The marketing and business development executives of media organizations in Abuja on Monday emerged from a two-day workshop organized by the Nigeria Stability and Reconciliation Programme (NSRP).
The participants, drawn from the print, online, radio and television, were exposed to skills that will aid them in improving the revenue drive of their respective organizations.
While declaring the workshop open, Ukoha Ukiwo, NSRP programme manager, explained the delicate role media plays in “tempering down” or escalating conflict.
Mr. Ukiwo explained that the NSRP saw the Nigerian media as a partner in its task of providing support to Nigerian stakeholders in their bid to better manage conflict resulting in wealth creation, service delivery and poverty reduction.
In her remark, the deputy progamme manager of the NSRP, Priscila Ankut, explained the need for media organizations to focus on driving content as a way of increasing viewership, readership and listenership, saying it will lead to an inevitable increase in revenue generation.
Ms. Ankut further explained that media organizations were frequently tempted to become partisan in their bid to generate revenue but end up escalating conflict rather than giving unbiased reportage of events.
In his presentation, the lead facilitator at the workshop, Victor Ugwezzy, took participants through the fundamentals of media marketing, proposal writing and presentation, and the need for using of data, especially one provided by the All Media and Products Survey (AMPS), Television Audio Measurement (TAM), Radio Audio Measurement (RAM) as well as the Media Planning services (MPS) when preparing media marketing proposals.
While presenting Certificates of Attendance to participants, NSRP Media Manager, Lauratu Abdusalam, revealed that the workshop was one in a series of training programmes being organized by the NSRP nationwide to train media marketing executives.
Ms. Abdulsalam also informed the participants that NSRP was going to provide mentoring services to media organizations to aid them in the discharge of their roles towards creating a better society.
Participants at the workshop, with theme: ’’Content as a Means to Raise Listernership Resulting in Increased Revenue”, expressed appreciation to the NSRP for its concern towards building a safer and more prosperous Nigeria through the use of the media.
NSRP’s key aim is reducing violent conflict in Nigeria as the organisation provides support to Nigerian stakeholders to better manage conflict resulting in wealth creation, service delivery and poverty reduction.
The programme is funded by the UK’s Department for International Development (DFID) and implemented by the British Council in partnership with International Alert and Social Development Direct.
The programme is to be implemented over a period of 5 years (2013-2017).