Broadcast Media Africa (BMA), in collaboration with the Broadcasting Organisations of Nigeria (BON) and MultiChoice, recently hosted an international industry summit on “Broadcasting and Digital Convention – Nigeria”.
The President of the Association of Advertising Agencies of Nigeria (AAA), Steve Babaeko, was one of the industry practitioners who welcomed participation at the summit by partaking in the industry discussion on “Getting The Appropriate Operational Capabilities In The Digital Ecosystem – Challenges and Opportunities”.
During the conversation, Babaeko noted human resources capacity development as a big challenge facing many organisations, not only in Nigeria but the African continent. “Many broadcasting stations are sitting with a lot of analogue engineers, and this has affected their ability to generate compelling content.”
According to the President of AAA, many analogue engineers still maintain old methods of generating content that has become obsolete and different to maintain, whereas the digitally inclined youth are able to create more engaging content by simply using their smartphones.
Babaeko expressed that if we want digitalisation right, the industry will need to broaden the playing field and create room for younger, digitally inclined content creators. Within that process, analogue engineers will need to be educated on the benefits of digitalising their broadcasting, as some feel that digitising their stations will lose many jobs.
He further stressed that “when we discuss digitisation, the concept can not be discussed in insolation. There are other components that are required to ensure the survival of the ecosystem, and it requires different organisations to play their part to ensure the sustainability of the industry.”
To view the video clip of Steve Babaeko’s response to “how do we bridge the capacity gap between the young people who are digitally advanced and the analogue operators?”, Click or Tap Here to access the video!