By Tina Amanda
As digital communication continues to evolve, public and private media organizations have been urged to prioritize communication development for effective service delivery.
Speaking at the Maurison Media Group 2025 Anniversary Lecture held in Port Harcourt, keynote speaker Professor Tonnie Iredia, emphasized the need for media outlets to adopt digital innovations to enhance media literacy and combat misinformation.
Delivering his speech on the theme “Imperative of Private Broadcast Media in Sustainable Development, Iredia stated that no media organization should still be operating on outdated analog systems in today’s digital age.
“Media organizations must embrace digital tools and artificial intelligence (AI) to stay relevant. They should also collaborate with reputable NGOs and development agencies to counter misinformation and promote media literacy.”
Iredia further stressed the importance of self-regulation in upholding ethical standards, urging private media to work in collaboration with public media to enhance investigative journalism, expose corruption, and support economic growth.
“Private media has the advantage in investigative journalism, but they cannot operate in isolation. Collaboration with public media will create a stronger force for accountability and sustainable development.”
He also pointed out the role of the media in governance, stating that it serves as the bridge between the government and the people.
“The media must hold the government accountable and keep citizens informed about government policies and projects. It must also communicate the people’s preferences to those in power.”
While acknowledging the strengths of private media, he pointed out challenges such as ownership control, inadequate staff training, poor recruitment, and job insecurity. He called on media owners to prioritize staff welfare, emphasizing that motivation is key to efficiency and sustainability.
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“Media is one of the least paid professions. If staff are not well-motivated, efficiency declines, affecting the organization’s survival.”
In his remarks, Professor Umar Pate, Vice Chancellor of Federal University Kashere, Gombe State, and President of the Society for Nigerian Broadcasters, explained the evolution of broadcasting since 1972.
He noted that while technology has made it easier to set up radio and television stations, sustaining them remains a major challenge.
“Broadcasting is currently facing serious challenges, including financial constraints, regulatory issues, content quality, audience engagement, and technological disruptions.”
He called for continuous capacity building, investment in modern technology, and the development of strong policy frameworks to ensure sustainability and the production of high-quality content.
The Chairperson of the Nigeria Association of Women Journalists, Rivers State Chapter, Susan Serekara-Nwikhana, advocated for improved welfare packages for female journalists, stating the unique challenges they face in balancing professional and personal responsibilities.
“Women in journalism face multiple challenges, including job-related pressures and personal issues such as marital responsibilities. Employers must prioritize their welfare to enhance productivity and well-being.”
She also urged the Nigerian Union of Journalists (NUJ) to implement security measures to protect female journalists, especially during election periods.
In his address, Chinyere Igwe, Chairman of Maurison Media Group, acknowledged the challenges the company has faced over the years, including infrastructure setbacks and political intimidation.
“Despite these challenges, we have remained resilient, pushing forward with innovative strategies. Our commitment to delivering high-quality content has ensured that our audience stays well-informed.”
He expressed optimism about the future, urging media organizations to transform challenges into opportunities while maintaining their commitment to truth and quality journalism.
