Nigeria: MTN’s Approach to Ensuring Media Business Sustainability in the Digital Age

The MTN Media Innovation Summit, held in collaboration with Pan-Atlantic University (PAU) in Nigeria and the University of Johannesburg (UJ) in South Africa, aimed to foster sustainability and innovation in the media sector. The summit, themed "Sustainability of Media Business in the Digital Age," was a pivotal component of the MTN Media Innovation Programme (MIP), which includes a comprehensive study tour designed to enhance the skills of media professionals.

The MIP, which began three years ago, is a six-week fellowship program based at the School of Media and Communication (SMC) at PAU. This program targets media practitioners in Nigeria, helping them adapt to the evolving media landscape and leverage technology to create impactful content. The recent study tour to South Africa for the third cohort of MIP fellows was intended to highlight the bilateral relationship between Nigeria and South Africa and provide practical insights into sustaining the media industry in the digital era.

Prominent figures such as Prof. Isaac-Ogugua Ezechukwu, Funso Aina, Dr. Lakinbofa Goodluck, and Samsideen Akano led the Nigerian delegation in South Africa. The summit featured discussions on the challenges and solutions related to media sustainability, drawing participation from civil society, government representatives, media professionals, and academics from both countries.

Dr. Sifiso Minisi, Head of the School of Communication at UJ, led the summit, emphasizing the importance of empowering media professionals to drive innovation and maintain the media business's sustainability. The summit aimed to address strategic issues such as data protection, digital governance, and the effective use of technology in media practices.

MTN's Senior Manager of External Relations, Funso Aina, highlighted the company's commitment to media capacity building through the MIP. He emphasized that the program supports media professionals in enhancing their skills and understanding of the media landscape, thereby strengthening their ability to report on societal issues and contribute to the broader media environment. Aina noted that the program's success is evidenced by the high number of applications and the selective nature of the fellowship.

In his keynote address, Honourable Deputy Minister in the Presidency, HE Keneth Morolong, urged the media to embrace digital technologies while maintaining the quality and commercial viability of their output. Morolong stressed the need for a balance between profitability and delivering high-quality information, which is crucial for societal well-being. He also highlighted South Africa's digital policy initiatives, such as the Fourth Industrial Revolution (4IR), aimed at fostering innovation and building human capacity in digital technologies.

Prof. Letlhokwa Mpedi, Vice Chancellor of the University of Johannesburg, underscored the summit's role in advancing media innovation and addressing the digital transformation of media. He emphasized that media professionals must adapt to new technologies and media forms, such as online publications and social media, to effectively disseminate information and engage with the public.

Prof. Isaac Ogugua-Ezechukwu, Director of Professional Education at PAU's SMC, praised the MIP for its role in strengthening the media industry. He noted that the program has successfully introduced new thinking in media practices and empowered participants to contribute positively to society. Chioma Chinyere Chukwuemeka, an MIP fellow, highlighted the importance of unbiased journalism and teaching young journalists the business aspects of media. Additionally, Prof. Kammila Naidoo from the University of KwaZulu-Natal emphasized the need for media organizations to adapt to digital changes to remain relevant and effective.

In summary, the MTN Media Innovation Summit and the MIP program represent a concerted effort to address the challenges facing the media industry in the digital age, enhance the skills of media professionals, and drive innovation and sustainability within the sector.