Radio Industry Leaders Emphasize Commercial Orientation and Professionalism at Primus Media Conference 2.0

The Primus Media Conference 2.0, held on Friday, September 8, 2023, at the Mauve 21 event center in Ring-Road Challenge, Ibadan, brought together prominent CEOs from the broadcasting industry to discuss the theme, “Professionalism and Profitability: The Dilemma of a 21st Century Broadcaster.” The conference emphasized the importance of commercial orientation and professionalism among radio presenters and media practitioners.

The panelists at the conference, including Amb. Yemi Farounbi, Veteran Broadcaster; Mr. Tunji Abioye, CEO 32FM and Fuel Communication, Mrs. Bolatito Janet Joseph, Former FRCN Zonal Director; Mr. Yemi Sonde, CEO YES FM; Hon. Toye Arulogun, CEO Life Radio; and Mrs. Toun Okewale Sonaiya, CEO Women FM, represented by Ms. Esther collectively expressed the view that radio presenters must embrace a commercial mindset while maintaining professionalism in their work.

Mr. Yemi Sonde stressed the need for broadcasters to combine business acumen with their craft, ensuring they do not compromise on professionalism. He highlighted the importance of continuous learning for new broadcasters to fully understand the industry’s dynamics.

Mr. Tunji Abioye emphasized the significance of radio stations recognizing their revenue streams as a business. He stated, “Radio is commercial, and it makes sense to understand the coloration and complexion of your revenue.”

Hon. Arulogun also encouraged broadcasters to adopt marketing strategies to create wealth for both the station and the presenters. He believes that for radio broadcasters, it is not only about talking on air but also about marketing the station and making a profit for the station, which is a lasting skill that will help personnel in their careers even after leaving the job. According to him, there should be no reason for a broadcast station to lower its standards.

Mrs. Bolatito Janet Joseph, discussed various avenues for broadcast stations to generate profit, including collaborations, partnerships, and off-air ventures. She emphasized creativity as a key driver for profitability and encouraged broadcasters not to rely solely on radio content.

The second panel, featuring Ayo Ajewole Woli Agba, Content Producer; Ronke Giwa-Onafuwa, General Manager of Vintage FM; and Rotimi Ige, Entertainment Editor at Nigerian Tribune stressed the importance of broadcasters discovering their real identity and leveraging social media as a means to enhance their brand. They emphasized that radio is a tool for achieving broader fame and trust among the audience.

The Primus Media Conference 2.0 served as a platform for industry leaders to underscore the necessity of a commercial orientation in radio broadcasting while also upholding professionalism. The consensus among the panelists was that by embracing these principles and leveraging social media, broadcasters can thrive in the dynamic landscape of the 21st-century media industry.”

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