The programme, implemented in partnership with the School of Media and Communication, Pan-Atlantic University, continues to serve as a platform for equipping journalists, broadcasters, and digital content creators with the skills, exposure, and mentorship required to thrive in today’s evolving media ecosystem.

This year’s fellows were selected from a highly competitive pool of applicants across print, broadcast, digital media, and content creation, reflecting the programme’s growing reputation and influence within the industry.

In commemoration of the techo’s 25th anniversary, the cohort has been expanded from 20 fellows in previous editions to 25 for the year.

Speaking on the first day of the programme, Tobe Okigbo, Chief Corporate Services and Sustainability Officer, MTN Nigeria, described the initiative as a reflection of the company’s commitment to innovation, partnership, and continuous learning.

“At MTN Nigeria, innovation, insight, knowledge, skills, and partnership matter deeply to us. The Media Innovation Programme represents all these values – a partnership not just with Pan-Atlantic University, but with every fellow.

“This programme is an adventure in learning, one that challenges participants to reconsider assumptions, revise opinions, rethink ideas, and ultimately grow both professionally and personally,” he said.

Also speaking during the session, Dr. Ikechukwu Obiaya, Dean, School of Media and Communication, Pan-Atlantic University, encouraged the fellows to recognise the programme as more than a professional milestone, describing it as a transformative experience designed to prepare them to make meaningful contributions to the media industry and society at large.

“The media space today faces significant challenges, and this programme equips participants not just for personal development, but to make a real difference. Beyond skills and exposure, we place strong emphasis on values such as truth, honesty, ethics, and responsibility to society. We hope that every fellow leaves this programme better prepared to contribute significantly to the future of media,” he said.

The selected fellows for the fifth cohort include:

1. Agbetiloye David Adekunle (Senior Reporter, Business Insider Africa)
2. Adeniyi Fatima Adetoke (Content Writer, NotJustOk)
3. Adetola Kayode (State House Correspondent/ News Anchor, Lagos Television)
4. Ajibola Tolulope (Presenter, Silverbird Television)
5. Aliyu Usman (Assistant Chief Correspondent/ Editor, News Agency of Nigeria)
6. Augoye Jayne (Arts, Entertainment and Culture Editor, Premium Times)
7. Auwal Muhammad Ibrahim (Senior Editor, Halal Reporters)
8. Collins Christopher (Programmes Producer, News Central Television)
9. Dan-Ikpoyi Veronica (Senior Anchor, TVC Communications)
10. Dike Chiamaka Patricia (Broadcast Journalist, BBC News)
11. Eluemunoh David (Digital Content Creator)
12. Eseimokumoh Denise Loliaba (Editor-in-Chief, Marie Claire Nigeria)
13. Fosudo Oluwafisayo (Digital Content Creator)
14. Godfrey Progress (Reporter, Vanguard Media Limited)
15. Itiafe Glory Ugonma (Broadcast Journalist, Diamond 88.5 FM)
16. Kasali Segun (ICT Correspondent, Nigerian Tribune);
17. Ofonedu Sarah (On-Air Personality, Inspiration FM)
18. Okamgba Justice (Reporter, The Punch)
19. Onwuka Emmanuel (Presenter & Executive Producer, Nigeria Info FM)
20. Oyesanmi Ifeduyi (Managing Editor, TechCabal)
21. Sabastine Emmanuel (Sports Commentator, Team 33 Production)
22. Taiwo Kafilat (Data Journalist, Media Trust Group)
23. Thomas-Odia Ijeoma (Editor, The Guardian Woman, The Guardian)
24. Ugwu Amarachukwu Deborah (On-Air Personality, Rhythm 93.7 FM PH) and
25. Ukachukwu Nneka (Editor/Producer, Voice of Nigeria).

Over the years, the MTN Media Innovation Programme has grown into a leading media fellowship in Nigeria, providing participants with access to industry experts, structured mentorship, hands-on learning experiences, and global best practices in media and communication.

The six-month programme commenced on Monday, May 18, 2026. During this period, the fellows will receive intensive education focused on media innovation, digital transformation, strategic communication, storytelling, and leadership development both in Nigeria and during their one-week study visit to South Africa.

MTN reiterates its commitment to supporting journalism and advancing media excellence in Nigeria, while empowering professionals who continue to shape important conversations across the continent.

The report, produced by SquirrelPR, examined how digital news media is performing across 13 African countries, providing insight into audience growth, influence and changing consumption habits.

A panel session titled Winning the Digital Attention War brought experts from media, banking and communications who agreed that the old model of chasing website traffic is under pressure from social media, creators and artificial intelligence.

