Engage Us, Develop More Friendly Broadcasting Code, IBAN Tells NBC
The National Broadcasting Commission (NBC) should be urged to work with its members to create a more welcoming operating code of operation, according to the Independent Broadcasting Association of Nigeria (IBAN).
The advice was given by the Chairman Board of Trustees, IBAN, John Momoh in his address at the association’s first Annual General Meeting in Lagos on Wednesday.
Momoh believes that the NBC code must be compliant with international regulatory requirements and take into account the unique requirements of Nigerian broadcasters.
“A code that is transparent, supportive, and forward-thinking will empower us to innovate, grow, and contribute to Nigeria’s media landscape”, Momoh said.
He claims that the current NBC code places a number of limitations on IBAN’s ability to compete and operate flexibly.
We urge the National Broadcasting Commission to work with us to create a more welcoming broadcasting code that adheres to international regulatory requirements and recognizes the unique requirements of Nigerian broadcasters. A code that is transparent, supportive, and forward-thinking will empower us to innovate, grow, and contribute to Nigeria’s media landscape”, he said.
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Earlier, Momoh said the IBAN faces digital disruption.
“Audiences’ perceptions of content have forever changed as a result of the development of digital platforms. Traditional broadcasting strategies must adapt to the changing landscape of today’s viewers’ choices. However, embracing digital transformation requires resources, and for many independent broadcasters, the financial and technical demands of this shift are formidable. We must collaborate to develop practical, browsable digital strategies that will help us expand our audience while preserving our distinctiveness as independent media outlets.
The IBAN BoT Chairman also mentioned that one of its biggest challenges is dwindling advertising revenues in addition to digital disruption.
The share of advertising spend going to traditional broadcast media has decreased as a result of the global economy and consumer behavior changes. For many of us, advertising is our lifeline. Our sources of income have declined as a result of companies shifting their resources to digital and social media. We must support advertising strategies that acknowledge the value of our platforms and content in reaching Nigerian audiences because of this decline.
Another pressing concern, Momoh noted is the regulatory environment.
“Our industry has long struggled with policies that, at times, feel more restrictive than supportive. The regulatory issues we encounter can stifle creativity, hinder growth, and put pressure on broadcasters to follow strict rules that frequently seem out of line with our daily lives. It is vital that we engage in open dialogue with regulators, emphasizing the need for policies that promote growth, support local content, and offer broadcasters the flexibility to innovate and thrive”, he said.
He added that the ongoing inconsistencies in the nation’s Digital Switch Over (DSO) process, have created uncertainty and confusion across the industry.
He claims that despite the DSO’s numerous benefits, many broadcasters remain unsure about their implementation due to the lack of precise dates and procedures.
Source: Channels TV
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