doing
as you know my name is adria to melody I
manage cool FM was obf m90 info and yeah
one more was a beer max here in
Pawtucket before that I was a TV
producer at a TV station in Lagos Colin
and 24-hour plan was to take over the
world we didn’t succeed there but it
might still happen
so adapt or die the future of media is
digital that’s my talk and for many of
us in this room it’s a subject that
we’re already familiar with is there
anybody in this house that doesn’t have
a smartphone if you have a smartphone
let me see your smartphone oh let me see
your handle smartphone so practically
everybody has one so media contemporary
mobile that’s what we’re always looking
at our phones that’s why we always
distracted because we’re consuming media
from our phones from our tablets so you
don’t need to sit in front of a TV set
anymore to get your information to get
your news to get your entertainment no
more when you are online that’s what you
are doing basically you are consuming
content so the media you carry with you
now and guess what everyone has one in
one way or another everyone carries
their media with them your tablet your
tablet your phone when you are watching
a comedy skit on Instagram or you’re
watching something on YouTube or you
haven’t watching Netflix on your phone
or anything or any of your mobile
devices according to internet starts
calm we’ll have about 86 million
Internet users in Nigeria
active and more than half of those
people connect to the internet via their
mobile devices more than I have a laptop
but I use my phone more to connect to
the internet than I do my laptop how
many of us have got some experience here
so if you want to visit a web site now
you’re looking for internet for mobile
friendly websites write your downloaded
stuff to your phone so this is where we
live now it’s no longer a TV box for
many of us who have those flat screen
TVs and all of that we don’t watch them
as we used to back in the day and to
buttress this internet use that is
globally Nigeria ranks about 7 to 6
percent in terms of access to the
Internet via mobile devices 7 to 6 and I
drew out the beautiful countries all of
those beautiful stories you hear about
Nigeria and how we just perform magic
it’s true one of the few countries in
the world where we didn’t have all of
the stages of telephony in some places
you had your phone box at home then you
went to public phones then you went to
cellular Nigeria moved from zero to
cellular zero to cellular same with
Internet use there are so many people
who are accessing the internet now they
cannot they can’t operate a computer but
for many people computer PC has PC
personal computer at home at the office
later mobile technology came what
Nigeria again straight to mobile
technology so we’re a fantastic country
we are good at catching up and also
we’re doing but because I work in the
media all of this tech stuff I had to do
it as a preface so what I’m going to
talk about for those of us who work in
media as broadcasters or content
producer we need to keep our eyes firmly
on this because as I said going forward
nobody’s going to be sitting down
watching the TV people are too busy
everybody’s trying to make a buck so
there’s nobody sitting at home trying to
watch TV
from four to twelve o’clock as we used
to do back in the day or 24 hours and
nobody people are carrying their content
with carrying their platforms there are
TVs they are radios they are carrying
with them now so you need to start
thinking along those lines if you are
creating content for this generation and
the generation to come
and of course as a practitioner that’s
where the money is that’s where the
traffic is the traffic is where the
money is
Ashley indirect energy and because we
are not paying attention or not paying
sufficient attention we don’t see it
that’s why I like I like how I
introduced me it’s already happening
it’s already happening in places like
the US and the UK it’s already happening
so there’s this guy that I have been
paying attention to the last couple of
months maybe about a year or so his name
is James Corden now James Corden does
his show on CBS in the u.s. it’s called
the Late Late Show the Late Late Show as
our about 1:30 at night or in the
morning if you like and it’s a talk show
like any other show you have the Tonight
Show and all of these shows talk shows
are big in the u.s. late-night talk
shows so this guy took over this show
from I think Craig Ferguson or something
now sorry I just need to give you
background to him but he does a show at
1:30 in the morning
how many Millennials are going to stay
up to watch a show at 1:30 in the
morning how many so what he’s done is to
create content that can appeal to
Millennials to new generation TV
watchers to new generation media
consumers so what you’re seeing on your
screen is called carpool karaoke some of
you have seen the clips of Capo karaoke
right the one with Adele did over 200
million views on YouTube recently I saw
on with Lady Gaga and he’s had several
people who had one with Michelle Obama
who saw that went to the White House
drew Michelle Obama around this is a
show that airs at
thirty at night how do you get people to
watch you when they are sniffing that’s
what I want you to think about so he’s
taken and elements on that show and his
main stream did he’s taking it beyond
the usual traditional TV time and he’s
brought it into mainstream reckoning
every big star wants to be on that show
now they want to ride in a car with him
I mentioned Lady Gaga Lady Gaga was on
that show because she now has a new
album and she needs to promote that
album now what better way to promote it
than someone who’s racking up millions
in views young people who are going to
buy Lady Gaga’s album who will buy
Justin Bieber’s album we’ll watch that
on the internet we’ll share with their
friends the bulk of them have this the
bulk of them are always doing this I see
what I’m seeing
so he doesn’t have to limit himself to
that one thirty time slot he knows that
there are so many people who consume
