India, Nigeria Set to Strengthen Cultural Ties Through Media and Entertainment Sector
The Director General of the National Council for Arts and Culture (NCAC), Obi Asika, has emphasized the importance of collaboration between the public and private sectors in promoting Nigeria’s creative industry globally.
Speaking at the Roadshow & Interactive Session on World Audio-Visual and Entertainment Summit (WAVES) today, March 6, 2025, at the High Commission of India in Abuja, Asika noted that Nigeria and India share similar ambitions, making collaboration essential.
“We need to collaborate, so that the public sector collaborates with the private sector. Because when the public sector does not actually have the money, the money is in the private sector,” Asika said. He added that the NCAC will work with leaders in the private sector to ensure Nigeria’s representation in India is “world-class, top-notch.”
Asika also highlighted the need to create awareness among Nigerian stakeholders about the opportunities available in India. “So what we’re going to do is give us all the information so we can give it to the sector, because right now they don’t know. They’re not aware. So they need to know. They need to know how they can participate.”
The NCAC plans to facilitate a unified Nigeria pavilion at the World Audio-Visual and Entertainment Summit (WAVES) in India. Asika revealed that the minister has proposed several initiatives for the sector, including the “Nigeria Everywhere” brand, which will be taken to the WAVES summit.
Asika expressed surprise that Nollywood content is not available in India, stating, “That’s incredible. So that means we have work to do to bring it available, to bring it onto platforms in India that can get the content that creates a huge marketplace for Nigerian talent, Nigerian producers.” He emphasized that the goal is not just to be on Netflix but to access the vast Indian market of 1.5 billion people.
In a presentation, Shri Prithul Kumar, Joint Secretary, Government of India, and MD, NFDC said: India and Nigeria are poised to strengthen their cultural ties through the media and entertainment sector.
According to him , “the whole of this media and entertainment sector is actually a representation of the entire culture which a country has.” Kumar emphasised that this sector encompasses various art forms, music, writings, and stories, all of which reflect a country’s culture.
Kumar highlighted the potential benefits of collaboration between India and Nigeria, citing the diversity of cultures in both countries. “I’m sure that multiple benefits will be there for both the cultures. I’m sure more music will be coming out of it, and more important, content between the film industries of India and Nigeria.”
The Indian government has shown significant interest in collaborating with Nigeria, with Prime Minister Narendra Modi visiting the country in November 2024. Kumar noted that the government aims to enhance this partnership, particularly in the media and entertainment sector.
Kumar also emphasized the importance of making Nigerian films more accessible to Indian audiences. “I was requesting the Nigerian film Commissioner to try to get the best of Nigerian films dubbed in a few of the important Indian languages and do some kind of screenings around waves or release it in theaters at least.”
The World Audio-Visual and Entertainment Summit (WAVES) is expected to provide a platform for Indian and Nigerian filmmakers to collaborate and showcase their work. Kumar expressed optimism about the potential for cross-cultural exchange and collaboration, stating, “So until, unless, Nigerian flavor is tasted by everybody, then I think WAVES is an excellent platform.”