The co-convener of NBC/Yemi Sonde Broadcast Media Stakeholders Forum, Yemi Sonde has advised Journalists, especially broadcasters to be unique in their own way and create sponsor target content so as to be relevant in the industry.
The Ace Broadcaster while responding to question by a participant at the Forum held at the Alumni Hall of the University of Ibadan on Thursday revealed the bitter truth that Media practitioners are very lazy trying to copy others colleagues’ contents which he said is unacceptable.
Yemi Sonde who double as Group Managing Director of the popular radio station in the heart of Ibadan (YES101.7FM) cited an example on how sponsor target content made him in 2008, got Sieman Aromatic Schnapps advert.
Yesfm GMD explained that he needed to do something different and had to look for a programme that would suit the brand, target their audience and sell his content.
He said, “What do I do, I created ‘Ijeun Awon Agba’, old music and very late in the night program on Paramount FM.” But still needed to break into the company, he had to get their product brief, read it and understood it”.
Yemi Sonde pressed further that his content was created around the brief, adding that he did the content proposal, got the company’s marketing manager, spoke with the head and somehow the company approved the concept and boom, they started running after him to start the programme.
He narrated that his sponsored programme replaced an unpaid program while emphasizing on the need to awaking broadcasters to the conscious of sponsor target content.
“If you’re bringing any content to Yesfm and it very unique, I don’t think any proactive management of the station would see such content that will sell the station, and of course attract adverts and would ask you to go and bring sponsor”.
He added that, “Such content will be considered first”, the GMD stated that the creator could get instant approval if he or she has sponsor target content.
“In other words, I think alot of us are lazy, we can’t create our own content but better to copy others such as copying ‘Edmund Obilo’ content and gave it another title.
“We are lazy to go to that extend of what the original owner does to get there. We do not want to think outside the box, okay, how can I do my own differently or we are lazy in terms of doing research about these products brief, taking our time to understand the target audience because the market space is very tide.”
“There’s lots of competition out there”, he said, quoting Governor Seyi Makinde who revealed that stations in Oyo state stands at fifty one now.
“So you can imagine fifty one stations struggling to have an advert of a brand and the budget for that brand is very limited. Such company would rather put their limited brand on content that can sell”, he said.
Yemi Sonde took this opportunity to advise media practitioners to be super conscious of what they’re putting together, he asked them to think outside the box by creating contents that’re very unique and very different, he assured them of getting there.
The program was organized by National Broadcasting Commission (NBC) in collaboration with Yemi Sonde Media Group, had in attendance dignitaries across Nigeria.