Fidelity Bank Plc has sponsored a television comedy (Sitcom) dubbed ‘Nduka’ produced by the Anambra State government through the Anambra State Broadcast Service (ABS). The television series based on the Igbo language, which airs every Wednesday with repeat on Sundays, is aimed at the preservation and promotion of Nigeria’s rich cultural heritage. Speaking at a press conference in Awka to herald the commencement of the programme , the Managing Director/Chief Executive Officer, Fidelity Bank, Nnamdi Okonkwo, underscored the underlying importance of cultural heritage as a potent tool for nation building and economic development. Okonkwo who was represented by the Divisional Head, Brand and Communications, Charles Aigbe, pledged to continually support initiatives that protect cultural values. According to Aigbe, the bank acceded to the sponsorship request from ABS, based on a number of reasons, including the fact that such programmes provide veritable channels for reaching the masses. “As a retail bank, we need indigenous programs like this to deepen the communication of banking services” he stated. He advanced other reasons such as the continued goodwill and support from Igbo people as well as the Anambra State government as other reasons for supporting the programme. “At Fidelity Bank, we support the creative industries as part of our support for Small and Medium Enterprises (SMEs). We believe this sponsorship will help to sustain the creative industry value chain and encourage more of such productions and viability in the sector”. In his remarks, the Managing Director/CEO of ABS, Uche Nworah extended the appreciation of the State Governor, His Excellency Governor Willie Obiano to Fidelity Bank Plc.