The director-general of the National Broadcasting Commission (NBC), Dr. Charles Ebuebu, has said that Africa’s media industry risks becoming obsolete and globally irrelevant, without a rapid and strategic embrace of digital transformation.
Ebuebu who disclosed this at the official announcement of Africast 2025, in Lagos, over the weekend, emphasised that African media must pivot decisively in response to the fast-paced evolution of technology and content consumption trends.
“African media is at a critical tipping point. If we fail to innovate and adapt, we will be spectators in a digital world where others tell our stories, set the agenda, and reap the economic benefits,” the NBC boss stated.
Ebuebu outlined the urgent need for a shift in mindset and infrastructure, adding that “This is not just about catching up. It’s about leaping forward. The platforms have changed. The audiences have changed. The rules have changed. And if African media doesn’t evolve with them, it will vanish from relevance.”
He cited several converging threats to the continent’s media relevance, including the dominance of global streaming platforms, unchecked misinformation, data insecurity, and the rapid rise of AI-generated content — which have upended traditional broadcasting models.
“We must ask difficult but necessary questions. How do we protect African creativity in an AI-driven age? What regulations can ensure ethical digital broadcasting? How do we empower our young storytellers to lead the next media revolution?” he added.
The continent’s leading broadcast and digital media summit Africast 2025, set for October 20–24 in Lagos with the theme “Navigating the Digital Surge: Building a Resilient African Media Ecosystem,” aims to catalyze this transformation. The biennial summit will host over 3,000 participants from more than 30 countries, bringing together regulators, broadcasters, creatives, technology firms, policymakers, and investors to collectively chart a sustainable and globally competitive media future for Africa.
According to the NBC, Africast 2025 will feature a comprehensive four-day agenda, including keynote addresses, exhibitions of cutting-edge technology, regulatory roundtables, masterclasses, and sessions on digital monetization and media innovation. Also planned are a ‘Wellness Welcome Session’ for international delegates, the ‘Blue Line Tour’ to highlight Lagos’ evolving infrastructure, and “Dynamic Market Days” showcasing African content and media startups.
Beyond the programming, Ebuebu emphasised the summit’s long-term impact, adding that, “Africast is not a talk shop. It’s a strategic engine. The ideas, frameworks, and policies shaped here will inform regulation, content development, and investment decisions that determine Africa’s place in global media for decades to come.”
The NBC, he revealed, is already drafting progressive regulations around artificial intelligence, data privacy, and content authenticity to safeguard the media space as innovation accelerates.
Africast’s origins lie in its mission to unify Africa’s broadcasting ecosystem — linking creators, distributors, regulators, and financiers. The 2023 edition welcomed over 2,500 participants and 100 exhibitors. With this year’s expanded scope, organisers expect a record-breaking turnout and a more influential agenda.
“We are not merely organising another conference. We are rallying the continent’s media minds to reimagine and rebuild our industry. If we fail to seize this moment, we will be digitally colonised once again,” Ebuebu averred.
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