The session, moderated by Ifeanyi Abraham, PR director, CIG Motors, comprised panellists including Múyiwa Mátuluko, chief executive officer, Techpoint Africa; Rasheed Bolarinwa, head of Brand Marketing and Communications, Polaris Bank; Damilola Bright-Ukwenga, PR and communications professional; and Olufemi Ajasa, online editor, Vanguard Newspaper.

Traffic no longer enough

Mátuluko said media companies should stop trying to be everything to everyone and instead build focused platforms for specific industries.

He said Techpoint is expanding into specialist brands such as finance, energy and agriculture, targeting engaged professional audiences rather than chasing mass numbers.

“We’re taking conversation away from traffic,” he said.

He added that advertisers now care more about credibility and access to the right audience than vanity metrics.

For him, a smaller but trusted niche audience can be more valuable than millions of casual visits.

Brands want conversion, not impressions

Bolarinwa said marketing budgets are now under greater review, with senior executives demanding measurable returns.

He said old benchmarks such as impressions and follower counts are losing importance.

“Nobody’s going to talk about that anymore, conversion, trust and influence.”

He added that brands are already shifting spending toward niche publishers, creators and platforms with stronger communities.

Using Polaris Bank’s digital product launches as an example, he said specialist tech media played a major role in reaching the right market.

Legacy media says journalism still wins

Ajasa defended established publishers, saying strong reporting, community presence and credibility are their biggest strengths.

He said Vanguard still invests in reporters across Nigeria and focuses on solving real audience problems through practical journalism.

He mentioned projects such as flood coverage and cost-of-living reports.

“What we do is journalism, and the fabric of journalism has not changed.”

Ajasa also pushed back against claims that legacy outlets depend on sensational headlines, saying digital operations now combine speed with verification.

“We have built a work system that solves the problem of speed and accuracy, without compromising quality.”

PR industry turns to creators

Bright-Ukwenga said brands now use creators and smaller influencers from the planning stage of campaigns, not as an afterthought.

She said many creators hold stronger trust with followers than larger celebrity influencers.

“The earlier brands begin to look in their direction, the better for that brand, because you would always be in conversations.”

She added that some brands now maintain private circles of trusted creators who can amplify campaigns in a more natural way.

AI changing search, teams and workflows

Artificial intelligence was one of the biggest themes of the session.

Mátuluko said publishers should not panic but adapt quickly.

“AI is not going to replace you. No, it’s basically the person using AI that will replace you.”

He revealed that Techpoint already uses an AI-powered reporter for routine updates, with human editors reviewing output before publication.

Ajasa said AI is also hurting referral traffic from search engines, forcing publishers to build direct audience relationships through newsletters, podcasts and first-party data.

“The search traffic is going down.”

Bolarinwa said AI can improve speed and automate tasks, but originality still matters.

“You can’t compare what I write to what AI will write.”

Warning against dependence on Big Tech

Several speakers warned African media businesses against over-reliance on platforms such as Google, X and TikTok.

Mátuluko said publishers must own direct relationships with audiences through email lists, events, reports, courses and communities.

“We have WhatsApp, we have a newsletter, we have podcasts, but I still want my own audience.”

Bolarinwa added that African companies should begin building stronger home-grown digital platforms.

What RANKED 2027 should track

Panel members at the launch of RANKED 2026 report urged the team to expand future editions to include the creator economy, partnership revenue, events, trust signals and verified analytics.

They also called for stronger measurement of global versus local audiences, warning that percentages alone can distort the scale of a publisher’s reach.

This projection comes from PwC’s newly released Global Entertainment & Media Outlook 2025–2029, which shows a seismic transition in how the industry earns and evolves, powered heavily by artificial intelligence and changing consumer habits.

At the core of this growth is a gap between consumer spending and advertising revenue. While consumer expenditure across E&M is projected to grow at a modest compound annual growth rate (CAGR) of 2%, advertising is surging at 6.1% CAGR, three times faster. 

This shows that the commercial logic of the industry is changing, people may be spending less, but advertisers are spending more to reach them.

AI is driving this growth from several angles. From hyper-personalised targeting across platforms to real-time analytics and automated video editing, artificial intelligence is trimming production costs and enabling producers to deliver content tailored to specific markets in ways that weren’t possible five years ago.

Digital advertising, which made up 72% of the total ad revenue in 2024, is expected to reach 80% by 2029. That growth is being driven by retail media, mobile and social video, and notably, connected TV (CTV) advertising, which is changing traditional broadcast models. 

PwC forecasts that CTV ad revenue will climb to $51 billion by 2029, up from a minor share in 2020, thanks largely to AI-powered personalisation that enables precision targeting across streaming services.

Meanwhile, the video gaming sector is proving to be a revenue juggernaut of its own. By 2029, it is projected to pull in nearly $300 billion, surpassing the combined earnings of the global film and music industries. Much of that growth will be fuelled by in-game advertising, branded content, and the meteoric rise of mobile and e-sports markets.

