Media chief warns traditional radio stations against dull content

A media executive, Mr Femi Obong-Daniels, has warned that radio stations risk becoming irrelevant if they fail to adapt to changing audience habits in the digital era, stressing that the biggest threat to the industry is not social media but uninspiring content.

Obong-Daniels, who is the General Manager of Cool FM, Wazobi FM and Nigeria Info, made the assertion on Monday while delivering a keynote address at the 10th anniversary celebration of LASU Radio 95.7FM, the campus radio station of Lagos State University.

The event, held at the Femi Gbajabiamila Conference Centre on the university’s main campus in Ojo, Lagos, brought together broadcast industry leaders, academics, students and media professionals to discuss the future of campus broadcasting in a rapidly evolving digital environment.

Speaking on the theme, “Campus Radio in the Digital Era: Celebrating the 10th Anniversary of LASU Radio,” Obong-Daniels said radio must evolve beyond traditional terrestrial broadcasting if it hopes to remain relevant in an age dominated by digital platforms.

The keynote address was delivered on his behalf by Mr Chuma Nnoli, Head of Sports at Cool FM, Wazobia FM and Nigeria Info.

“The biggest question facing radio globally today is whether radio can still matter in the digital era. My answer is simple: yes, but only if radio understands that the world has changed permanently,” he said.

According to him, the rise of social media platforms, podcasting, streaming services and artificial intelligence has fundamentally altered how audiences consume information and entertainment.

“The real threat to radio is not social media; it is boring radio. The danger is not digital media; the danger is irrelevant broadcasting,” he stated.

He noted that modern radio stations must transform into multimedia content hubs capable of engaging audiences across various digital platforms.

“Radio can no longer exist only on radio. A modern radio station is now a content ecosystem, a social media brand, a podcast platform, a livestream hub, a community builder and a digital conversation engine,” he added.

Obong-Daniels described campus radio stations as critical training grounds for the next generation of journalists, broadcasters, content creators and communication professionals.

“Campus radio is not merely training broadcasters; it is shaping communicators, thinkers, creators, journalists, digital strategists, influencers and civic voices. LASU Radio is not simply producing presenters; it is producing future media architects,” he said.

He urged students to acquire skills in podcasting, digital storytelling, audience engagement, branding, content creation and the use of artificial intelligence tools, noting that the future media landscape would increasingly reward versatility and innovation.

The media executive also challenged LASU Radio to strengthen its digital presence through podcasting initiatives, multimedia production, content archiving, creator development programmes and strategic industry partnerships.

“LASU Radio should aim not merely to be a campus station; it should aim to become a recognised media innovation hub in Nigeria,” he said.

The anniversary celebration attracted the Vice-Chancellor of Lagos State University, Professor Ibiyemi Olatunji-Bello, members of the university management, media practitioners and industry stakeholders.

The event also featured a panel discussion on the future of campus broadcasting, with participants examining the impact of emerging technologies on journalism and broadcasting as well as opportunities available to young media professionals.

Over the last decade, LASU Radio has served as a practical training platform for students of communication and media studies while contributing to information dissemination, education and community development within and outside the university community.

Stakeholders at the event reaffirmed the need for innovation and digital transformation as the station begins its second decade of operation.