Posers over broadcast media’s future amid economic uncertainty

President, Society for Nigerian Broadcasters and Vice Chancellor, Federal University, Kashere, Gombe State, Prof. Umaru Pate, has observed current trends are uncertain and changing, nationally and globally, hence the need to rethink operational models.

Pate stated this while delivering his keynote speech at the Broadcasting Organisations of Nigeria (BON) 80th General Assembly held in Bauchi State. The don observed the nation’s broadcast media is battling challenges of funding, technology, content, credibility, press freedom and professional safety in addition to fragmentation and changing consumption habits of the citizens with reduced attention span of people and rise of new owners

To him, there is failing connection between young Nigerians and the conventional media, though, most adult citizens still cherish, respect and expect credible broadcast journalism in the country.

Saying rise of new owners and players are changing media consumption habits, he added sustainability is the media’s capacity to operate effectively under sound political, legal, and economic conditions.

In a sustainable environment, he noted journalists operate without interference or fear of violence, and media organisations enjoy stable legal and business conditions that pay decent salaries, discourage media corruption, and promote sector-wide integrity.

In his recommendations, the don advocated critical examination of the policies affecting media operations; need for the establishment of the Nigeria Media Sustainability/Support fund; enhancing the quality of training of future media professionals through closer engagement; instituting continuous training and retraining programmes in content production, media economics, management and sustainability for all categories of media managers.

Other recommendations include setting strategic goals and objectives to address, revenue generation, cost structures, audience measurement; research on media consumption habits, attention span, trust; collaboration and building of common platforms to share resources; investment in technology; diversification and search for alternative funding models; understanding the power of the audience; building and sustaining trust through credible journalism.

In a communique issued after the assembly, the members urged National Broadcasting Commission (NBC) to expedite actions on the issue of Digital Switch Over and call an all inclusive stakeholders to review the policy; the members also adopted recommendations of the Secretariat concerning training and retraining of staff of member stations in technology applications and revenue diversification in view of dwindling advertising revenue.

They urged the Federal Government to come up with policies that are capable of ameliorating the threats facing the broadcast sector. The members also approved proposals for joint collaboration of member stations on joint productions and content creation. Such programmes include, documentary, drama, game show among others.