Ahead of the forthcoming international “Broadcasting And Digital Media Convention – Nigeria,” in Abuja – Nigeria, on Tuesday, March 22 and Wednesday, March 23, 2022, BMA had a chat with Mr Steve Babaeko, President of the Advertising Agency Association of Nigeria on his thoughts regarding Nigeria’s broadcasting and advertising landscape.
Babaeko noted that building trust within the landscape would be a good start. He further went on to say that once all industry players are aligned to the fact that they are all playing for the same team, there can be enough force to tackle mutual challenges confronting the African continent.
“Considering the obvious gap between Nigeria and a country like South Africa when it comes to depth of penetration and market value, it becomes imperative for us to carry out necessary transformations,” Babaeko added.
To find out more about Mr Steve Babaeko’s thoughts on Nigeria’s transformation, read the following excerpt:
BMA: What influenced your decision to agree to participate in the Industry Summit on “Broadcast And Digital Media Summit – Nigeria”?
Steve Babaeko: Firstly, DStv, one of the most prominent players in the digital/pay tv space, is our client, which underpins my interest. I am also a member of the Federal Government Task Force on Media Measurement in Nigeria. The Honourable Minister of Information, Alhaji Lai Mohammed, inducted us early this year.
BMA: How would you describe the current transformation that is taking place in the broadcasting industry, especially in relation to digital terrestrial broadcasting, reliable infrastructure and the accessibility of financing and funding? How can practitioners take advantage?
Steve Babaeko: Considering the obvious gap between Nigeria and a country like South Africa when it comes to depth of penetration and market value, it becomes imperative for us to carry out necessary transformations. The big question is, will there be excellence of execution? Without the requisite funding and easier access to financing, all the efforts may amount to nought.
BMA: What is the biggest industry challenge faced at the moment in relation to the digital switchover, funding, and having to operate in an accelerated multiscreen and multi-platform ecosystem?
Steve Babaeko: There are more than a few bumps on the road to transformation. One of the biggest challenges will be governance as regards the transformation process. The creation of robust awareness is also a huge challenge.
BMA: In your opinion, what do you think can be done to improve the dynamics of a fully-digital broadcasting ecosystem, taking into account the relationship between the public and private sector?
Steve Babaeko: Building trust within the ecosystem is an excellent place to start. Once we all are aligned to the fact that we are all playing for the same team, we can begin to join forces to tackle mutual challenges confronting the ecosystem.
BMA: Could you please tell us what you hope fellow participants will take away from this industry event?
Steve Babaeko: Awareness, awareness and more awareness.