The highly anticipated 2024 National Advertising Conference opened with a powerful message: to survive and thrive in an era of constant transformation, media professionals must embrace disruption, innovation, and adaptability. Held at the Abuja Continental Hotel, the conference drew industry leaders and practitioners together to explore this year’s theme, “Navigating the Shifts: Technology, Culture, and New Business Models.”
In an illuminating fireside chat, Dr. John Momoh, Chairman of Channels Group, and Abubakar Jijiwa, former Director of the Broadcasting Organisation of Nigeria (BON) and former Director General of Voice of Nigeria, spoke at length about the imperative for media practitioners to evolve continuously and boldly in response to shifting technologies and audience expectations. The veteran broadcasters, each bringing decades of experience, stressed the importance of cultivating versatility, adopting new technologies, and staying innovative to meet the demands of a dynamic media landscape.
Reflecting on his journey, Dr. Momoh shared how Channels Group, starting with only a modest transmitter, disrupted Nigerian broadcasting by pioneering a unique approach to news reporting that emphasized balanced, fact-driven journalism. “When we started, we took a bold stance on covering news differently, focusing on balanced perspectives and factual reporting. We aimed to bring a freshness to the industry that was lacking at the time,” he said. Despite skepticism from peers, Momoh’s approach made Channels Group a groundbreaking player in the field, eventually gaining the audience’s trust by reporting on issues with transparency and depth.
Momoh highlighted the importance of innovation as a core driver for longevity in the industry, explaining how Channels Group invested early in technology to stay competitive. “As early as the 2000s, we began adapting to web platforms, making our content accessible online 24/7—a move that positioned us well before the digital disruption hit. Anticipating shifts, such as the rise of video-on-demand and the youth’s growing preference for short-form content, has given us a first-mover advantage,” he explained. According to Momoh, media companies need to be “platform agnostic,” ensuring their content reaches audiences where they already are. He emphasized the challenges of keeping audiences engaged amid fierce competition from digital platforms and virtual reality, adding that broadcasters must aim to capture attention on multiple fronts to maintain sustainable viewership.
Jijiwa, who has overseen the transformation of media institutions in Nigeria, echoed the call for constant innovation. He pointed out that the broadcasting industry has been fundamentally reshaped by technology, requiring media professionals to rethink traditional approaches. “Today’s broadcast technology is unrecognizable from the tools we had in my time. Innovation and creativity go hand in hand with technological advancement, and we have no choice but to keep pace,” Jijiwa stated. He urged media and advertising practitioners to adopt a “thinking cap” approach—constantly exploring new ideas and finding inventive ways to maintain relevance.
The two veterans underscored the need to foster closer collaboration across all sectoral groups, particularly in adapting to technological shifts that impact both content creation and distribution. Momoh advocated for the industry’s adoption of data analytics and artificial intelligence, not just as tools for engagement but as drivers of more personalized and effective content.
Jijiwas while highlighting the importance of robust audience measurement, described it as a “game changer” for sustainable media practices. “Data-driven insights allow us to allocate resources accurately, set competitive pricing, and move away from outdated assumptions. Proper audience metrics give an objective basis for evaluating performance in a way that’s fair and measurable,” he said.
Both speakers touched on the urgent need to “localize” content to better serve Nigerian audiences while supporting fair competition through policy measures. Momoh suggested that streaming services operating within Nigeria should contribute to local taxes, leveling the playing field for traditional broadcasters. This, he argued, would ensure that revenues generated within Nigeria support the nation’s media industry, which faces immense pressure from global streaming giants.
They concluded by reinforcing the importance of leveraging data and artificial intelligence to create customized viewer experiences and strategically position advertising. Momoh forecasted targeted advertising as the “next big thing” in the industry, advising broadcasters to use data to enhance audience engagement and deliver value to advertisers.
The conference set a high-energy tone, with industry leaders and participants agreeing that the future of Nigerian media depends on a commitment to data-driven, technology-enabled approaches and a forward-thinking, adaptive mindset. As audience preferences evolve and technology continues to advance, the call for disruptive thinking and agile responses has never been clearer.
