Global Media Crisis Hits Home: Prof. Pate Warns of Uncertain Future for Broadcast Industry

By Emmanuel Kwada

The media industry, both in Nigeria and across the globe, is teetering on the edge of a precarious abyss, grappling with unprecedented challenges that demand immediate action. This stark warning came from Professor Ali Umar Pate, Vice Chancellor of Federal University, Kashere in Gombe State, during his keynote address at the 80th General Assembly of the Broadcasting Organisations of Nigeria (BON) held in Bauchi on Tuesday, February 25, 2025.

Themed “The Broadcast Media in the Era of Economic Downturn: The Way Forward,” the event spotlighted a rapidly shifting landscape threatening the survival of traditional media.

Professor Pate painted a grim picture of an industry besieged by technological upheaval, dwindling revenues, and shifting audience behaviors. “These are difficult, uncertain, and changing times for the media industry, nationally and globally,” he declared, noting that emerging technologies, new ownership dynamics, credibility crises, and a sharp decline in advertising earnings are redefining the media’s role. “The future is already here—it’s just unevenly distributed.”

The Broadcast Media in the Era of Economic Downturn: The Way Forward

Echoing global trends, Nigeria’s broadcast sector faces its own unique struggles: funding shortages, political interference, outdated technology, and a growing disconnect with younger audiences. “The Nigerian broadcasting landscape mirrors the country’s political economy and social realities,” Pate explained. “We’re battling low investments, unfavorable operating conditions, and a fragmented audience with shrinking attention spans.” Despite this, he acknowledged that many adult Nigerians still value credible journalism, even as trust in conventional media wanes among the youth.

Pate highlighted a silver lining amid the storm: the rapid digitization of media infrastructure and the enduring importance of trust. “Content remains the window for the media, but it requires cutting-edge technology to shine,” he said, stressing that investments in innovation are critical for survival. Collaboration, audience engagement, and leveraging the data economy—where every interaction fuels production—were also flagged as essential strategies.

We’re battling low investments, unfavorable operating conditions, and a fragmented audience with shrinking attention spans

The Vice Chancellor didn’t shy away from the financial elephant in the room. “Globally, traditional revenue streams like advertising are failing,” he observed. Non-traditional players are now vying for the same shrinking pool of funds, forcing media houses to diversify through “innovative and entrepreneurial” approaches. “It’s complex and risky, but data must be central to our planning,” he added.

Offering a roadmap for sustainability, Pate urged industry leaders to focus on the “5Rs”—reach, revenue, relevance, reputation, and resilience. “Even if you can’t turn a profit, don’t operate at a loss,” he advised, calling for reskilling staff, embracing digitization, and rebuilding audience trust through credible journalism. He defined sustainability as the ability to thrive under sound political, legal, and economic conditions, free from interference or fear—a standard he admitted remains elusive for many Nigerian outlets.

A critical review of media policies, the creation of a Nigeria Media Sustainability/Support Fund, and enhanced training for future professionals

His recommendations were bold and actionable: a critical review of media policies, the creation of a Nigeria Media Sustainability/Support Fund, and enhanced training for future professionals. Pate also pushed for continuous retraining in content production, media economics, and management, alongside strategic goals to tackle revenue, costs, and audience measurement. “Build resilient brands, invest in technology, diversify funding, and hire talent—but above all, understand the power of the audience,” he urged.

As CEOs navigate market uncertainties, geopolitical risks, and economic volatility, Pate’s message was clear: adaptation is no longer optional. “Leadership, purpose, and courage are what will carry us forward,” he concluded, leaving the assembly with a rallying cry to not just survive, but to redefine the broadcast media’s place in an unpredictable world.