The Impact of New Media (Digital) and Globalisation on Nollywood

  • Nnamdi O. MadichieEmail author
  • Bamidele O. Ajakaiye
  • Vanessa Ratten
Part of the Palgrave Studies of Entrepreneurship in Africa book series (PSEA)


The focus of this chapter is to examine, and highlight, how two major forces—new technologies and globalisation—have impacted (and are still impacting) upon the Nigerian film industry (also known as Nollywood). In exploring the nature of these impacts, the focus will be mainly on the production and distribution (i.e., the general marketing activities) aspects of the value chain. Methodologically, in addition to relying on personal accounts based on the experience of one of the authors who has worked in the Nigerian film and TV industry for decades, anecdotal evidence of the impact of technology (notably digitalisation) and globalisation on the sector is derived from commentaries of five individuals with knowledge about developments in the sector. Excerpts from the interviews cut across the film value chain—from production, distribution, and marketing of the “cultural” product (i.e., movies), to the internationalisation of the same. Consequently, the chapter is split into three broad sections—covering digital production, digital distribution, and digital marketing of Nigerian movies to both domestic and international (including the Nigerian diaspora) audiences.


Digital Nollywood Film marketing Independent film value chain Nigerian movies 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Nnamdi O. Madichie
    • 1
    Email author
  • Bamidele O. Ajakaiye
    • 2
  • Vanessa Ratten
    • 3
  1. 1.Centre for Research & Enterprise, Bloomsbury Institute LondonLondonUK
  2. 2.DNA MediaWorks Nigeria LimitedLondonUK
  3. 3.Department of ManagementLa Trobe Business School, La Trobe UniversityMelbourneAustralia

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