While some Nigerians are feeling ‘too cool’ to associate with NollyWood because of the flaws of the industry, some big players are moving in the opposite direction and are moving the Nigerian movie industry forward for the better. Jason Njoku, the CEO and founder of the Iroko Group is busy making the best of Nollywood, launching the industry from Nigeria to the world. Iroko group is the leading digital distributor of Nollywood content home and abroad. Today, Nollywood is the second largest film industry in the world after USA’s Hollywood and has a great audience round the globe, and is an undeniable force to reckon with.
Writing on his medium page last week, Jason revealed an interesting data saying that Iroko TV in Nigeria in terms of active subscribers, overtook the UK market and became Number 2, leaving the US market on top. This is not surprising as the company has been working hard to push the Netflix model Iroko App in order to make Nollywood content easy for all subscribers on their Android phones. This app was launched last year and clearly, things are turning for good, possibly owning to its launch.
Jason in his post, highlighted some factors as to why the Nigerian iRoko TV market isn’t flourishing. One factor is that the iRoko Platform is a digital sharing one and this makes it techie and that still terrifies iRoko’s major market who are Nigerians in the lower pyramid. Available data confirmed where iRoko’s major market lie though, it might take decades to defeat this factor and Jason and his team seem determined to turn this around.
The second factor he highlighted was the very obvious high cost of data in Nigeria.
Tackling the first factor, late last year, iRoko TV launched kiosks around town in Lagos. The Kiosks were set up simply to aid Customer Education, basically getting the layman to see, know and understand what the iRoko TV app can do for him. Beyond the evangelism, attendants at the Kiosks are trained to offer basic Product Customer Support to all customers and to assist them with Data Free Downloads (DRM protected)
Year by year, Jason’s iRoko TV seeks new ways to make Nollywood movie streaming easier for subscribers. iRoko has increasingly targeted and tackled their main market’s needs while developing unique solutions that are both realistic and well tailoured for their peculiar needs. With the reality of the cost of Data in Nigeria, Jason is announcing a new technology, which is the use of Wi-Fi direct to move files from agents to customers with or without data. Following this early testing stage which is currently ongoing, iRoko will make the feature open to allow person-to-person movie file sharing under the .iroko drm file storage framework. This will allow subscribers override the data hurdle easily.
Currently, locating an Iroko Kiosk has been made easy for subscribers. With Kiosk finder feature on the app. Any subscriber can use his phone’s mobile GPS and locate a kiosk closest to him and get all needed hands on assistance.