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Few broadcast aficionados would envy Rotimi Pedro, the newly appointed Director General of the Nigerian Television Authority , who now faces the Herculean task of reviving the sleeping giant of African broadcasting. However, his track record suggests that in a matter of months, many would wish to trade places with him because he carries the Midas touch needed to restore one of Nigeria’s greatest national treasures.
When the national team later faced a drought of quality friendly games, Pedro again stepped up by founding the Unity Cup in 2004. From its modest beginnings at Charlton Athletic’s Valley Stadium in London, the tournament has grown into a major football and entertainment event. So, who is Rotimi Richard Pedro? He is a seasoned media executive, consultant and entrepreneur with more than three decades of leadership across broadcasting, sports rights, and marketing communications in Africa, the UK, and the Middle East.A visionary strategist, Pedro has managed projects worth over US$350 million, transforming African media into a global player.
With degrees from the University of Buckingham and decades of industry influence, Pedro remains one of Africa’s most impactful media figures.Yet, despite his vast experience, turning around the NTA will not be easy. The organisation, easily one of Africa’s oldest television stations, boasting more than 100 local and international outlets, has underperformed for years.
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