Transition to digital media will open up opportunities says NBC boss

The Director General, National Broadcasting Commission(NBC), Emeka Mba has said that the transition from analogue to digital media would open up so many opportunities for Nigerian broadcasters.

Mba who regretted that practitioners are not prepared in terms of skills and the right attitude noted that it would open the entire media space to several more broadcast stations and media programmes thereby creating higher competition for practitioners.

He added that the digitisation will help practitioners to reach out to more audience through different channels at the same time.

Speaking at the third Broadcast Media Stakeholders Forum organised by the Yemi Sonde Entertainment in partnership with the National Broadcasting Commission (NBC) at the University of Ibadan, the NBC boss acknowledged that “subtle conflict” exists between the need for profit and professionalism. Mba said that the NBC would continue to regulate the practice to ensure a balance.

He pointed 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 analyzed etc. so practitioners must do research and improve their knowledge to be able to be a good player. Consider google, yahoo, amazon.” Mba said.

Forum convener, Yemi Sonde, explained that the forum was 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.

He also said that the need to balance professionalism with funding content would continue to be a concern and should be addressed by stakeholders to instill sanity in the Nigerian broadcasting sector as done in other parts of the world.

Isaac Adewole, the vice chancellor, University of Ibadan, who was represented by Babatunde Ayeleru, the dean, faculty of arts, said broadcast media remains the major source of information for the populace due to the low literacy level.