As the year begins in earnest, with its ubiquity of news, reflections and aspirations, I would like to embrace this opportunity to remind us that the future of our industry, and by extension our collective and individual growth, stands before us. As the saying goes, “history begins TODAY”, while “life is what happens whilst we’re making plans”.
The ecology of new media, its patented technology, combined with an increasing appetite for accuracy, underscored with data, in bite-sized consumption, is perhaps the biggest threat to us as media business owners. Therefore, unlike before, we are challenged by a public whose access to news is not only multi-channeled but also less tolerant, and they are of divided attention. As we know, we have a public more attuned to Headlines than details. However, the very same public is also less forgiving of errors and inaccuracy from traditional media, than they are of new media.
It is these thoughts and more that motivates me to write this letter to you, to call our attention to the real and present danger we face as a group and the longevity of our businesses.
With that in mind, I wish to share the following thoughts with you, as a conversation starter to help us face and overcome these existential challenges:
- Many of us may not be aware that the big names in broadcast media are not standalone companies. Most of them are a feed through from other businesses and sometimes unrelated industries. See: https://www.titlemax.com/discovery-center/ lifestyle/who-owns-your-news-the-top-100-digital-news-outlets-and-their-ownership, therefore, we must intensify the development and search for a robust business model for radio and television broadcasting in Nigeria.
- The digit switchover (DSO) process as we know it currently in Nigeria is technically obsolete and cloud broadcasting is taking a foothold in the industry. Media streaming over internet protocol (IP) is where broadcasting is converging. Most linear television channels are now streaming content just as the streaming services now broadcast linear television channels. Digital audio streaming and podcasting is disrupting radio. Very soon the BBC World Service will get rid of its broadcast on shortwave frequencies in favour of audio streaming. Therefore we must invest in a streaming service because broadcast distribution platforms are streaming just as broadcasters.For example, ‘My DStv’ app is streaming a service.
- Corporate governance and best practice in our commercial operations has never been more important at this moment. It is this discipline that will set us apart from the ‘random – citizen – anyhow- reportage’ of this social media age. Those who have their
Newsletter to Independent Broadcasters’ Association of Nigeria (IBAN) Page 1 of 2 house in order are likely to attract investors and critical partnerships; good governance sustains staff growth, productivity and loyalty. Therefore, institutionalising our businesses is a matter of urgency to aid our survival. - Employers, and employment contracts are quite unforgiving in so many respects. Quality is non-negotiable. Therefore, we must invite and embrace professional advice or services as and when required.
- Nigeria like at no other time before needs more players in public service broadcasting, to expand and pivot mass communication for the progress of our nationhood above commercial interests. An increased access to accurate, trusted and unbiased broadcasting will benefit the industry and lead to a more curated and intentional professionalism. The resulting returns will be to encourage our federal government to further liberalise the broadcasting industry organisations who adopt these ethics and ethos. Therefore, the NTA and other state broadcasting services should not be left alone to carry the burden of this responsibility.
- It is a given that we must continue to invest in frequent and consistent training/ retraining of our workforce. In addition, we need to be constantly mindful of self- sensorship.Therefore,weneedtosetupanadequate peerreviewmechanismtohelp uphold industry standards.
- Expensive as it is, an investment in data analytics of your business is key to defining, knowing, and validating its worth and the values of your audience. Technology has democratised many aspects of business processes, such that businesses can now tell or know their customers (audience in this case) without third parties. Therefore, do not leave it to advertisers, sponsors and partners to determine these for your business but make the best use what is available on the IT market.
- “As communication practitioners, social media is an extension of our family. Therefore, the onus is on us to also lead the sanitisation and authentication of this gateway,inordertoensurethatitcomplements,ratherthanhandicapsour effortsand actions”
On that note, I wish you all a successful and prosperous 2023 in what you do. I also hope and pray that the good we do will elevate our industry and advance our beloved country, Nigeria!