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#ICIRat10: Media sustainability depends on functional society – Kadaria Ahmed




THE Chief Executive Officer of RadioNow 95.3FM, Kadaria Ahmed has said media businesses need a functional society to operate in a sustainable manner.

Ahmed opined that no matter how media proprietors try to make their outfits productive and profitable, they would encounter some troubles in a country facing a bleak economy and other crises.

She spoke at a media sustainability conference held to commemorate the 10th anniversary of the International Centre for Investigative Reporting (ICIR) on Wednesday.


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The event, which took place at the Transcorp Hilton, in Abuja, had media moguls, proprietors, government functionaries and other dignitaries in attendance.

Ahmed emphasised the need for media practitioners to focus on their role of making leaders accountable to the people in order to have a functional society.

“The first element of sustainability you need is for your country to be functional. Without that functionality, you will sit and make all the plans, and you will end up with a lot of troubles. 

“That functionality of your country partly depends on the ability of proper journalists to do their job,” she said.

She explained that journalists have considerable roles to play in changing Nigeria’s political and economic narratives to enhance media sustainability. 

“It’s when journalism does its job that you can influence policies and hold people in positions of authority accountable and force them to do the right thing,” she explained.

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She added: “It’s almost delusional on our part to expect that we can run a successful media business when the economy of that country is stanky, which is why for me, journalism remains paramount because as the world becomes more chaotic, there is a need for that primary job that journalists are supposed to do, which is to hold those responsible for policies, for everything, whether they are in business, they are in public office, accountable.”

Ahmed noted that the global media now operates in the third state of connecting to their audiences.

The first connection age was the world-wide-web, the second stage was the emergence of social media platforms, and the third, currently in vogue, is the artificial intelligence age, otherwise known as virtual reality.

She said Nigeria has challenges in exploring virtual reality gains because of the country’s energy deficit.

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