SMC brief
SMC PAN-AFRICAN UNIVERSITY
April 2013 2013
An in house publication of the School of Media and Communication, Pan-African University
R
ecently, while waiting to be attended to in an office, I got into a conversation with a rather precocious five year old. In an effort to make good use of time, I was attempting to carry out some work while waiting, and she asked me: “What are you doing?” “I am marking scripts.” “What does that mean?” I was a little stumped at how to explain the concept of grading to my little friend in language that she would understand. I was saved by her seven-year-old brother, who supplied the adequate words. Then, it was their turn to teach, and I received a little lesson about pictogrammes. Fo l l o w i n g a l u l l i n t h e conversation, I returned to my work, but when I looked up for a moment, my friend asked me, “Have you finished?” I replied in the negative. Then, “Are you thinking?” Most assuredly, I was. I was thinking about the importance of a good educational foundation for children. My young interlocutors showed an acuity and confidence that indicated that a lot of care was being given to their education. But of course, a formal education is not everything; parental nurturing is required to bring out the best in a child. Although this issue is not about child upbringing, we do have a section in which the emphasis, in a sense, is on quality education. Class Snapshots presents various initiatives of SMC towards enriching its educational offerings. These initiatives reflect the desire of SMC to create a space of encounter between the classroom and the industry. I hope you will also enjoy our lead story on Tunde Kelani and the excellent piece on media practice by Mr. Richard Ikiebe. Ikechukwu Obiaya newsletter@smc.edu.ng
Indigenous Cinema:
The Key to Global Success
I
ndigenous cinema is the key to global success for the Nigerian film industry. Tunde Kelani stated this while speaking at the Filmmakers' Forum organised by the GTBank Nollywood Studies Centre of the School of Media and Communication, Pan-African University, on the 25th of April, 2013. Indicating the diversity and multilingualism prevalent in the film industry, Kelani noted that more films were being produced in the indigenous languages than in English. His interest in indigenous language films, he explained, was due to the influence on him of the great indigenous cinema of the early Nigerian filmmakers. According to him, “There's a validity for indigenous language cinema as something you can package and take to the global arena.” However, as Kelani went on to note, “Cinema in Nigeria at the moment is like an adventure.” He was responding to a question about the possibility of the filmmaker recouping production costs through the cinema houses. He pointed out that Nigeria currently boasts of a ratio of only one screen to three million people. This inadequate number of cinema houses thus makes
it a challenge for filmmakers to recoup all their costs through that avenue. Kelani went on to point out that the Nigerian filmmaker also has to deal with the fact that the cinema houses give preference to foreign films over Nigerian films. Thus, the Nigerian films, for instance, tend to be shown in time slots that do not favour large audiences. While emphasising the need to find solutions to the problems in the industry, the veteran filmmaker acknowledged the efforts of the Federal and Lagos State governments in this regard. He expressed the hope that the project of the Lagos State government to build community cinemas would yield early fruit. Earlier, Kelani had delighted the audience with a first public showing of a new version of his film, Maami. The large audience present at the occasion was warm in its appreciation. The Filmmakers' Forum is a monthly activity of the GTBank Nollywood Studies Centre. The Centre is focused on the study and promotion of the Nigerian film. It is located in the School of Media and Communication of the Pan-African University and is being funded by GTBank.
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Class Snapshots Your Career, Your Life!
Mrs. Aderonke Akpata with members of the M.Sc. FT5 class and others
T
he crisis in the Nigerian educational sector has led to a high number of unemployable youths, and this, in turn, has made the competition for available jobs stiff. Mrs. Aderonke Akpata, the Country Director at Accenture Nigeria, stated this while speaking at the career forum organised by the Internship and Welfare Department of the School of Media and Communication. The forum, which was aimed at the full time students of the masters programme, took place on April 17, 2013 and was titled 'Your Career, Your life!' Mrs. Akpata went on to encourage the students to plan and develop their career plans in line with the seven key steps for choosing a career. The steps i nvo l ve p re p a r i n g , i d e nt i f y i n g , exploring, deciding, summarising, planning and acting on available opportunities. Mrs. Akpata, who has worked in the banking and telecommunication industries, currently leads Accenture Nigeria’s HR unit where she has worked for five years.
Entrepreneurship: Learning the Ropes
Mr. Shobanjo and the M.Sc. Part time students
M
r. Biodun Shobanjo, the C h a i r m a n o f Tr o y k a Holdings, was the guest speaker in a session on
entrepreneurship organised for the members of the part time master's p r o g r a m m e . M r. S h o b a n j o ' s presentation was titled 'Entrepreneurship in the Marketing Communications (Media) Industry.' Drawing on his wide experience, he indicated the guidelines that any entrepreneur needs to keep in mind. Among these are the need for constant learning and a continuous investment in resources. People, he said, are the number one resource, and it is necessary to find, nurture and retain them.
2nd Run of MSR Begins
T
he second edition of the Market and Social Research certificate programme (MSR) has begun with a class size of 18. The programme
aims to impart skills in the execution of market and social research. It will run until October 2013.
