brought relevance back to the channel but also made it more engaging for its audience.

The results were almost immediate. “When [our Coach] came on board, he ensured success on YouTube and TikTok,” ICT Manager Herman Everett explained. Within two months, subscriber numbers surged past 190,000, with viral videos garnering over 500,000 views. YouTube revenue that was previously suspended, resumed, crossing $4,000 (₦5,860,000 at $1 = ₦1,465) in the same two-month timeframe. TV360 also made its debut on TikTok, quickly amassing 850 followers and generating over 15,000 views. Instagram saw consistent growth, complementing their digital resurgence.

A Leap into Cable Broadcasting

While the digital space flourished, the transition to cable presented its own set of hurdles. Launching a 24-hour broadcast channel required not just the financial investment that NAMIP provided but also significant technical expertise and operational planning. NAMIP enlisted the expertise of a media Coach to guide TV360 through this critical phase.

With the Coach’s mentorship, the team developed a robust broadcasting schedule that seamlessly balanced original content with strategically timed repeats. New programs like Analysis, Lagos Voices, and The Conversation were introduced, setting the tone for high-quality programming that resonated with viewers. Reflecting on this journey, CEO Deji Badmus shared, “NAMIP’s support made a big difference, especially with [our Coach’s] guidance in creating internationally standard schedules.”

The launch of the cable channel not only expanded TV360’s audience base but also enhanced its credibility, attracting new advertising partnerships and solidifying its reputation in the industry.

Strengthening the Backbone

Behind the scenes, NAMIP’s intervention also focused on fortifying TV360’s operational foundation. The organization expanded its team, hiring a news editor and a digital lead to manage the growing demands of its dual-channel approach. Despite economic challenges, including rising inflation, TV360 maintained its commitment to quality content and claims significant increases in revenue. This diversification of income streams across digital and cable platforms underscored the organization’s resilience and adaptability.

Lessons in Growth

TV360’s journey with NAMIP offers valuable insights into the dynamics of media innovation. Balancing resources between digital and traditional platforms proved crucial to sustaining momentum. Staffing expansions, while essential, highlighted the ongoing need for capacity building to manage increasing workloads. The ability to adapt swiftly to trends, such as political movements, emerged as a key driver of audience engagement.

Looking Ahead

Through NAMIP’s tailored support, TV360 turned its challenges into opportunities, setting an example of resilience and innovation in a rapidly evolving media landscape. The story of TV360 serves as a testament to the power of strategic intervention and the importance of multi-platform agility for modern media organizations.