AN expert in the nation’s integrated marketing communication space, Philip Odiakose has called for a comprehensive regulation of the Nigerian media monitoring and intelligence industry, to ensure transparency, accountability, and ethical standards within the sector.
Odiakose, a media intelligence expert and Chief Analyst at P+ Measurement Services, a Lagos-based media intelligence consultancy, argued that with the proliferation of digital media platforms, the need for monitoring and analysing media content has become increasingly important.
According to him, media monitoring involves the systematic collection, analysis, and interpretation of media content, including print (newspapers and magazines), broadcast (TV and radio), OOH (out-of-home), and digital media (websites and social media), and it serves as a valuable tool for individuals, organisations, and governments to track public sentiment, manage reputation, and gain insights into media coverage.
He decried the situation where media monitoring and intelligence industry has continued to operate in Nigeria without clear guidelines or oversight.
This lack of regulation, he argued, has led to several issues including the absence of standardised practices and methodologies, which, he added, raises questions about the accuracy and reliability of monitoring results.
“Without established benchmarks, there is a risk of misleading or incomplete analysis, and potentially compromising decision-making processes,” he stated.
The media monitoring guru also identified the emergence of unethical practices as another fallout of the unregulated industry.
According to him, the absence of a code of conduct or professional standards leaves room for unethical manipulation of media data, such as cherry-picking information or distorting results to fit certain agendas. This, he noted, not only undermines the integrity of media monitoring and intelligence, but also jeopardises the credibility of the entire media landscape.
He also believes the unregulated nature of the industry has contributed to a lack of transparency and accountability, adding that the industry, presently, does not have in place mechanisms to ensure that media monitoring and intelligence agencies handle data responsibly or protect individual privacy rights, thereby raising concerns about data breaches, unauthorised access, and potential misuse of personal information.
He described regulation of the landscape as crucial, since it will ensure the accuracy and reliability of media monitoring and intelligence services.
The P+ Measurement Services boss is also of the opinion that regulation will go a long way in promoting ethical practices and integrity within the sector, noting that by establishing a code of conduct and professional standards, media monitoring and intelligence agencies will be accountable for their actions, thereby reducing the risk of biased or misleading information being disseminated.
Odiakose also believes regulation will safeguard individual privacy rights and protect personal data.
He therefore called for a collaboration among relevant stakeholders, monitoring and intelligence agencies, industry associations, government bodies, and civil society organisations, so as to develop a comprehensive regulatory framework that addresses standardisation, ethics, data protection, and privacy issues.
“The establishment of an independent regulatory authority could play a pivotal role in overseeing and enforcing compliance within the industry. This authority would be responsible for setting guidelines, issuing licenses, conducting audits, and addressing complaints,” he added.
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