Emeka Mba, director-general, National Broadcasting Commission (NBC), says the transition from analogue to digital media will open up so many opportunities for Nigerian broadcasters.
Mba, who regrets that practitioners are not prepared in terms of skills and the right attitude, notes that it would open up the entire media space to several more broadcast stations and media programmes, thereby creating higher competition for practitioners.
He adds that the digitisation will help practitioners to reach out to more audience through different channels at the same time.
Speaking recently at the third Broadcast Media Stakeholders Forum organised by Yemi Sonde Entertainment in partnership with the NBC at the University of Ibadan, the NBC boss acknowledges that “subtle conflict” exists between the need for profit and professionalism, saying the NBC will continue to regulate the practice to ensure a balance.
He however points out that the digital media presents as many challenges as opportunities but that only practitioners that update knowledge and skills would be able to operate successfully.
“In 2015, there will be a switch-off of analogue; all analogue transmitting stations will be turned off. The market, business and processes will change.
“So, broadcasters should begin to think of how to fit in and at what point of the chain to play. You can’t operate in the digital world without knowing how things work. It is more transparent. Number of audience will be known. Data will be collected and analysed, etc. So, practitioners must do research and improve their knowledge to be able to be a good player. Consider Google, Yahoo, Amazon, etc,” Mba says.
Forum convener, Yemi Sonde, explains that the forum is part of the efforts aimed at raising awareness on the need for broadcasters to move fast in acquiring knowledge that can enable them function effectively in digital media, which will take place mid-2015 in Nigeria.
By: Remi Feyisipo