Broadcasting Organisations Of Nigeria’s New Boss Set To Change Broadcast Media Landscape For Good!
Mrs Sa’a Ibrahim, who is also the Director-General of the Kano-based ARtv, is the first woman to be elected as Chairman of the BON for a long time in the organisations history.
Broadcast Media Africa (BMA) spoke to Mrs Sa’a Ibrahim recently, discussing a variety of issues and subjects, and it was clear from this platform’s conversation with her that she has great ambitions for the future of the Broadcasting Organisations of Nigeria.
Below is the conversation BMA had with Mrs Ibrahim discussing her new role as the Chairperson of BON and her hopes and plans for the organisation.
BMA: You are the first female to lead the Broadcasting Organisations of Nigeria since 1988. What have your strongest influences (motivators) been to get you to where you are today?
Sa’a Ibrahim: My strongest influences come from some inspirational women including the late Hajiya Bilkisu Yusuf who was a powerful Editor in Chief with Triumph Publishing Company in the early 80s, Funmilayo Kuti who fought for the rights of women, Amina Muhammed and a host of other women who have held and still hold high offices in Nigeria and other parts of the World including United Nations. These women gave (and are still giving) exemplary leadership in their various organisations and have impacted positively on humanity, especially on women. I was definitely motivated by these women to contend for the office of the Zonal Chairman of Zone A comprising of Kano, Kaduna, Zamfara Jigawa, Katsina, Sokoto and Kebbi states from 1st January 2015 to 15th October 2016 and Vice Chairman from 1st January 2017 to 31st December 2018 and now Chairman for a single term of two years from 23rd October 2019 to October 2021.
BMA: Looking back at the long and eventful journey you have travelled in the broadcast space, what are you most proud of achieving in your career?
Sa’a Ibrahim: Today, I have become a mentor to young journalists, especially women. I am also proud to be the first female to ever head a media organisation in Kano state.
In the years I have spent as a Producer of women programmes, I have impacted positively on pregnant women who were then rejecting ANC services. Of course - my recent election as the BON chairman is definitely up there as one of my proudest moments to date.
BMA: What is your vision for the future of broadcasting in Nigeria?
Sa’a Ibrahim: With the constant change in the broadcast industry, the core values and responsibilities of the sector will remain the same— that is to educate, entertain and inform viewers.
However, broadcast of the future all over the world will be data and application-driven on the internet. Because of this, advertising will be individually targeted based on the footprint of the Broadcast Organisation on the internet.
This means that the future of Broadcasting in Nigeria will be for those who would be on various platforms such as Free to Air Terrestrial TV, DTH, DTT, OTT, Hand-held devices such as smartphones, table-top devices such as computers and multiple applications.
BMA: What key goals would you like to achieve during your term as the Chairperson of the Broadcasting Organisations of Nigeria?
Sa’a Ibrahim: I want all Broadcast Organisations of Nigeria to:
- Deploy technology that will be compatible with more Powerful Consumer Smartphones on which content will be delivered using social media.
- Create big storage for their content which can be monetised in the nearest future.
- Sign agreements with Media Independent Practitioners Association of Nigeria (MIPAN), Association of Advertising Agencies of Nigeria (AAAN) and Advertisers Association of Nigeria (ADVAN) on an Industry Audience Measurement and Monitoring Policy to ensure that disputes arising from invoicing and non-performance are eliminated.
- Also sign agreements with Media Independent Practitioners Association of Nigeria (MIPAN), Association of Advertising Agencies of Nigeria (AAAN) and Advertisers Association of Nigeria (ADVAN) on the Industry Credit Policy to completely eliminate Industry Debt which has been a significant issue in the industry.
- Ensure that piracy is completely eradicated and that every member obtains “rights” for compelling content they would make available for their consumers on their various platforms and devices.
- Ensure that the Executive and the Legislative work together to amend the Constitution to remove the power of local government when it comes to collecting Radio and TV licence fees and allow public broadcast organisations to get funding directly from the people rather than funding from the government as it is done by BBC, SABC in South Africa, to mention a few others.
BMA: Please describe to us the role that you foresee the Broadcasting Organisations of Nigeria playing in taking Nigeria’s broadcasting industry to the next level?
Sa’a Ibrahim: The Chairman of BON, also Chair of the Nigeria Election Debate Group (NEDG), has been in the forefront of organising the National Election Debate in Nigeria and will continue to, by playing a leading role in transmitting “live” the debate all over Nigeria and beyond.
It has also over the years brought to listeners and viewers in Nigeria and will continue to participate in areas such sports as the World Cup, Africa Cup of Nations, Olympic Games, and a host of others.
It will deliver competing and compelling content to the people of Nigeria in the areas of information, entertainment and education.
Above all, we will continue to play the dual role of informing the people about the activities of the government and be the voice of the people by giving feedback to the government on their concerns.
It will continue to make sure that the standards of broadcast best practices are maintained in Nigeria by ensuring that its members comply with the broadcast regulators such as NBC, APCON, NCC and also eliminate piracy completely.
In the future, the channels and frequencies of our members would be trusted, watched and listened to.