The gospel of content creation according to Debbie Odutayo

For many, Nigeria’s entertainment scene seems a mirage. Far too lush to be real: the burst of hip-hop artiste in false-like spring, the sun of moviemakers glowing brightly and the entire creative sector shimmering in blissful colour.

Deborah Omowunmi Odutayo, popularly called ‘Debbie’, is one of the people giving the creative industry. She believes in a chimeric, but carefully grown industry. May be because of her strong passion for the creative industry. You cannot dismiss the amiable when it comes to content development.

“The art of content creation is big all over the world, because life is about stories and more stories, hence, there will be need for more engaging content creation for audience at home, Africans in Diaspora and for different specific audience,” Debbie says, sucking in gulps of air, and her heart beating in sweet expectations, as she reads through the opening lines of the script in her front.

Debbie is upbeat about the Electronic Media Content Owners Association of Nigeria (EMCOAN), a body that is responsible for TV and radio content creation in Nigeria, of which she is the president.

“It’s a body we formed because we noticed that we needed an umbrella body to shield all content owners from the different perils that we encounter. We found out that EMCOAN members are responsible for over 85 per cent of media content in Nigeria, so, we decided to form a body that would protect our intellectual properties and stand as a unit so we are not short-changed for our works,” she chirps.

The mother of three boys, who’s the representative of EMCOAN at the Motion Picture Council of Nigeria (MOPICON), says, “the council is an effort to create enabling structures and environment for practitioners in the creative industry.”

Debbie explains, “ultimately, the bill is to regulate professionally the conduct and activities of the stakeholders in the Industry. It also looks out for welfare of stakeholders, how they do their work, how to work better professionally like how it’s done all over the world. That is what it does. It’s a regulatory body that works for everybody within the industry. It’s all about putting structure in place.”

She’s not disturbed that the stipulated time set by the government for digitisation is well past. “I believe this issue has been over-flogged; it is a necessity for Nigeria to move with the broadcast pace of the world as the globe is moving from analogue to digital in the broadcast industry, so, dates have been shifted and a lot of preparation is ongoing. The minister has launched the one in Jos and the next one would be either in Abuja or Lagos. So, we are almost there,” she says simply, her eyes seeking out details, as she talks on digitisation.

She glances at her wristwatch and looks through the window, everywhere and snaps, “I’ve always told my member something about content generally; when you have these boxes that we are all talking about as regards digitisation, what is going to be in those boxes? It’s our content. That is our involvement. Just keep producing the best standard and great engaging content. That’s what we are doing here at R2TV. We just returned from location and we are on a two weeks break after which we would return back to location.

What are we doing? We are shooting; creating more relevant content. We here are running a 24hrs TV channel and cannot keep repeating content if we want to keep our viewers glued to our channel. So, with digitisation fully in operation, it simply means more content and the best standard will become the ‘bride of the season’.”

While noting that EMCOAN has a good relationship with other professional bodies in the industry, Debbie says what has occupied her mind is the synergy that will lift content creation. “EMCOAN deals with content, and what is content? Content is your creative expression, thought or ideas in our own peculiar space that you produce for broadcast purpose for television, radio or web/online or stage. “We synergise when necessary and jointly strive to make our Industry better. So, those are the little differences but people tend to say they are the same but they really are not.”

What’s her advice for young producers and content providers out there?

She smiles. A long pause. She says in a distant tone that seems like her voice is falling. “I keep telling people that, as much as you would make money, content providers are not poor. It all boils down to how sincere, passionate and creative you are. You need to have love for what you do. It’s passion for what I do that wakes me up at 4am every morning, excited to go into the studio to do something unique,” Debbie says.

She gazes at the screen, and then at her guest. There’s a deep appreciation. Perhaps, maybe as a veiled confession, adds, “when Royal Roots first started, we wanted to do drama for the family and we produced drama series. We took them to different companies that we thought would advertise their products in our drama series, we were told to continue producing more episodes.

To us, we were sure of what we were doing, we shot with the best available equipment and knew that the programmes were of international standard, our story lines and all were so on point; but why did they say go and continue?

They wanted to see if we could be consistent with the standard we had presented to them; and if we could maintain the same standard to shoot till episode 26. This we did and it paid off, they were impressed and supported us after 13 episodes, do you believe that? I am not saying it’s the right thing or way to go, shooting with out being sure weather it will be accepted by media buyers or direct clients. What I am sure of is that great content with the best sound, picture quality and standards will always sell.”

According to the EMCOAN president, “what most of us do is cut corners. We use the best material to market and after that, quality drops. Your quality must not drop! It must be consistent and even strive to be better. When we were commissioned to produce Edge of Paradise for MNET, it was a very big pitch in the industry. MNET did a great job at that, calling for production companies to come for a pitch and the sincerely picked two very good productions, as we can all see, seven years after, Edge Of Paradise is still very relevant in picture and sound quality. Even better than some productions that came years after. Our managing director and I promised to make a statement.

We were not interested in making any profit, though; it would have been nice too. We got the best cast, paid them well, got the best crew in the industry, paid them very well. Provided the best feeding and accommodation for everyone. We bought the best equipment for the shoot; we were ready to make the statement! And we did it. We were only commissioned to produce 26 episodes, but when MNET saw the job we did with the first 26 episodes, they renewed the contract for another 26 episodes, that’s the story of Edge Of Paradise. We invested in our equipment and the people and they all delivered beyond expectation.

How did she get to this point?

She suppresses a smile, and suddenly nods her head to nudge her guest to take the mineral water on the table. “When Royal Roots Communications Limited first started, it was quite difficult, because it was after the birth of my second child. I had my second born right after my first, so, they are always seen as twins. I was always carrying them to the media agencies. I would leave them in the car with their nanny. I would go to location with them. I was doing everything by myself, because when the company started, we could not afford to hire anyone. It was MD (my husband) and myself. I was the producer and MD, the director.

We were both doing the job alone; I would do continuity, props, casting and location. MD will do scripts, direct and edit the series. All we would do is hire the technical team and equipment for the shoot. At the end of it all I would go to the agencies to market and source for adverts and airtime for our series. It was after the first three or four years that we had about three clients that we were now able to hire a front desk person and two more people, one for production and another for marketing. We were also able to hire a freelance editor. So, my kids were always with me, one of them is following the footsteps of his dad now. They discuss productions a lot. They relate very well together. I feel so proud when I hear both of them talking the talk.”

Listening to Debbie, who is married to Gregory Muyiwa Odutayo, managing director of R2TV, shed light on the travails and trials of content producers, as she gave insightful examples goes to show that she is not only a leader, but also, a passionate teacher, as she freely deposits knowledge into anyone willing to listen and take notes.

“I am an octopus mom. I talk to them everyday. I have 20, 19 and 16-year-old kid. When I have to go in to the studio, I call them and tell them that I wouldn’t be available for a certain amount of time, they understand our business, so, well now and what it takes, I thank God for the blessings He only could have made it possible.”