The National Orientation Agency has unveiled plans to ensure that at least 70% of cartoons watched by Nigerian children are locally produced, as part of efforts to promote indigenous culture and national values.
The initiative is designed to counter the growing influence of foreign media on young Nigerians. Whhich officials say has shaped attitudes and identities in ways that do not reflect local realities. According to NOA Director-General Lanre Issa-Onilu, cartoons are powerful tools that influence children’s thinking, behavior, and worldview from an early age.
The policy aligns with a broader government strategy approved by the Federal Executive Council. To localise media content and strengthen national identity. It will involve collaboration with broadcasters, content creators, and regulators. To ensure Nigerian stories, languages, and traditions are reflected in children’s programming.
Officials say the goal is not just entertainment but also education—helping children understand their heritage, values, and place in society through relatable content.
Cultural Identity Drive Faces Industry Challenges
The push for local cartoons is also expected to boost Nigeria’s creative industry. Particularly the animation sector, by creating opportunities for local storytellers and producers.
However, experts warn that funding, infrastructure, and technical capacity remain key challenges. While the government has indicated that support may come from creative industry funding pools. Stakeholders say sustained investment will be critical to producing high-quality content that can compete with global standards.
Despite these hurdles, the initiative is widely seen as a strategic move to reshape cultural narratives and reduce reliance on imported content.
If successfully implemented, the policy could redefine children’s media in Nigeria. Ensuring that future generations grow up seeing their own cultures, values. And identities reflected on screen while strengthening national unity in an increasingly globalised world.
