Legacy media must collaborate to stay relevant – Obaya
By Abimbola Mohammed
At the just concluded 2024 National Advertising Conference, Nnamdi Obaya, general manager of AFIA TV, explained the need for legacy media to collaborate to remain relevant. He stressed that the media landscape has changed, and audience behaviours have shifted, making it essential for traditional media outlets to adapt.
“The fact that content or information on legacy media is still considered more authentic than other platforms should be an advantage and leverage for media houses to retake the space,” he said.
He encouraged media houses to rethink their strategies and collaborate to stay in business. Obaya pointed out that online content creators, skit makers, and comedians are attracting audiences and businesses that once belonged to legacy media.
“Brands are not CSR; they are perfectly ventured. If you can’t give them value, they will not put their money into you.
“Legacy media’s struggle to attract advertisers is a pressing concern. Why can’t we get adverts, and they influencers can get? The answer is simple: brands want value,” he added.
He emphasised the importance of thought leadership and creating content that resonates with target audiences.
Obaya criticized legacy media’s lack of collaboration, citing skit makers who work together to reach overlapping audiences. “We tend to separate and distinguish ourselves, but collaboration is key,” he said.
To stay relevant, legacy media must engage with online platforms and creators. He suggested that TV stations give proper airtime to skit makers and other digital content creators. We need to move into that space properly.
He added that AFIA TV’s focus on enterprise, cultural, and regional issues is an example of adapting to changing audience needs. However, he acknowledged the challenge of competing with social media and online platforms.
To address this, Obaya proposed that legacy media invest in digital platforms and partner with online creators. “We need to make ourselves relevant and compete with that,” he said.
Legacy media’s strength lies in its credibility and trustworthiness. Obaya emphasised the importance of vetting processes and procedures to ensure accuracy and reliability.
RECOMMENDED ARTICLES
Comment
No comments found.