Veteran Media Practitioners have charged Students of Mass Communication alongside participants of The Primus Media Conference to uphold the tenets of journalism and improve the profession.
From LR: Mr. Adeleye Fabusoro, CEO, Rare Edge Media; Mrs. Adebola Oluwole-Dada, Presenter/TV Host, Nigerian Television Authority; Mr. Yinka Agboola, Publisher, Parrot Cry Magazine; Mrs. Yejide Gbenga Ogundare, Nigerian Tribune Journalist.
By Joshua Adétúnjà and Lanre Akintunde
Veteran Nigerian Media practitioners on Saturday charged participants of the maiden edition of the Primus Media Conference to uphold the tenets of journalism and improve the profession.
While serving as panelists, Mrs. Bolatito Joseph, the Zonal Director, Federal Radio Corporation Nigeria; Mr. Pekun Oloyede, a seasoned Media Consultant; Mr. Adeleye Fabusoro, the CEO of Rare Edge Media; Mr. Yinka Agboola, publisher, Parrot Cry magazine; amongst other gods in the media world charged the attendees, on the power of journalism and it's quality in a social media world.
In their different remarks, they all condemned the activities of quacks bastardizing the profession and enjoined everyone to tread the path of restructuring the dented image of the profession.
It is popular opinion that the media being the fourth estate of the realm has a lot of power at its disposal. However, the media can be rendered powerless if it fails to understand how to manage its powers properly.
How the media can manage its powers
Mr. Pekun Oleyede, a foremost Media Consultant, said that the media can lose its powers if it practices partisan politics. He noted during the Radio panel session that most broadcasters nowadays are now card-carrying members of different political parties. Adding that their partisanship tends to negatively impact the station's outlook.
Thus, he advised that the media should instead maintain its role as the intermediary, and ultimately remain neutral.
In corroboration, Mrs. Bolatito Joseph, the Zonal Director of the Federal Radio Corporation of Nigeria added that a media personnel is already powerless without a platform. The Zonal Director with almost 35 years of experience in broadcasting added that for broadcasters, the lack of preparation for the program, and insufficient knowledge, can render them powerless. It is easy to be powerless, hence the reason for a practitioner to be hardworking if he or she wants to be powerful, she adds.
Managing fame, harassment, and pressures
Mr. Adeleye Fabusoro, the CEO of Rare Edge Media during the TV Panel session urged upcoming media personalities to be of good character. He noted that the reason most media personalities misbehave is that they do not care about their legacies.
According to him:
There's a difference between popularity and notoriety. Therefore media personalities should maintain a good lifestyle so as not to be in the news for the wrong reason.
Talking about harassment and pressures on females in the media industry, Mrs. Adebola Oluwole-Dada opined that broadcast life is temporary. The Nigerian Television Authority (NTA) presenter urged female broadcasters to not allow themselves to be pressured unnecessarily.
She also noted that to manage fame, media practitioners have to make some sacrifices to sustain their face or voice in the industry.
The effectiveness of gatekeepers
Mr. Yinka Agboola, the publisher of Parrot Xtra Magazine and pmparrot.com, answered Yes when asked if gatekeepers still exist in the Nigerian Media. He, however, noted that though they still exist, their effectiveness is being affected by the rots in society.
There are gatekeepers, but they are non-functional, thus putting Information in trouble. The uncertainty of credibility in the media as a result of the gatekeepers' ineffectiveness is also another problem.
The event had in attendance, students, media personnel, and executives, alongside veteran journalists and broadcasters from across South West Nigeria.
Among the big wigs present on the Radio Executives panel was Mr. Greg Odutayo of Royal Roots FM, Mr. Adeolu Gboyega of Crest FM, alongside Mr. Tunji Abioye of 32 FM.
The conference, tagged "Power in your hands" was organized in celebration of the 2nd anniversary of Primus Media Awards, the foremost broadcast award in the South West, and was graced by journalists with high portfolios across the region. It also coincides with Primus Media City's 4th anniversary, celebrated earlier in the week.
The second edition of the Primus Media Awards, which took place at Mauve 21, Challenge, Ibadan, featured a media conference, award night, and a media fellowship.
It was no fewer than twenty (20) students of Mass Communication department were led to the Maiden edition of the Primus Media Conference, by the Comrade Azeez Kehinde-led administration.