The Media Blog: TNC is (possibly) finally ready to wear big boy pants

If you’re a part of what they call the mass market, then TNC ( isn’t something you will neither care about. Which is the plan. But if you’re part of a digitally connected, influence audience, globally savvy (we’re 100% certain this is in their deck) that’s also young, then you’ve heard of them. Especially if you use Twitter. The audience is deeply engaged, very loud, very dedicated, and mixed up with celebrity.

Only issue, while there is a cult following, it just hasn’t broken through enough to be a commercial hit. It hasn’t found an audience to break through, it appears (and this is not always a bad thing) the content has peaked and as far as any conventional revenue generating metrics, it hasn’t found a public business model (maybe, sponsorships, for its well-executed events). Oh, and it started paying writers – which is noble of course, but left industry insiders scratching their heads a bit – where will the money come from?

Anyway, good brands find a way. TNC is hanging in there – and finally, at year 6, is getting aggressive. The site celebrated its 6th year with a major dinner party last Friday, and it had big announcements. Actually, huge ones.

  1. a) It will be launching a movie this year, trailer delivered, superstar loaded
  2. b) It has launched in Kenya
  3. c) It has the sexiest logo you can find this side of the digital divide
  4. d) It wants to become Medium. Like an open publishing platform etc etc – you can upload yourself, people recommend etc.

Not quite sure about that one. Curious about Kenya. Loving the logo. Excited about the movie.

TNC deserves to succeed. Let’s just see if it figures stuff out.


PS: See anything worth talking about on the ins and outs of the media business in Nigeria on TV, radio, print and online (could be news, tweets, photos, opeds etc) send us a mail on [email protected] titled TMB. Let’s share the insight together!  

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