Opinion
Challenges Before State-Owned Electronic Media
Let us do a critical appraisal of the conflict of operational identity which state-owned electronic media are caught up with.
Commercialisation of Radio and TV at the behest of private operatives, had pushed state-owned electronic media operatives into the conflicts of identity.
They are expected to generate revenue and remain competitive in addition to their statutory responsibility of public service broadcasting engagements.
Experience has shown that it is tough doing serious public service broadcasting and engaging in commercialisation at the same time.
Chairman and founder of AIT, Dr Dokpesi argued against public service stations of government, doing commercial operations of any magnitude in 2011 at an N.B.C. conference in Uyo, Akwa Ibom State.
He argued that since the stations are public-owned, they should run like every other social sector such as education and health.
The problem in this argument is that governments expects every M.D.A. to generate some revenues to run their over heads. This is legitimate.
There have been several deadlines on the switch over to the digital eco-system in broadcasting in Nigerian.
In 2017 for example, it was proclaimed that television stations will be enabled to operate multiple platforms because they have become only content providers while N.B.C. supervised companies will transmit the signals into homes.
This will pose a lot of challenges. Its implication is that all state-owned television stations must be enabled with the provision of digital equipment. All must migrate by replacing all analogue facilities with digitisation compliant equipment, which include studio equipment and editing facilities, as well as cameras.
They need stand by transmitters too, notwithstanding the fact that N.B.C. approved companies are expected to transmit.
The conflict of operational identity will affect seriously the funding of the stations.
Whether these stations are public service or commercial will pose funding and equipment challenges as well as sustenance. The Rivers State government has promised to pursue the digitisation process of the state-owned RSTV Channel 22 UHF. Port Harcourt as well as the two radio stations, Radio Rivers and Garden City Radio.
The challenge however, has been in the sustainability of this digital profile and maintaining public service identity in operations, because of funding issues.
If state-owned media houses are expected to generate their own over heads to sustain and maintain the capital intensive digital regime, it follows therefore that their largely public service oriented service delivery may be seriously compromised.
Quantitative and qualitative content is expected to flower the digital regime because of its multiple remain competitive.
The state governments should seek solutions for proper funding of their television stations to sustain their public service status.
State-owned television stations must seek ways and means of improving their revenue profile by working on their niche market, which is predicated on reporting government activities and human interest reportage and programmes that touch directly on the lives of the rural areas and ordinary people.
Programming on new farming methods, peace building and micro industrial models will add value to the lives of the majority of Nigerians in the rural communities.
They also need programmes that will promote eco tourism.
These compelling contents are development-broadcasting-oriented. Advertising Agencies should be encouraged by their regulators to patronise state owned stations and their niche market which is development broadcasting.
It is possible that advertising agencies and media operators can challenge the tastes of their viewers and clients by setting agenda on local tastes.
This they can do by encouraging the sponsorship of public service programmes to boost the revenue of public service programmes of state-owned broadcast stations.
Government can also set up commercial platforms in the multi-channel environment that will be created by digitisation. This will allow for dual services, that is, public service channels and commercial channels in one TV broadcast station.
Public service stations should be allowed and encouraged to play their roles of public enlightenment, undiluted propagation of government programmes and policies as well as driving the wheel of development of the people, informing, educating and entertaining them freely.
Government should ensure that these functions are not compromised by commercialisation.
It will be sad to put the people’s voice in the pockets of private capitalists.
State-owned media organisations are public service oriented and should be seen to be so.
By: Bon Woke
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