Call him a chip off the old block and you won’t be wrong. Handsome, tall and gangling, with an affable, gentle grin, Ebony-skinned Deji Osibogun Jnr is every inch a copy of his father, Otunba Deji Osibogun, the renowned Ijebu-born business mogul. The General Manager of Space F.M Ibadan, one of the foremost private broadcasting stations in the Oyo State capital, also shares the shrewd business sense of his media entrepreneur-dad, a factor which has seen the radio station gradually reclaim the height since he took over the management about one and half years ago following some industry challenges.In this interview with PAUL UKPABIO, the young media executive, whose reserved and self-effacing mien contrasts with the boisterous elder Osibogun, offers a peep into his world.
How was growing up?
I grew up in Ibadan and I am an Ibadan person. I have B.Sc in International Law and Diplomacy from Babcock University and also an M.A. in Management from Durham University, United Kingdom. Also, I am currently doing a Senior Management programme in Lagos Business School.
Tell us what it is having someone like Otunba Deji Osibogun as father, and I note both of you share the same name. What’s the point of departure in your personalities if there is any?
Growing up with a father like Otunba Osibogun was very tasking and challenging in the sense that his expectation from us, his children, is a lot. We always tried that we meet and possibly exceed his expectations. Otunba has a very big shoe and he is the first in many things. As a businessman, he was one of the first to bring Daewoo to Ibadan. He has done a lot of businesses. Growing up and bearing the same name as junior, was very tasking, very challenging and very interesting. My name cannot be easily forgotten because his name precedes mine, so wherever people see me, they often ask: ‘Are you Otunba Deji Osibogun’s son?’
So how do you react to that?
I am used to it and I welcome it.
You don’t feel obscure under his shadow?
Not at all! He is who he is and I am who I am. We are two different personalities. Otunba is a very outgoing person, while I am very conservative in approach. So I understand that and maybe that is why I do not find it in the light of the question that you asked. We are different personalities and different individuals. He is the people’s man so a lot of people like him. But I am that kind of quiet person. I am more conservative.
You are a director and yet general manager of Space FM, how is that?
Interesting, how I found myself on this seat! I had seven years of work experience in Broadcast Space, that is a sister company I started working with, which is a broadcast integration company. We sell equipment to radio stations and TV stations. So, coming from that background, I am more or less like a technical person. When we started this Space F.M., we had a very vibrant general manager, a head of
station as we used to call it, Elder Dada Ogundele. He is late now, may his soul rest in peace! I started on the board level. I was the person that put everything, pretty much everything, in place here, in terms of infrastructure. Otunba put the funds down, I was the one who executed it from A to Z. I put up the transmitters, the studio, the studio padding, including the renovation of the building. I was the one who handled everything from A to Z. Then I also took it further, making sure that we set up the organization in a proper way. We had a board of directors which I was part of. We got involved in engaging the staff that we employed. But at some point after we came into the market, we had some challenges and I needed to step down from the director’s role to come and manage the place. I am pretty much involved in implementing everything that the board directed and envisioned for the place.
So what is your experience in the broadcasting business?
Yes, the radio business is a very challenging one. When we came into the market we were 12 radio stations in Ibadan. As I currently speak with you, we are 24 stations. So within the space of four years, 12 radio stations have been added. So the competition in the state is intensive. I see that with certain numbers of radio station, there is a little lack of capacity in terms of managerial capacity among people that manage these radio stations. The skills are lacking, because you are a presenter does not mean that you can be a good manager; because you are an engineer or a marketer does not mean that you can be a good manager. When I started my programme at the Lagos Business School, they were surprised to see someone from the media space, a radio station in their class. Most of my colleagues were interested. They would say, ‘We would like to know who the owner of your company is for them to be able to invest in you for you to further your skills’. So we really need managerial capacitated persons in the management of radio stations in Ibadan, let us say, media houses. But I am sure along the line we will grow into it.
