Last week Tozali Television signed an agreement with Startimes network to air its programmes to subscribers in the 19 northern states in the country. Maimuna Yahaya Abubakar, Managing Director of Tozali TV in this interview speaks on this feat and why the north needs a television station like hers to tell its story.
What new content does Tozali hope to give its audience?
Tozali TV like the magazine is a lifestyle channel. The idea was conceived to promote women, especially women from the northern part of Nigeria. I recognized a gap and a need which could be filled and met with Tozali kind of content. The lifestyle, culture and even achievements of women of northern Nigeria had become shrouded in mystery. There was no television programme showcasing the potential of northern women and its culture. It was an unexplored market that needed to be brought to limelight and harvested. Tozali is also a tool for celebrating the beauty of northern culture and lifestyle, and thereby creating awareness of the rich cultural heritage and the place of pride of women in society.
However, Tozali TV like our magazine is not just a television for women only. The content is not limited to women issues. Lovers of celebrity gossips and fashion would enjoy Tozali as much as lovers of political discourse and sports. Very topical issues are addressed by seasoned presenters and veteran journalists. Tozali TV is geared to become one of the entertaining, educative, informative and very engaging, as it touches various aspects of life. With Tozali TV there will be no dull moment. Its uniqueness is in the originality of content, as positive African cultural values are promoted while blending in positive modern values where necessary.
You are focused on the 19 northern states; do you hope to go nationwide and maybe global in the nearest future?
Yes, we hope to go nationwide in the nearest future. We are just taking things step by step. For me growth should be in phases, for now we are trying to capture the northern market with our exciting contents.
Why is your TV important for northern Nigeria?
Well, as it is, there are no many platforms telling our stories or promoting our people, rich cultures, values, fashion, style, food and achievements of the northern woman. That’s why Tozali TV is here to tell these stories and showcase our rich culture and values.
What were the hitches before its reality?
Tozali Magazine which started 12 years ago birthed Tozali TV. Tozali Magazine was obviously very challenging like any other business. Capital to finance the production is one of our great constraints. But I have one thing, great confidence in myself. I don’t believe in failing. Somehow I found my way around my problems. You know publishing business is like throwing your money into a ditch in the beginning. No one knows you or your brand. You go to the market and come back without selling a copy. But I never hesitated to learn from my every mistake. I was told that the key to success in this business is consistency. So I pledged to be consistent against all odds. My biggest dream was to make Tozali a reality. To me, Tozali was like watering a little plant, anticipating that someday it would grow to be a big tree. I refused to be discouraged by my failures and obstacles. By strategizing and re-strategizing by the day, bringing new innovation and ideas to grow the business, I finally witnessed growth. And today, I have a television channel that I am so proud of.
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