Opinion: Lessons from Africast 2014

DG NBC, Mr. Emeka Mba fielding questions from journalists at Africast 2014

By AZUH AMATUS: I was in Abuja recently for the tenth edition of the biannual Africast.

The well packaged event was unarguably the biggest gathering of the best and brightest minds in the nation’s broadcasting industry and beyond.

Sincerely, when I got the invitation, I thought it would be another talk shop where nothing would be achieved or implemented at the end of the day.

But to my consternation, this year’s Africast organized by the National Broadcasting Commission (NBC), under the leadership of cerebral and articulate Emeka Mba, turned out a huge success.

It was resoundingly attended by all the big names and top players in both public and private broadcasting organizations within and outside Nigeria.

Digital Broadcast Content: Production, Sourcing and Delivery, which was the theme of this year’s outing, was equally apt, germane and timely. As the conference, which held at the Ladi Kwali Hall of Sheraton Hotel, Abuja between November 21 and 23,

was strategically happening at the time our nation is happily preaching and marching into the era of Digital Switch Over (DSO).

Interestingly and amazingly, all the leading speakers at the historic gathering, which was declared open by the Secretary to the Government of the Federation (SGF) Senator Anyim Pius Anyim, who was ably represented by one of his Senior Special Assistants, Dr. Ferdinand Agu, all argued that content remains the only ingredient that would drive digitalization by the time Nigeria completely switches over in 2015.

Elated Mba, who was overwhelmingly commended for hosting and making this year’s Africast, the best in terms of organization, resource persons, logistics and general coordination since it began in 1994, captured it all in his opening remarks.

He told the capacity filled hall that this year’s theme was carefully and painstakingly chosen in recognition of the importance of content in the drive for a successful digital environment.

“Suffice it to say that the key driver for digital broadcasting remains content and in Nigeria, our cardinal aim is to transform the TV set into a comprehensive information terminal for the household and make broadcasting socially relevant,” he posited.

For me, one of the biggest lessons learnt at this year’s Africast, is that Nigeria and Nigerians would always achieve success and greatness when united in the pursuit of a common goal.

Of course, there were doubts, about the digitalization process being achieved in 2015.

But those fears were allayed by leading speakers and experts in the broadcasting industry, who unanimously and collectively concurred that digitalization is possible, realistic and achievable in Nigeria if matched with content.

In fact, a certain speaker made it clear that content is not only the king in modern day broadcasting, but has now gone ahead to prominently and powerfully assume the role of a kingmaker by dispassionately deciding who gets what in the rendezvous of broadcasting arena.

Again, another incontestable fact and lesson for stakeholders in other sectors of our nation, who are still struggling to move to the next level in their chosen fields, is that Africast 2014, unequivocally provided a solid platform for practitioners in Africa’s broadcasting firmament to converge, congregate and exchange ideas about how content is created around the world.

To further inspire guests and participants, virtually all the past DGs of NBC and their colleagues from affiliated parastatals were present in Abuja discussing the way forward for the nation’s saturated broadcasting industry.

You could feel the excitement on the face of Dr. Tom Adaba, sincerely; it was palpable when he was called on the podium to lecture stakeholders and participants on the importance and advantages of digitalization.  I must confess that it was spellbinding and heartwarming listening to the veteran broadcaster educating us on digitalization and content.

Again, the important role the media, particularly the electronic (broadcast) media played in kicking Ebola out of Nigeria was hugely commended and highlighted at the conference.

In fact, Mba and virtually all the speakers hailed the media for helping Nigeria defeat the dreaded disease currently ravaging Africa and the rest of the world.

This for me remains the biggest lesson at Africast 2014. The media awareness, campaign and sensitization helped immensely in the fight against Ebola in Nigeria, immediately the index case was documented and reported.

The conference that featured stimulating plenary sessions, film premieres, gala and recognition awards night among several other interesting and engaging packages also focused on the key role that quality content would play in the digitalization of broadcasting in Nigeria.

Above all, this year’s gathering of the very best of broadcasters is very unique because it heralds the final drive towards the long awaited digital terrestrial television switchover in Nigeria and the world.

The conference further provided a solid platform for stakeholders in Africa’s broadcasting scene to converge and exchange ideas on content creation and explore the possibilities offered by the new and emerging technologies.

Again, the fact that Africast 2014 attracted broadcast experts from around the world, who came to share their vast experience, especially in the area of digitalization with us as we plan to migrate mid next year, was a huge plus for the stakeholders and NBC as a regulator.

For the records, Africast 2014 attracted 930 participants and 58 exhibitors cutting across the United Kingdom, Canada, Italy, China, Singapore, South Africa, Ghana and Nigeria.

The conference also featured two Master Classes on Investigative Journalism and Digital Production.

In recognition of the importance of content in the drive for a successful digital environment, the conference had 14 presentations taken in six plenary sessions, which was unprecedented since the conference began over a decade ago.

Another good news that came out f the conference was the announcement by the NBC that it was working towards establishing a two hundred billion Naira broadcasting fund for Nigeria.

The fund when ready would be used to encourage content generation and acquisition in the country, provide grant and revolving loans to stakeholders for capacity building.

Meanwhile, parts of the resolutions in the communiqué issued at the end of the conference made it clear that the role of NBC as the regulator of broadcasting in Nigeria is to effectively manage the change that comes with digitization.

It also urged NBC to ensure that existing players are not unfairly treated and that fresh investments and new innovations must come into the broadcasting landscape.

Lastly, kudos should go to Mba and all the NBC officials that painstakingly organized and made AFRICAST 2014, a global success.

Azuh Amatus is a journalist, blogger, newspaper editor and member, Nigerian Guild of Editors (NGE), he wrote via azuhamtus@yahoo.com