3 October 2018 0 Comments

Nigeria press and media contents commercialization

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Media content commercializations in Nigeria, how mediahouses are losing their values in nigeria, ng in Nigeria, should print media advertise themselves, why should media houses advertise their own product,Unlike other industries, media industry is not solely for commercial. Its public service goods dimension differentiate it. Any attempt to treat this with kid’s glove will undermine media company’s values and roles in the society. In order to survive, premium? media houses in Nigeria? especially the prints are now overly commercial – driven than the public goods service which differentiates it from others.

With this, many premium media brands in Nigeria had started? losing their value to the society. The unfortunate thing is the industry players continue to pretend all is well that ends well within a survival of the fittest economy. A major challenge this attitude has created is dwindling trust in many of these premium media brands once? rated so high? as authentic and truthful.

The trend started around 2010. It began? with corporate warlords hiring professional media personnel working as full time in many premium brand as ‘media soldiers’ . These soldiers served as mouthpieces of these corporate warlords and by extension their corporate entities.

The common trend was? columns , editorials, features stories would be published in a clever way suggesting they were raising the voice of the voiceless but the ultimate goal was to tilt the balance towards enhancing public acceptance and positive engagement of the sponsors.

Each word in these published contents is valued at a price lower than a US dollar or can be up to three dollars. Imagine if the piece has a thousand words? Rumours had it senior editors; correspondents are major recruits for this job. The system knows but many publishers, owners and other industry watchers turned blind eyes as it was a means for making up for unpaid salaries.

The above is not limited to prints. A sizeable radio, television guys? are involved. For certain guests to be invited to a talk-show,? they will have to wet the palms of the hosts? for the ‘supposed’ exposure.

In all these corrupt practices, media value usually goes down. In many instances, news consumers are fed with deception. But the system always present an outlook the media is out to give quality content which in many instances had been diluted with falsehood.

Today, Politicians and especially state governors, now have a field day. State governors are better at wasting public fund. Not all of them though. But Nigeria premium media brands in both electronics and prints and if we must include digital platforms are now equal partners In their willingness and availability.

Many of our premium media brands in Nigeria are available for sale. Not many will agree. Unfortunately, it will take keen news consumers to differentiate between which media content on the table had been offered for sale and the one from a pure and professional service.

What can be done?

Media houses should create? multiple income sources: Media houses must seek ways of generating income within and outside its box without compromising traditional values they are known for. Adverts may no longer be sustainable as the only income

Ensure media public goods orientation is not forgotten: media cannot forget what made it thick. Raising debate, challenging oppression where one is found is essential.

Pay staff what is due and when it is due:? many media professionals who work full time depend on their monthly salary. If what is befitting is not paid ?on time, many will result to cutting corner.

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