SNOW TV NEWS DESK
Nigeria’s media landscape has welcomed a new entrant as Creativity Broadcasting Innovation News (CBI News) officially begins live broadcasting on StarTimes Channel 285 and the Digital Switchover Free TV platform, with ambitions to make news more accessible and expand opportunities for African content creators.
The launch, announced at a media parley and facility tour in Lagos on Friday, marks the culmination of 11 years of infrastructure development and strategic planning by Baywood Group, the parent company of CBI News.
Speaking at the event, Baywood Group’s Executive Vice Chairman, Chris Ibe, said the organization deliberately chose platforms that would allow it to reach audiences beyond households that can afford satellite television subscriptions.
According to him, the Free TV platform will enable viewers to access the station using standard television antennas, removing the additional cost of purchasing satellite dishes.
Ibe said the organization was determined to avoid what he described as the elitist approach of some existing broadcasters, insisting that access to credible information should not be determined by income or social status.
The decision could give CBI News an opportunity to reach underserved audiences, particularly households in areas where access to paid television services remains limited.
Digital Expansion and Content Monetization
Beyond traditional broadcasting, CBI News is positioning itself as a digital-first media organization, with plans to attract younger audiences and tap into Africa’s growing creator economy.
Ibe disclosed that the company would launch a dedicated monetization application within the next month, designed to help Nigerian content creators earn revenue from their work.
He argued that African creators were not receiving sufficient opportunities from some major international digital platforms, making locally developed alternatives increasingly important.
The organization also plans to introduce CBI Prime, an over-the-top streaming service, before the end of 2026. The platform is expected to combine live television channels, on-demand content, and opportunities for user-generated content monetization.
These initiatives suggest that CBI News is looking beyond conventional advertising revenue and attempting to build a broader digital media business.
Sustainability and Credibility
Addressing concerns about the financial sustainability of the venture, Ibe revealed that Baywood Group had funded its development internally for 11 years, despite the absence of revenue during much of that period.
He maintained that monetization would remain central to the organization’s long-term survival.
Meanwhile, the managing director of CBI Digital Media Limited, Gbenga Adebija, disclosed that the station had already complied with the National Broadcasting Commission’s digital switchover requirements ahead of the December 2028 deadline.
He also revealed that CBI News had introduced guidelines governing artificial intelligence use to guard against deepfakes and misinformation.
For the new broadcaster, however, the real challenge begins after its launch. Building an audience, maintaining editorial independence, earning public trust, and establishing sustainable revenue streams will determine whether its ambitious plans translate into long-term success.
With its television and digital expansion plans, CBI News is entering a competitive industry where accessibility may attract viewers, but credibility and consistent journalism will ultimately determine its relevance.
“Sir Bartholomew White Ebe is a Lagos-based media personality, Music Artist, Producer, and a Relationship Coach and independent journalist. With over seven years of experience tracking political developments and cultural shifts in Nigeria, he specializes in local current affairs, grassroots politics, and community-driven reporting across Lagos State. As the founder and chief editor of Snow Multimedia Connect {SNOW TV}, he leads the editorial team to deliver verified, high-impact stories to digital audiences.”
Email: snowmediaconnect@gmail.com
