Osun NIPR Promotes Media Diary for Optimized Performance

Osun NIPR Promotes Media Diary for Optimized Performance 

...Supports Osun Radio and TV Stations on inclusion in NBS rating...

By Abisola Ariwodola,

Osun state chapter of the Nigeria Institute of Public Relations NIPR have promoted the use of Media Diary by Radio and Television stations in Osun to enhance optimum performance.

This is as the Institution declared its support to Radio and Television stations in Osun to be included in the performance ratings of National Bureau of Statistics NBS, through data capturing, important for existence of the mediums.

The Chairman of the Nigeria Institute of Public Relations NIPR Osun state, Mr Ademola Adesoji made this known in his opening address at the Media Workshop program organized by the Institution, held at the Conference Hall of Regina Suites in Osogbo.

At the program themed: "what Radio and TV Stations need to start doing, stop doing and do differently, to attract media buying agencies and Multi-National organisations", the workshop featured the MD of Media Planning Services, Mr Afolabi Olayiwola, the MD of Acuity Media Group, Victor Oyarero & MD of Starcom Media Perspectives, Jude Odia.

Mr Adesoji pointed out that the program was arrived at when a proposal was made to a multinational corporation for patronage, the organization source for information and it was discovered that Osun wasn't included in Media Diary indicators of National Bureau of Statistics NBS, hence the partnership with the agencies that conducts the monthly media reports, to showcase to Osun Radio and Television stations by aligning on what the state have and what they need to do, to be included in the NBS report, an action which is beneficial.

In his opening remarks, the Director General Osun state Broadcasting Corporation OSBC Mr Folaranmi AbdulRasheed opined that "Media is important, and if it is deprived, the society will be deprived", he frowned at the recent economic situation which made difficult, cost of running a media outfit with high cost of diesel or fuel to power generators for airing of programs.

The OSBC DG who disclosed that some organizations are already shuttling down because of cost of operations, said with the technology era, it is important for broadcast mediums to thrive for good results, saying that the performance indices by NBS cannot be falsified, he charged the mediums on improved inputs, coverage, listenership or viewership, and trending indices that shows optimized performances to give captured results.

In their words, the Guest Speakers at the Media Workshop, MD of Media Planning Services, Mr Afolabi Olayiwola, the MD of Acuity Media Group, Victor Oyarero & MD of Starcom Media Perspectives, Jude Odia shed more light on Media Diary, they maintained that Radio Stations have gone to a level of its knowing about competitive programmes to use it to step ahead.

The Trio emphasized that "No two radio stations are the same", most radio and television stations needs audience feedback for continuity, adding that it is important for the broadcast mediums to be captured by NBS through registration and subscribing for data needed for development purpose.

At the Media Workshop organized for Marketing Directors, DGs/GMs of Radio and Television stations, the guest speakers pointed out that reach should be transmitted to data, adding that subscription of data improves viewership/listenership, while contents, reception through good topography, capacity of transmitter among other inputs embraces development.

The Media Diary gurus who commended Osun NIPR for the media workshop, advocated for attractive brands that will promote the mediums, saying that the broadcast mediums have the advantage of extending beyond terrestrial coverage with their brands, added that when a program have a mass appeal, it will drive the station with its strong audience/ followership, and this will be easily captured statistically by NBS, hence such data being available and accessible in Media Diary.