Some of the most explosive growth is happening outside traditional Western strongholds. Emerging markets like India, Indonesia, and Nigeria are overtaking global averages with CAGRs above 7.5%. In India, internet advertising alone is growing at nearly 16% per year, driven by increasing access to 5G and surging demand for short-form video.

Beyond revenue numbers, AI is becoming integral to the creative process. Scriptwriting, localisation, audience analytics, and video editing are all being automated and optimised, reducing turnaround time and enabling production teams to serve highly segmented audiences without ballooning costs.

Bart Spiegel, Global Entertainment and Media Leader at PwC U.S., said: “There’s certain general macroeconomic pressures on individuals, families and advertising starts to subsidize a lot of that.” 

He added, “[The industry] has always been at the forefront of technological innovation, but companies will need to remain nimble and proactive to embrace the future and satisfy consumers in an ecosystem that rewards creativity and tailored content.”

From policy implications to economic ties, Trump’s re-entry into the White House holds implications for global geopolitics, especially for Nigeria.

This article explores the Nigerian media’s portrayal of Trump’s return to power, the sentiment reflected in the coverage, and the critical role of continuous media monitoring and intelligence for policymakers, businesses, and global brands operating in Nigeria.

Nigerian media has been abuzz with discussions ranging from Trump’s controversial policies during his first term to speculations about what his leadership could mean for Africa.

During the inauguration, notable themes of economic revival and national pride were underscored, with Trump promising a “golden age“ for America.

(NPR.org) Yet, Nigerian outlets have cautiously emphasized the risks his leadership might pose to U.S.-Africa relations, focusing on issues like trade, immigration, and foreign aid.

Nigerian media monitoring and intelligence consultancy P+ Measurement Services have identified a few critical trends in Trump-related coverage within Nigeria:

1. Media Exposure Share: Analysis shows that 58% of the stories about Trump’s inauguration and its potential impact on Nigeria appeared in major print and online publications such as The Guardian Nigeria, daily.ng, and ThisDay.

Broadcast media accounted for 29% of coverage, while social media discussions made up the remaining 13%. This distribution underscores the importance of print and online platforms in shaping public perception and discourse.

2. Sentiment Analysis: Neutral to negative sentiments dominated the narrative, with 62% of analyzed articles adopting a cautious tone. Coverage focused on concerns over Trump’s history of unpredictable policies, trade wars, and his limited engagement with Africa during his previous term. Positive sentiment accounted for just 21%, largely emphasizing hopes for improved trade relations or potential policy shifts favouring Africa.

3. Earned Media Performance: Media intelligence from P+ Measurement Services highlights that Nigeria generated significant earned media exposure about Trump, with mentions of “Nigeria” in U.S. inauguration coverage up by 19% compared to Biden’s inauguration four years ago. However, much of this media engagement stemmed from concerns rather than optimism.

4. Reputation and Policy Context: Trump’s first presidency saw restrictions on immigration and limited engagement with African development initiatives.

Many Nigerian commentators fear his return could amplify these challenges, particularly around visas, trade agreements like AGOA, and strategic defense collaborations.

The results emphasize the necessity of continuous media monitoring and intelligence for three key stakeholder groups in Nigeria:

• Policymakers: Nigerian government officials must leverage near-real-time media analysis to understand policy shifts in Washington and how they impact Nigeria. With the U.S. being a major trading partner, monitoring Trump’s statements, speeches, and executive orders can provide early warnings about potential changes to tariffs, sanctions, or aid structures. Policymakers can use this data to craft timely responses and maintain Nigeria’s strategic positioning on the global stage.
• Corporate Brands in Nigeria: Companies engaged in sectors such as agriculture, oil and gas, and technology must monitor global economic trends sparked by Trump’s policies. For example, renewed energy dominance strategies by the U.S. may disrupt Nigeria’s crude oil exports. Similarly, stricter immigration laws could limit talent mobility for Nigerian tech firms with global ties.
• Global Brands Operating in Nigeria: Multinationals like Procter & Gamble, MTN Nigeria, and The Coca-Cola Company must consider how Trump’s “America First” policy could impact supply chains, investments, and partnerships. Continuous media sentiment tracking within Nigerian media offers these brands valuable insights into local consumer behaviour and reputation management in response to U.S. policy shifts.

As we look ahead, Trump’s policies and their global implications will continue to shape media narratives in Nigeria.

Nigerian stakeholders—across public and private sectors—must remain agile, leveraging insights derived from structured media intelligence to safeguard their interests and anticipate changes effectively.

*Philip Odiakose is a leader and advocate of PR measurement, evaluation and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR and AMCRON