The newly elected President of the Ghana Independent Broadcasters Association (GIBA), Mr. Abdulai Awudu, has delivered a strong message to Ghanaian broadcasters: innovate or risk being left behind in today’s fast-evolving media world.
Speaking during his inaugural address, Mr. Awudu emphasized that the era of relying solely on transmitters and traditional broadcasting is over. He noted that the future of media lies in digital transformation, data-driven storytelling, and audience-centred engagement.
“Streaming platforms, AI-generated content, podcasting, and mobile-first consumption are no longer trends, they are the new reality,” he declared. “We must innovate not as a luxury, but as a matter of survival.”
Mr. Awudu revealed that under his leadership, GIBA will prioritize digital training, innovation, and strategic partnerships to build the capacity of broadcasters and producers nationwide. He explained that the association aims to equip all media professionals, from engineers and editors to marketers and producers, with the tools and skills needed to thrive in a modern digital environment.
“Broadcasting today is a collaborative ecosystem. Every player in the media value chain must be empowered to adapt to the digital era,” he said.
As part of his agenda, Mr. Awudu announced plans to collaborate with international organizations to strengthen Ghana’s digital transition and ensure that local broadcasters remain competitive both at home and on the global stage.
He concluded by urging broadcasters to embrace technology not as a threat but as a catalyst for creativity, encouraging them to leverage new media tools to reinvent storytelling and broaden their reach.
“Technology gives us the power to tell our own stories better and to connect with audiences everywhere,” he affirmed. “Innovation is not optional, it is our path to sustainability.”
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