Media leaders from across Nigeria convened in Abeokuta on May 5-6, 2025, for the 3rd Nigerian Media Leaders’ Summit, themed “MARKET SQUARED – Turning connections into Gold in the AI age.” The two-day event, held at Academy Suites, featured insightful presentations, panel discussions, and workshops focused on navigating the evolving media landscape and harnessing the power of artificial intelligence.
The summit kicked off with a call to action by Taiwo Obe, Convener-in-Chief and Founder/Director of The Journalism Clinic, who emphasized the urgent need for media professionals to adapt and innovate in the face of digital disruption. Obe underscored the importance of audience engagement and community building in the fragmented media ecosystem.
Dolapo Otegbayi, Principal Consultant at DKO Consultant, explored the theme of “You & Your Market,” urging media organizations to understand their target audiences deeply. Otegbayi highlighted the importance of leveraging data and AI smartly, while also emphasizing the continued relevance of human insight and observation. She advised media professionals to adapt to changing consumer habits, be experimental, and embrace “kitchen table pragmatism” – starting small and testing ideas before scaling up.
The summit also tackled the critical issue of captivating audiences. Rasheed Adebiyi, PhD, Director of the Centre for Innovation, Research and Technology at Fountain University, Osogbo, challenged media houses to move beyond demographic data and delve into psychographic and behavioral data to understand audience preferences and consumption patterns. He advocated for incorporating gamification, interactive content, and community building strategies to foster deeper engagement.
Helen Emore, PhD, MD of Scientia Partners Innovation Hub, stressed the need for media organizations to curate their narratives effectively. She urged participants to build communities, engage authentically, and recognize the shift in economic power towards consumers.
Dan Mason, Trainer/Comms Consultant at Dan Mason Media, offered practical tips for “Finding the Unicorn” – compelling content that resonates with online audiences. He demonstrated how AI tools can be used to generate story ideas, optimize headlines, and enhance storytelling. Mason stressed the importance of understanding audience priorities and adapting content accordingly.
Richard O. Ikiebe, Media Scholar and Adjunct Faculty at Pan Atlantic University, examined historical trends in Nigerian media, urging participants to learn from the past while recognizing the unique challenges of the present. Ikiebe called for a renewed focus on investigative journalism, issue-based reporting, and a collective commitment to combating misinformation.
A key highlight of the summit was the Owners’ Forum, featuring prominent media executives including Joseph Adeyeye of Punch Nigeria Limited, Frank Aigbogun of BusinessDay, Betty Dibiah Akeredolu-Ale of Branama Children’s Television, Mojeed Musikilu of Premium Times, and Toun O. Sonaiya of Women Radio 91.7 FM. The panelists shared their experiences and insights on audience engagement, revenue generation, and digital transformation. They emphasized the need for collaboration, innovation, and a deep understanding of the Nigerian media landscape.
The summit concluded with a series of wrap-up sessions and resolutions. Participants agreed on the need for:
* Increased investment in audience research and data analytics.
* Development of innovative content formats and distribution strategies.
* Enhanced collaboration and partnerships within the media industry.
* A renewed focus on ethical journalism and combating misinformation.
* Empowering journalists with the skills and tools to effectively utilize AI.
The summit was sponsored by a number of prominent organizations, including NLNG, Nigerian Railway Corporation, Lagos State Government, Ogun State Government, Central Bank of Nigeria, and several leading media houses.
