Former acting DG calls for increased dialogue between NBC, media practitioners

A former acting Director-General of the National Broadcasting Commission (NBC), Professor Armstrong Idachaba, has called for increased dialogue between media houses, practitioners, and the commission to improve broadcasting practice in the country.

This is just as he revealed that there are 33.5 million homes in Nigeria with access to television sets and programmes, adding that this robust television audience population offers the country advantage and positions it as the “delight of every investor.”

Idachaba stated this during the investiture of Victor Eniola Mark as charter president of Rotary Club of Laderin/Hilltop and induction of other members in Abeokuta.

The former acting DG who spoke on “Finding a Balance Between the Broadcast Code and Making a Commercial Radio Station Thrive in Present Nigeria” said the dialogue will offer the opportunity for the review of the present broadcast code.

He urged broadcast practitioners to ensure they broadcast the truth in a way that is fair and beneficial to all concerned while building a better friendship for all in line with the four tenets of Rotary.

“After a cursory study of provisions of the code, I have identified over 20 provisions in the guideline which sort of restrict or restrain commercialization of broadcast contents.

“As you can also see from the earlier provisions of the code which we read, the provisions of the code are actually meant to protect society from harm; it is also intended to protect rights of citizens to a peaceful and fair right to living in line with tenets of Rotary International.

“My submission therefore will be the need for increased dialogue between the media community and the regulator every four years. There is an opportunity for the review of the broadcasting code. It has always been an opportunity for negotiations and new arguments.

“I knew for instance when the time allotted for advertising was increased by the NBC on account of demands from operators, similarly sporting rights, alcoholic advertising rules were allowed for-profit but profit motive must tally with the core values of the Rotary,” he said.

Idachaba further said: “Nigeria is a delight of every investor due to her population size. She has a population of about 200 million people with about 33.5 million TV homes. This population consumes broadcast content in one form or the other, thereby constituting a large broadcast market. This major advantage of a large scale of the media industry in Nigeria is a factor to be considered in assessing the viability of broadcast stations in Nigeria.”

Meanwhile, former Ogun State governor, Gbenga Daniel, eulogised Mark and urged him to embrace giving as an inbuilt advantage that should be cherished.

Ondo State governor, Rotimi Akeredolu, and immediate past governor of Ogun State, Senator Ibikunle Amosun, in their separate congratulatory messages enjoined Mark to see his investiture as president of the club as an act of service to humanity.

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