As the media landscape continues to rapidly evolve, Assistant News Editor PRECIOUS IGBONWELUNDU reports that MTN, through its sponsored media innovation programme (MIP) at the Pan-Atlantic University (PAU), is challenging practitioners to brace the odds, repurpose content and discard harmful cultures, silos.
The winds of change sweeping through the media industry are forcing practitioners to confront hard truths: Obsolete systems must give way to innovation; editorial rigidity must be shed in favour of agility and relevance, and media practitioners especially journalists must take personal branding seriously, become active content creators and voices of reason to drive positive change.
The above have been recurring messages at the MTN Media Innovation Programme (MIP-4), a flagship initiative run in partnership with the Pan-Atlantic University’s (PAU) School of Media and Communication (SMC).
From the commencement of the cohort on May 18, speakers and lecturers have re-echoed the need for the 20 participants, selected out of over 3,000 applicants nationwide, to embrace innovation and use it to better their professions, as well as society.
Delivering a striking inaugural lecture, renowned Journalist, Mr. Azu Ishiekwene, made a compelling case for the media to urgently embrace transformation.
“Innovation is not just about technology. In media, it includes rethinking editorial processes, breaking down silos between departments and training staff to work across all functions. True innovation begins when we stop doing things that no longer work,” stated Ishiekwene.
Citing American football player Kevin Anderson, he stressed that success lies in identifying what to stop doing in order to create room for meaningful progress.
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For the media, this could mean ditching commoditised content, stale newsroom practices and adversarial models that alienate audiences and partners alike, he added.
Ishiekwene encouraged media leaders to adopt measurable performance standards, invest in continuous training and foster collaboration across editorial, commercial and technological arms of their organisations.
“The time for lip service is over. Innovation must not be optional; it must be intentional,” he said, urging the MIP fellows to be drivers of this change in their various spheres of influence.
Aside from Ishiekwene, other accomplished professionals and subject matter experts in digital/new media; content creation and engagement journalism; project management; business principles/management and media law interfaced with the cohorts during scheduled classes where they shared practical experiences with participants and encouraged participants to take the lead.
Acknowledging the pitfalls that come with the evolving landscape, media law expert, Dr. Tomi Vincent, cautioned practitioners to be well-versed in the legal frameworks guiding their practice. His warning was clear: ignorance of the law is no excuse in today’s high-stakes media environment.
“Journalists must understand the legal landmines and avoid taking liberties with people’s reputations or interests. What you think is harmless could become a basis for litigation,” he said, referencing recent defamation suits that have shaken the industry.
He cited the Erisco tomato paste case as a cautionary tale on the power-and peril-of digital expression. “What seems like ordinary commentary on social media can snowball into legal turmoil if not handled with care,” he added.
Vincent also urged caution when handling confidential sources. “Know how you couch your language so it doesn’t look like you’re giving away sensitive information. Poor handling of sources can lead to both legal consequences and personal security risks,” he warned.
In navigating the often tense relationship between the media and government, Vincent suggested that wisdom, not antagonism, should guide practitioners.
“You must understand the psychology of all three stakeholders-the media, the government, and the people. The government sees regulation; the media sees restraint. But both must coexist in a manner that safeguards public interest and democratic freedoms,” he explained.
He argued that in societies like China and the UAE, restrictions on digital platforms reflect national security priorities-not necessarily an attack on free speech. “Nigeria enjoys broader press freedom, but that freedom must not be abused. The media should aim to collaborate with the government where possible, not just oppose it,” he said.
Vincent’s perspective underscores a key tenet of the MIP initiative: a call for responsible innovation. While technological disruption offers exciting opportunities-from AI-powered newsrooms to data journalism- it also demands ethical clarity and professional vigilance.
In his lecture titled “Introduction to Entrepreneurship: Principles and Practices,” Dr Peter Bankole, emphasised the importance of identifying and correctly interpreting opportunities.
He explained that recognizing potential and aligning it with the right decisions were crucial for success, warning that uninformed decisions about potential markets or projects could lead to setbacks.
According to him, whether a country is democratic or not shouldn’t be the sole factor for investors, adding that ability to get returns and if needed, exit safely should matter the most.
Recalling his experience while launching the Enterprise Development Centre (EDC), Dr. Bankole noted how initial pricing scared off some small business owners, but those who took the plunge later became successful.
This, he said, created a ripple effect, where others who missed the opportunity tried to catch up later, emphasizing the importance of vision and treating investments as steps toward future growth.
He discussed trends and growth patterns; highlighted how businesses must recognise market dynamics, and touched on consumer psychology and purchasing behavior.
On dealing with challenges, Bankole used the metaphor of navigating a speedboat during rough waves, advising that knowing when to pause, pivot, or reposition was vital to avoid capsizing in business.
No matter the market condition, Bankole said a clear strategy, adaptability, and audience aspiration understanding were the determinants for long-term success.
Now in its fourth year, the MTN Media Innovation Programme has established itself as a hub for grooming forward-thinking journalists. The six-month fellowship is fully funded and includes classroom sessions, innovation labs, and an international study tour to South Africa, where participants will engage with top media and tech organisations including MTN Group headquarters and the South African Broadcasting Corporation (SABC).
Among the fellows for the 2025 cohort are notable content creators and journalists whose selection underscored a growing demand for practitioners who blend traditional storytelling with digital proficiency and an appetite for reform.
MTN Nigeria’s Chief Corporate Services and Sustainability Officer, Tobe Okigbo, reaffirmed the company’s commitment to press freedom and media advancement.
“MIP is a testament to our belief in the power of the media to shape society. By investing in the professional growth of journalists, we are investing in the future of storytelling in Nigeria,” he said.
As MTN and Pan-Atlantic University continue to equip journalists with tools to lead the charge, the future of Nigerian media may yet be redefined-not by crises, but by creativity, competence, and collaboration.
For the 20 MIP fellows, the challenge has been laid bare: rethink content, reimagine practice, and reject the harmful cultures that no longer serve journalism’s higher purpose.