Members of the MSR class
Preparing Media Leaders
T
he first run of the executive co u rs e i n L e a d e rs h i p a n d Governance in Media and Communication has begun. The programme is organised by the SMC in collaboration with the University of Central Lancashire and other partners.
Keystone Partners with SMC for AWARES
Participants of the AWARES programme with (fourth from the left) the PAU Bursar, Mr. Chidi Awagu, Prof. Emevwo Biakolo, Mr. Ademola Adewale of Keystone, and the SMC Executive Programme Director, Mr. Isaac Ezechukwu.
T
he twelfth edition of the advanced Writing and Reporting Skills programme (AWARES) began on th e 4th of Ap ril with 35 participants. This edition of the programme enjoys the support of Keystone Bank Speaking at the opening of the programme, the Managing Director/Chief Executive Officer of Keystone Bank, Mr. Philip Ikeazor, explained that the Bank's support was born out of a need to give back to the society in a meaningful way. Mr. Ikeazor, who was represented by Mr. Ademola Adewale, the Executive Director
of Operations and Technology of Keystone Bank, noted that “education is a veritable vehicle of change in this regard. After all, one of the greatest aims of education is not only for knowledge but also for action.” Mr. Ikeazor went on to commend the SMC for the establishment of the AWARES programme, which he said provides an excellent opportunity for capacity building among Nigerian professionals. Keystone Bank, he said, was delighted to be able to partner with the SMC in running the programme.
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SMC Update Mr. Olufemi Adabale (PGDCR 2) has been inducted into the Institute of Chartered Secretaries and Administrators of Nigeria as an associate member. At the event, which took place on the 11th of April, 2013, Mr. Adabale was also awarded the Institute's prize for the best student in Financial Accounting. At 29 years, he is one of the youngest associate members to be inducted into the Institute. Mrs. Amara Agbim (AWARES 1) has given birth to a baby girl. The birth took place on the 22nd of March, 2013. Our good wishes go to the family.
Ms. Oluyinka Alawode (AWARES 1 and Screen Writing 2) has taken the first place in an international writing competition. The essay competition was organised by Future Agricultures Consortium (FAC), a global network of agricultural researchers, and was open to media practitioners in Africa. Ms. Alawode's entry, 'Motivation for Agricultural Investment in an Oil Rich Economy,' was adjudged the winning print entry. The judges praised her “crisp, clear style that made for an engaging read.” The family of Mr. Omamerhi Augoye (CDDC 1/PGD 2) and his wife Jane (M.Sc. FT 5) has been blessed with female triplets. Jane and the girls are all doing well. We wish the family our hearty congratulations and unite ourselves to their trebled joy. Mr. Bemigho Awala (M.Sc. FT 2) has won the first prize in the documentary category of the Afrinolly Short Film Competition. Awala's documentary, Hustle on a Mile, presents a foray into life
at the Mile 12 Market, in Lagos, as seen through the eyes of Sanni, a young secondary school leaver. The documentary was among the entries short-listed on the basis of originality and imaginative force, clarity of purpose and technical competence. The first place prize consisted of $25,000 Prof. Emevwo Biakolo, the Dean of the School of Media and Communication, has been made an honorary fellow of the Certified Marketing Communications Institute of Nigeria. The nomination is in recognition of his contribution to the growth of the communication industry within the framework of the Nigerian cultural diversity. A baby daughter has been born to Mrs. Nkoyo Eze (M.Sc. FT5) and her husband, Kachi Eze. Ann-Isabella was born on the 16th of January, 2013. Our warm wishes go to the happy parents. Ms. Toyosi Ogunseye (M.Sc. PT1), has been awarded the title of Science Journalist of the Year (2012) by the Nigeria Academy of Science. Ms Ogunseye's entry for the prize was a three-part story titled 'The Rich also Cry.' The panel of judges described the piece as an “example of outstanding journalism” and commended the author for her “outstanding contribution to the knowledge of science through the print media.” Ms. Ogunseye, who is the acting Editor of Sunday Punch, has 13 other awards to her credit. Mr. Gbemileke Oyinsa (M.Sc. PT2) and his wife, Titilayo, have had a set o f fe m a l e t w i n s . T h e g i r l s , Iyanuoluwa Amber and Anuoluwapo Ruby, were born early in April. The naming ceremony has since taken place. Our double congratulations go to the family.
SMC Visit
M
Mr. Charles Bruce with some members of the M.Sc. FT5 class
r. Charles Bruce, also known as “Chaz B”, the presenter of the radio programme ‘Sharing Lives Issues with Chaz B,’ paid a courtesy visit to the School of Media and Communication on April 9, 2013. Mr. Bruce, who was accompanied by his manager, Mr. Peter Odiaka, seized the occasion to discuss future areas of collaboration. The energetic presenter was taken around the audio-visual facilities of the School, where he did a brief audio recording. He also spent some time with the students in the masters programme.