their media in a different kind of way
now and he needs to produce content to
meet those people media is now on-the-go
consumption of the media is now on the
go for those of you who are born in the
70s or grew up in the 70s 80s and maybe
early 90s you remember then four o’clock
that’s when TV starts right so about
3:30 3:45 you wait the color bar comes
it was it wasn’t on sale was until I got
into TV that I understood why that was
being done actually they were testing
video and audio so you hear that sound
and at 4 o’clock the anthem comes on we
didn’t know any better so we appreciated
it then later after the liberalisation
or deregulation of the of the media
industry we started having TV almost 24
hours etc etc now we are not limited to
time you are not limited to time if you
see something you like you can PVR it
you can record it right or you can
simply go online download it watch it
and you get the same thing the same
thing that the guys sits in front of the
TV to do you can do at your free time
and because the old way it constrains
you you have to sit down you have to
wait you have to follow the time of the
TV station watch if you have to go and
talk to somebody about business or about
any other thing you miss your favorite
show because you have to do something
else no more no more everything works
with your time when do you want to watch
it when do you want to consume it we all
know Manuela right in Manuela is not on
any mainstream TV in Manuela is not on
any mainstream TV I don’t know how old
she is I maybe like 10 years old or
something or 12 or whatever it is I
don’t know but this girl has millions of
views on YouTube millions people are
watching her crazily on YouTube so in
this new era of the media content is
king content is important content is the
most important thing you must want
mention
yes I’m sorry I’ve never watched it but
but but I’ll tell you for free Game of
Thrones is the most downloaded TV series
in the world it’s the most pirated TV
series
the world the producers know now the
reason it is so watched the reason it is
so downloaded and pirated is because the
content is great I know you’re going to
ask why I haven’t watched that just
haven’t watched it the content is great
so in this new era content is kinky so
as a Content producer as a broadcaster
it’s not about you anymore you need to
research you need to put a lot of money
into what to viewers want to see what
your listeners want to hear you
constantly you need to ask that question
the era where we assume that what we
what we are doing is good for the
listeners is gone because there’s a
multiplicity of platforms now they are
spoiled for choice every morning when I
wake up I listen to BBC Radio 1 every
morning I move to one extra oh I moved
to LBC I can’t do that on my phone now
all it cost me is data so I don’t need
to listen to only Nigerian radio
stations the world has become smaller
some of you here have Netflix Netflix
accounts I used to have I still have one
but I can’t pay for it anymore because
my bank anyway with Netflix your TV is
on demand you can pick whatever you want
to watch and watch whenever you want so
I don’t need to I can you in today’s
world you can exist without a TV you
don’t need a TV that’s free advice don’t
buy a TV anymore you don’t need it
invest that money in a good data plan
and you will get everything your your
free terrorist Realty V or whichever
service will give you online and at the
best quality you don’t need a TV anymore
that’s that’s why we’re heading to and
that’s why TV makers they know this they
know that in the next couple of years
they’re going to be redundant so many of
them are making Smart TVs that can use
your home Wi-Fi that you can call my
zone but if you have a prime account you
can now watch ground saw from this fall
now Amazon Prime puts 160 million pounds
into producing I think
seasons of the ground tour it’s still
the same show or even better in terms of
production I mean judging by the trailer
that I saw it’s almost better than Top
Gear but the same guys and they are
going to be giving you same motoring
experience all of that but guess what
unlike the BBC you can’t watch it on
interest our platform you can only watch
it if you have an Amazon Prime account
Amazon is not crazy 160 million pounds
is a lot of money to put into any
venture they are sure they’re gonna make
their money back these guys are going to
deliver because what one day were the
BBC they were giving the BBC 300 million
pounds every year top care was given the
BBC 300 million pounds every year
globally it’s probably the most popular
content on the BBC so this is where the
media is headed I’m just trying to get
your mind thinking so what is going to
happen to existing media it’s already
happening right now by the way
hence adapt or die things are changing
things will always change the will is
going to continue to turn the Washington
Post
now prioritizes online digital / print
recently there was a story about Donald
Trump and the recording with the TV’s TV
host except I saw that Washington Post
broke that first and what they did was
to put it on their website and did their
research got the video put it on their
website first Washington Post is
legendary for their print copy but
because we are now in a different era
because things have changed Washington
Post would have waited through the next
morning before they could have broken
that story that can’t happen anymore you
have such a big story if you don’t put
it on your website if you don’t do
digital immediately your competitor is
going to beat you to it and you lose
revenue you lose eyeballs
you lose subscriptions you lose
everything
that’s how complicated is become for
those of us who are in the media the
independence in the UK
March 22 see I believe this stopped
sprint you can’t get the independence in
the UK to buy hardcopy you can’t get it
anymore stopped this is why they stopped
when they started were doing four
hundred and eighty thousand copies daily
at the time they stopped they were doing
about twenty eight thousand daily I was