In terms of the environment, we’re rated amongst the top three radio stations in Ibadan and that varies from time to time. The first radio station cannot be the first radio station all day. But overall we are among the top three radio stations in Ibadan. Some of our major competitors are Splash F.M/ Lagelu F.M, then Fresh F.M and we have some other radio stations but by and large, we are one of the top three radio stations in Ibadan. We are a News and Current Affairs station. What we set out to do is to have the CNN on radio. So whenever we hear breaking news, you hear it from Space F.M first. We were the one who broke the news on the notorious ritualist/ kidnappers’ den at Soka, Ibadan. We have continued in that path and we are the first tri-lingual station in Nigeria. We speak three languages. Some of our programmes are spoken in three languages. Our newspaper review is done in Yoruba, English and Pidgin. So, we were the first to go in that direction. That is something that the other radio stations have copied. When we came in with our programming style, a lot of radio stations copied it, or should I just say replicated what we put on ground? We try to set standard and they follow. We always take it one step ahead. The newspaper review which comes up 7.00am was the most widely listened to programme and even till today. We also have ‘Je‘n wi temi’, a Yoruba current affairs programme. We also have ‘Ko’ro tolo. Ko’ro tolo gives you breaking news between the hours of 9.00pm till dawn. There is also ‘Olofofo People’s Party’; it is a programme where they make jest of things that are happening in the society, a comical approach to presenting the news. We have ‘Gbesimileti’. We have quite a host of them.
So, how is it like managing a family business?
It is interesting and challenging. It is having to separate family from business. This is very important. Like at what point is Otunba Osibogun my chairman and at what point is he my father? Being able to balance that is very key. The way we relate when we are outside the office is different from the way we relate within the office. Otunba has his own role and I also have my own role. So being able to balance that is very important and being able to set
example. When he acts in the capacity of the chairman, he is setting that standard, so that whoever is going to be the next chairman or the next general manager must be able to do, at least do, what is currently being done.
How many of you children are in the family?
We are four in the family, two boys and two girls. My brother is a lawyer and he is also engaged here; from the legal perspective, whenever we have legal issues, he comes in here and advises. I also have a sister who deals with women in business, an NGO. So we have different capacities and they also support and contribute their own quota to the business. The only difference is that I am within, I am on ground. I am the last born. I am the one within and I am on ground.
Are there sometimes conflict of ideas and interests between you and the chairman?
Oh yes! But, it is not of interests but of ideas. I think our interest is aligned, but sometimes of ideas. He is more of a creative person than I am. His approach is always from the creative angle. I always look at it from the business angle. I am more of a business person, so we always try to balance that.
How about your own nuclear family?
Well, I am newly married, I just got married about two years ago. Her name is Omolade Osibogun. She is a medical doctor, doing her residency in Lagos University Teaching Hospital (LUTH). She has also been very supportive of me and the business because I actually live in Lagos. I only come to Ibadan very frequently.
How did you meet her?
Oh, interesting! We grew up together here in Ibadan. We went to the same primary school, Staff School University of Ibadan, and we were in the same class. We also went to the Ibadan International School together, but we did not go to the same university. We pretty much grew up together.
So what was the attraction?
(Chuckling) I guess every man knows what he wants in a woman. One thing I love about my wife and that really attracted me to her is her God-fearing attitude and disposition. She is always conservative.
But, if you both share same trait, won’t you find each other boring?
It is not in any way boring, because at the end of the day, marriage is not about being boring or interesting. When you get into the institution of marriage it is about being able to stick to the vows that you pledged to the Creator on the day that you’re getting married. So, I do not look at it from that perspective. When I wanted her hand in marriage, I looked at someone that I would, when the Lord comes, be able to say, ‘Father, I kept the vows’.
What is your vision for the radio station?
We will continue to be the number one station in Ibadan. We would maintain that position, but more importantly is that we want to be a station that we will continually give to the society. We are known as the ‘people’s secretariat’. When the common man has a problem, where does he go to? It is Space F.M. We would try to address their issues. That is what we want to be known for. We did not target the elites, but we want to be able to make an impact from the people. Our station is one of the few stations that enlighten people on collection of their PVCs, not selling their votes, not to be used as political thugs. These are things that we do free of charge. I have a a team of young and vibrant professionals. What we try to do is we try to give other stations a run for their money. When they replicate what we do, we take it a step higher. To be fair to the competitors, they are keeping us on our toes. Yes, I have a very vibrant team of young people that over the years have been able to compete with the old warhorses. There is a young man here. I am not sure if you have heard of Captain Pitul, very young and vibrant presenter. He’s been able to take up the likes of Kola Olotu. We also have the likes of Tiamiyu Adebayo. He is a household name in Ibadan. If you do a survey, most people are listening to Tiamiyu. The presenters understand that it is about teamwork, so nobody is bigger than the team. We work together as a team to be able to further our objectives, unlike some other radio stations that sell presenters. We sell Space F.M. first then the team comes in.
How do you relax?
I watch football, I do a lot of hanging around in Ibadan. I also engage in Polo at Ibadan Polo Club.