Nigerian broadcasters converge to chart path for media industry reform

The Broadcasting Organisation of Nigeria (BON) in collaboration with Advertising Practitioners Council of Nigeria (APCON) on Tuesday engaged broadcasters in a parley held in Abeokuta, Ogun State Capital, to chart a common path on the industry reform in the country.

Penpushing reports that, participants were drawn from the South-West, which include: Chief Executive Officers, General Managers and Heads of Marketing of various broadcasting stations, while the agenda was focused on debt recovery and knowing nitty-gritty of the newly introduced Advertising Industry Standard of Practice (AISOP).

The Chairman of Broadcasting Organisation of Nigeria (BON), John Ugbe in his welcome speech at the interactive session, explained that the gathering was part of the template designed by the organization leadership to engage various stakeholders on matters that have direct bearing on broadcasting.

Penpushing further reports that, the chairman whose address was read by the Executive Secretary of Broadcasting Organisation of Nigeria(BON), Dr Yemisi Bamgbose pointed out that one of the major stakeholders in the industry is the advertiser and the regulatory agency of the advertising sector

The organization boss, explained that in view of this the leadership therefore considered it expedient to engage Advertising Practitioners Council of Nigeria (APCON), on regular basis, noting that one of the issues that have been having negative impact on broadcast industry was the age long problem of debt recovery from advertisers, even after diligent implementation of contractual agreement

‘Many stations most especially the private stations are finding it difficult to survive because of huge debt and payment delay by advertising agencies. The essence of today’s meeting is to brain storm with the regulatory agency of advertising sector, APCON, on modalities that will be beneficial to both media organisations and advertisers in their relationships’, he said

Penpushing also reports that, Ugbe disclosed that the parley was the first in the series, adding that very soon the train of the parley with Advertising Practitioners Council of Nigeria (APCON) will move to other geopolitical zones of the country

‘Today’s interactive session is expected to dwell into the nitty-gritty of the new policy framework. I need to make it abundantly clear that BON is in total support of the new policy developed by APCON as it is capable of finding lasting solutions to the perennial issue of debt accumulation by advertisers and advertising agencies’, he added

Penpushing reports that, he noted that there is the need for public awareness that there are ominous signs that danger of high magnitude is looming in Nigeria, as the conventional media, that has been the stabilizing factor in maintaining political stability, security and peace of the country is under serious threat due to the harsh economic environment.

The Ogun State Commissioner for Information and Strategy, Alhaji Waheed Odusile in his remarks noted the challenges of the media, adding that it is a common knowledge that the survival of any media organization is largely dependent on funding

Penpushing further reports that, Odusile represented by Permanent Secretary of the Ministry, Alhaji Waheed Adesina pointed out that the tough times the media houses are facing are orchestrated by harsh economic environment due to global recession

‘As a practitioners, I know that media houses especially broadcast stations are going through tough times orchestrated by hardship economic environment due to global economic recession, epileptic public power supply and exorbitant cost of diesel as well as high cost of broadcast equipment and spare parts which totally depend on importation’, Odusile stated

‘The situation is even more worrisome when the little resources that are supposed to accrue from advertizers through adverts placement by advertising agencies are delayed longer than necessary and in many instances, payment are never made to media houses despite due execution of the contract’, he added

Penpushing also reports that, the Registrar of the Advertising Practitioners Council of Nigeria (APCON), Dr Olalekan Fadolapo in his brief remarks disclosed that the council resolved to have regular interactive session with the media for betterment of the profession and society at large

Meanwhile, the registrar pointed out that advertising played major role in survival of the media, and emphasized the importance of the council in doing business together with the media, with equitable transactions

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