reading just this week New York Times is
losing money on his print copy if you
follow the Guardian Nigerian Guardian
online notice that the I beginning to
ramp up their new media platforms
because I can tell you for free again
virtually all the newspapers in Nigeria
are not making money from selling hard
copy the bulk of their revenue comes
from advertising but the 250 you pay
whatever it is doesn’t cover the print
cost so prints particularly ahead of
broadcast is already endangered he’s on
the slab many of them already have their
carcasses out there what’s the truth
they can’t survive if they don’t change
their models and they need to do it very
fast and guess what in this new era
everybody’s a journalist you are a
journalist so it’s giving people like us
a run for our money you don’t know who’s
a professional journalist anymore
because before you even get to the
newsroom someone has put the story on
Twitter Facebook it’s already been
spread on whatsapp what is it what’s the
reporter a reporter is an individual who
goes out cover the story and reports
what he has seen that’s what you’ve done
already
hence citizen journalism CNN used to
have a show called I report for CNN
class citizen journalism so everybody
everybody’s a journalist now but of
course professional journalists will
still double check will still ensure
that their facts arise will still reach
out to the other party but that’s what
you don’t do you don’t do it because
you’re excited about what you’ve seen
you
put it on a lot of times is false a lot
of times it’s true so before we get our
acts together everybody already knows
about it
so the novelty of something breaking
isn’t even there anymore and you laugh
at us and say ah it’s okay so media
companies need to look me to devise ways
to merge that interface so how do we use
tools of crowdsourcing how do we use
tools of on the spot
individuals at an event to gather news
to produce content because they’re most
likely going to get there before you
they have the tools to actually report
the story to cover the story because
when you take out your smartphone and
take video you take photos or you tweet
about something you actually report in
an event hence twitter twitter is
popular because it’s a microblogging
site and it’s a site where people
usually disseminate information about
something so you need to as a Content
producer you need as a broadcaster you
need to ensure that these platforms are
not too far away from you I need to
create mechanisms where you can
aggregate thoughts you can create
content from these platforms which you
can use on your platform the lines are
blurred
those of us in radio are also endangered
we have a bit of strength over TV but
doesn’t mean that we’re out of the woods
so this here is how stern I don’t know I
don’t know if you guys know how Stern
he’s very popular very popular in the US
it’s been in the business what 20 30 or
more years does about 40 million dollars
annually in revenue how Stern does his
show on radio but Siri ox texter XM
which hosts him also does a simulcast so
while is in the studio you’re also
watching him on TV on Sirius XM it’s a
digital platform now then the next time
picture there is The Breakfast Club how
many of us have seen clips of Breakfast
Club
now Breakfast Club is from a radio
station in New York power one of 101.5
and these guys just sit down and do a
morning show
and on this morning show they could have
louis farrakhan who’s been on the show
they could have been a Clinton they
could have anybody and they recorded as
well and some of the very good ones
which have been many make it to places
like Nigeria I’m sure that these guys
were broadcasting to the people of New
York they weren’t thinking of Nigeria
when they were broadcasting I’m also
aware that they know that they have some
following back here because recently ice
prince was also on the show so it must
have gone on the show because it knows
that it will resonate back in Nigeria so
they recorded and put on on on the
internet and people watch on YouTube
people share it becomes you know a part
of popular culture and all of that the
reason they are doing that is because
they know that in this new era we’re
going to it is not enough to just put
your voice it’s not enough to just say
you’re on radio and reuse an audio
medium it’s not enough when you go on
instant on the internet the content that
gets your attention the most is the one
that has picture right that has video
the content that usually just has audio
it doesn’t get to attention a lot
because you’re probably distracted
you’re doing other things and and all of
that so people understand that fact so
radio is becoming more audio-visual not
just vide not just audio as you come in
more and more audio-visual so this is
where close next year Nigeria is
supposed to migrate to digital
broadcasting supposed to we were
supposed to do that in 2012 we missed
that deadline we moved it to 2015 wasn’t
gonna happen we’re gonna have an
election so we’ll move that deadline
again now we’ve moved it to 2017 might
might not happen I’m an optimist so I’m
just gonna say that next year we’re
going to migrate to digital for some
countries to they’re like 10 years but
we are again we’re good at performing
magic so we can do it well here’s the
thing about digital with digital there’s
nowhere to hide they’re going to be more
platforms they’re going to be more TV
stations and they’re not just going to
show you Calabar they are going
show you content so it means that there
is going to be more content because
they’re gonna be more individuals who
don’t want to own TV stations but want
to produce content they’re going to be a
million and one while the idea nuga
whatever production house you like there
will be plenty of them but to survive
because there’s going to be a jumble of
content it’s going to be like survival
of the fittest
only the best content will come to the
top nobody’s going to watch crap anymore
iris TV NT any of the states the shows
you can think of will go under will die if they do not adapt thank you very much