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Research Notes: Media Practice: Which Way to the Future? Keynote remarks made at the 2013 National Convention of the Nigerian Guild of Editors.
L
ucy Kung, a foremost authority on the direction that media business is going, once said, “The harsh reality of the media industry is that success is supremely unpredictable, and there are no guarantees.” It is needless to tell you that journalism practice has become highly volatile. The changes are as turbulent as they are unrelenting. Three of the most obvious ones have been in technology, business of media and media consumer behavior. But it is needful to tell you that those who have the ability to decode the environment and then take informed risks definitely have strong strategic advantage over others. In the media of tomorrow, calculated risk-taking is an important necessity. Rupert Murdoch of the News Corps, perhaps the world’s most extensive media conglomerate, built his empire by defying convention and taking risks. Calculated/Informed Risk Ted Turner, another media mogul, said, ''If you are going to try to change things in a big way, you have to be willing to go against the odds and sacrifice everything.” Closer home, many have taken risks and succeeded; others have taken risks and failed. That is the nature of risk. Dr. Nnamdi Azikiwe took many risks in his days, so did Alhaji Babatunde Jose, and the Daily Times succeeded. Mr. Sam Amuka of the Vanguard took many blind leaps. A few years ago, Chief Ogunsola took great risks at The Punch, and made The Punch perhaps the most profitable Nigerian paper today. The difference between those who succeeded and those who failed are buried in these words: informed or calculated risks. Media economics has changed. Media technologies have changed. Those who got free money from whatever sources in the past can now no longer build their empires around it. We now increasingly look at the media from a business perspective. Now, editors and publishers must seriously consider what business model, what strategies, and what competitive position to take? I n t h e n ew m e d i a b u s i n e s s environment, profitable business will go to those who have designed their business models to specifically meet the needs of their audiences, and to those
who, in practice, are relevant to their communities. The Media, Leadership and Change Journalism in Nigeria today has remained a vibrant growing industry. It still offers greater opportunities for profitability. The market remains strong and buoyant, but it is mostly propelled by drivel – 'soft-end' and junk publications, the type researchers call 'poor journalism,' fuelled by sex, scandals, and sports. Someone may ask, but does it matter? Yes it does. Considering the opportunities that we have, what we have made of those opportunities is not very glamorous. With a potentially huge and buoyant market of 167 million people to draw from, many are proud to declare that they have a circulation of 70,000 copies per day. Incredibly as it sounds, 70,000 copies was the circulation figure of the Daily Times in December 1953, when Nigeria was well under 50 million persons, and literacy was lower. Some of Zik's papers did 30,000 copies a day in the 1940s. Many news organisations are making lots of money, no doubt. But it is distorted revenue made from distorted sources. Revenue streams are not exactly streamlined and clear. Advert charges are arbitrary at best, not being based on any verifiable circulation figures. In an age when the Sowetan, serving a poor suburban market of Johannesburg, circulates over 120,000 copies a day, and The Times of India is doing over four million copies a day, a Nigerian 'national' paper can most certainly do far better than 70,000 copies a day, even on the heels of economic downturn and the excuse that Nigerians do not read. The Future Indeed, the world of information has become quite complex. Audiences are more demanding. They want more details, more clarity. Specialised and niche publications hold the key to the future. People will pay for exclusives. A few leading newspapers are prospering on the template of The Wall Street Journal, The Economist and, to some extent, the New York Times. Nigerian publications have yet to take
full advantage of the niche audience. Editors and publishers must rethink and possibly re-launch media brands on new business models. Peter Drucker's Five Most Important Questions To help us think this through, let me propose to you the five questions which the legendary Peter Drucker said were the most important questions any organisation can ask itself if it wishes to move from where it is to where it ought to be: These most important questions are: 1. What is your mission? 2. Who is your customer? 3. What does your customer value? 4. What are your results? 5. What is your plan? I do not have the time to elaborate on each of these five questions. Drucker h i m s e l f s a i d , “A f u n d a m e n t a l responsibility of leadership is to make sure that everybody knows the mission, understands it, and lives it. An effective mission helps leadership work out an exacting match of opportunities, competence, and commitment.” Jack Welch, the former CEO of GE, said: “Only customers can guarantee your job.” Half of our problem is that we do not even know who reads or listens to us. Who must be satisfied for our organisation to achieve results? Identifying the primary customer or viewer puts our priorities in order and gives us a reference point when faced with critical decisions that question our values. Knowing who our readers or listeners are provides the basis for determining what they value. This helps to define and develop what to give them. The old thinking was that your audience would find you and, hopefully, choose to remain with you. The new thinking is that you, the journalist, chooses your readers or listeners or viewers, and make yourself continuously relevant to him or her. Every editor must master the knowledge of what influences his or her readers/viewers/listeners and how to create highly satisfying experiences. Your success ultimately depends on your relevance to your customer. To be concluded in the next issue. Richard O. Ikiebe is a Senior Fellow of the School of Media and Communication, PanAfrican University, and the Director of the SMC’s Centre for Leadership in Journalism (CLeJ).