On Thursday, 5 September 2024, media professionals were urged to amplify positive stories about Africa and prioritise truthfulness in their reporting to ensure the long-term sustainability of the media industry. This call was made by Professor Admire Mare, Head of the Department of Communication and Media Studies at the University of Johannesburg, during the 2024 MTN Media Innovation Summit. The event was organised in collaboration with the School of Media and Communication, Pan-Atlantic University (PAU), Nigeria, and the University of Johannesburg’s School of Communication, South Africa.

With the theme “Sustainability of the Media Business in the Digital Age,” the summit formed a crucial part of the MTN Media Innovation Programme (MIP) study tour to South Africa. It was designed to equip the 20 fellows of the MTN-MIP 3 with the knowledge and skills needed to navigate the rapidly evolving media landscape and leverage technology for creating impactful content.

MTN-MIP 3 fellows with South Africa High Commissioner to Nigeria, HE Thami Museleko; Nigeria High Commissioner to South Africa, HE Alexander T Ajayi; CEO of South Africa-Nigeria Chamber of Commerce, Diana Games; and veteran journalist, Thato Molathe at the MTN Group Headquarters in South Africa

Funso Aina, Senior Manager for External Relations at MTN Nigeria, explained that the summit was put together to enhance the fellows’ understanding of South Africa and equip them to tell meaningful stories that foster stronger bilateral relations between Nigeria and South Africa. He noted that the programme was created to empower media professionals to produce content that promotes collaboration and unity on the continent. Dominic Khumalo, Senior Manager for Strategic Public Affairs at MTN, added that the exchange programme equips fellows with the ability to reshape the narrative of the African continent, foster inter-African collaboration, and report on Nigeria-South Africa relations from an informed perspective. By doing so, media professionals can contribute to a more balanced and positive image of Africa.

MTN-MIP 3 fellows with Steven Gruzd, Head of African Governance and Diplomacy Programme; South Africa Institute of International Affairs.

Lakinbofa Goodluck, Public Relations Manager at MTN Nigeria, emphasised the critical role of innovation in today’s media landscape. Encouraging journalists to amplify stories that unify and strengthen Africa, rather than those dividing it, he urged Nigerian media practitioners to view technology as a powerful driver of change that can enable them to thrive in a constantly evolving industry. “Make Africans fall in love with Africa,” Goodluck advised.

Isaac Ogugua-Ezechukwu, Director of Professional Education at PAU’s School of Media and Communication, noted that the Media Innovation Programme, which was launched in 2022 with the support of MTN Nigeria, has been instrumental in helping the school achieve its goal of strengthening the media industry. He expressed optimism that the fellows have gained valuable insights into how technology can shape the future of media.

L-R: Augustus Aigbe, MTN MIP-3 Social Secretary and OAP at Cool FM, Isaac Ogugua-Ezechukwu, Director of Professional Education at PAU’s School of Media and Communication; Juliet Tontoye, MTN MIP-3 Vice President and Head of Station at Royal Roots 92.9FM, Blessing Agbeetan, MTN MIP-3 Secretary and Assistant Programmes Manager at Women Radio 91.7, Lakinbofa Goodluck, Public Relations Manager at MTN Nigeria, and Nifemi Oguntoye, MTN MIP-3 President and Deputy Head of Presentation at TVC

Representing Professor Kammila Naidoo, Executive Dean of the Faculty of Humanities at the University of Johannesburg, Professor Corne Meintjes encouraged media organisations to embrace digital technologies to stay relevant in the changing media landscape. She stressed that adaptability is key to remaining competitive and sustainable in the digital age.

Reflecting on the summit, Moninkanola Ogidan, a fellow of the MTN-MIP 3 and Broadcast Journalist at Adaba FM, stressed that truth is the media’s most powerful weapon in combating the challenges of citizen journalism, bias, and fake news. She urged media organisations to remain true to their core values to ensure long-term sustainability. Prince Osuagwu, Tech Editor of Vanguard Newspapers and a fellow of MTN-MIP 3 underscored the importance of infusing innovation into the media ecosystem to sustain both its business model and its role as a social service.

MTN MIP-3 fellows with Funso Aina, MTN Nigeria Senior Manager for External Relations and Lakinbofa Goodluck, MTN Nigeria Public Relations Manager at the University of Johannesburg

The summit was attended by prominent industry leaders and experts such as South Africa’s Deputy Minister in the Presidency, HE Keneth Morolong; Vice Chancellor of the University of Johannesburg, Prof Letlhokwa Mpedi; Director of the Centre for Data and Digital Communications at UJ, Prof Mandla Radebe; Godfrey Mutizwa of CNBC Africa; Reggy Moalusi, Executive Director of the South African National Editor’s Forum; Dr Maud Blose, Senior Lecturer at UJ’s Department of Communications and Media; Nada Wotshela, Group Executive for SABC Radio; Mia Malan, Editor-in-Chief of Bhekisisa Centre for Health Journalism; Samsideen Akano of Pan-Atlantic University, and the MTN-MIP 3 fellows, including Blessing Agbeetan, Assistant Programmes Manager at Women Radio.

The summit underscored the critical role of innovation, technology, and truthful storytelling in shaping the future of the media in Africa while fostering unity across the continent.

Blessing Agbeetan
Women Radio 91.7
news@wfm917.com