The Minister of Information and National Orientation, Alhaji Mohammed Idris, has expressed optimism in meeting stakeholders’ needs in the broadcasting industry, using `Audience Measurement System’ report.
Idris gave the asurance at the presentation of the report and findings of the Task Team on “Audience Measurement System in Broadcasting’’ on Friday in Abuja.
According to him, the comprehensive findings and report is a crucial step forward in shaping the future of our media and creative industry.
“The Audience Measurement System holds immense importance in ensuring that our broadcasting endeavours are not only impactful but also reflective of the diverse preferences and needs of our audience.
“It is a tool that empowers us to understand and respond to the dynamic nature of our media consumers, providing valuable insights into their viewing habits, content preferences, and engagement patterns.
“With the knowledge derived from the Audience Measurement System, we are better equipped to shape policies that promote diversity, quality content, and inclusivity,’’ Idris said.
He then commended the task team for their dedication and tireless work in designing the framework.
“Your commitment to excellence and thoroughness in examining the intricacies of our broadcast audience is commendable. This report stands as a testament to your hard work,’’ he added.
The minister also said that there was a need to leverage this valuable resource to strengthen Nigeria’s media terrain.
“And, ensure that our broadcasts continue to be a powerful force for information, entertainment and societal cohesion.”
He gave assurance to the stakeholders that he would engage further with the regulatory agencies such as the National Broadcasting Commission, the Advertising Regulatory Council of Nigeria and other critical stakeholders.
The aim of the engagement, he said, was to secure their buy-in on how best to utilise the findings for the betterment of the advertising and broadcasting industries.
According to the minister, the introduction of the Audience Measurement System becomes imperative because, currently, the broadcast and advertising market is underperforming despite the country’s huge population.
He said that in spite of having more than three times the eyeballs in South Africa, Nigeria’s television advertising market revenue was low compared to that of South Africa and Kenya.
He further reiterated that the comprehensive insights provided by the findings of this Committee offered a unique opportunity to strategically position the broadcasting industry as a catalyst for economic growth.
“By leveraging the data on audience behaviour, preferences, and engagement patterns, we aim to facilitate a more conducive environment for economic activities within the media sector,’’ he added.
Earlier, the Head of the Task Team, Alhaji Garba Kankarofi, said the team was inaugurated in 2020 by Idris’ predecessor with Mr Joseph Mutah as Secretary.
“We have done a wonderful job. The report includes the take of prominent stakeholders in the media industry.
“The work of the committee is private sector driven. I want to thank all members of the technical committee and others for doing a wonderful work.
“The total submission also has inputs from friends of the house. We worked in harmony with many others to come up with this report,’’ Kankarofi said.
The report of the Audience Measurement System in Broadcasting has 182 pages.
The First Media and Entertainment Integrated Nigeria Ltd, a marketing research company made a presentation on the scientific research process that brought about the report.
