NAIROBI, Kenya, Feb 14 – Participates at an inaugural the Africa Media Festival which kicked off in Nairobi on Tuesday have called for innovative approaches to promote media sustainability.
Those who spoke at the two-day conference set to close on Wednesday noted the radical shift in newsrooms triggered by technological advancements requires forward-looking interventions.
The COVID-19 pandemic and an emerging trend of rapid spread of information was singled out as a major concern.
The media festival hosted by Baraza Media Lab provided a platform for stakeholders to exchange ideas on innovative and forward-thinking projects.
Maurice Otieno, the Executive Director of Baraza Media Lab, said a more extensive and continuous conversation on media sustainability is required in light of the ongoing infodemic worldwide.
“The media is facing an existential challenge of how it should survive and how it should work going forward. Bringing participants across the continent helps us introspect and look at various ways where we can change the ecosystem collaboratively,” he said.
“For more systemic solutions, we will need the sector players to come together and debate on a collective way forward; that’s why the festival intends to create a space for discussions on innovation and forward-thinking initiatives within different facets of media in play.”
Otieno noted that throughout the pandemic, online news, digital newspapers, advertisements, and magazines became the new standard for information delivery and consumption.
Changing advertising model
Additionally, during this transition, he noted advertisers switched from the gold standard of 30-second advertisements to content designed for social media platforms.
“Media globally faces existential challenges, and there needs to be some significant innovations within the space for its survival. COVID–19 has not made it easy for the sector, from numerous job cuts, media houses shutting down, and creators reinventing the way they produce, distribute and monetize content,” he said.
“While some may argue that media has lost its influence, the existing challenges present media houses with opportunities for innovation and transformation.”
Christine Mungai, Curator at Baraza Media Lab, backed Otieno’s remarks.
He said the advertising strategy long used to finance media operations no longer produces consistent returns. This, he noted, had left media companies vulnerable to financial stress.
She also noted political meddling has increased making it harder to maintain and expand media organizations.
Creative media
Mungai nonetheless noted creative media business models have surfaced all over the continent, offering fresh chances for development and sustainability.
“Media organizations are facing unique and pressing issues when it comes to sustainability, and there is need for new business models, the importance of diversifying revenue streams, and the potential of leveraging technology to reach new audiences,” she added.
The festival themed “Reimagine Media” brought together the media community from across the continent to deliberate on the current and future African media landscape.
Baraza Media Lab has been in existence since 2020 and seeks to support the strengthening of the Kenyan media by working to rebuild trust among key players and the public.
