The newly elected President of the Ghana Independent Broadcasters Association (GIBA), Abdulai Awudu, has challenged Ghanaian broadcasters to embrace innovation and digital transformation or risk becoming obsolete in a rapidly changing global media landscape.
In his inaugural address, Mr Awudu said the days of relying solely on transmitters and traditional broadcasting are over, stressing that the future of media rests on digital platforms, data-driven storytelling, and audience engagement.
“Streaming platforms, AI-generated content, podcasting, and mobile-first consumption, these are not trends; they are the new reality. We must innovate not as a luxury, but as a matter of survival,” he said.
He pledged that the new GIBA administration will prioritise training and partnerships to build the digital capacity of broadcasters and producers across the country.
“Broadcasting today is a collaborative ecosystem; engineers, producers, marketers, editors, salespeople, all must be equipped with the skills to thrive in a modern media environment,” Mr Awudu noted.
He also announced plans to partner with international organisations to strengthen the digital transition process and ensure Ghanaian broadcasters remain competitive in both local and international markets.
Mr Awudu urged broadcasters to view technology not as a threat but as an opportunity to reinvent storytelling and expand their reach.