As technological disruption continues to reshape the global communication landscape, media professional and Chairman of the Plateau Bloggers and Online Media Association (PLABOMA), Matthew Tegha, has called on journalists and digital creators to adopt adaptive strategies in order to remain relevant and financially sustainable.
Tegha made the submission as a keynote speaker at the maiden edition of the Creative Conclave 1.0 Conference, held at the Red Chambers Hall, University of Jos. The event, convened by Gideon Adebisi in collaboration with the University of Jos Students’ Union Government (SUG), brought together media stakeholders, creative entrepreneurs, and students under the theme “Convergence.”
Smartphones and the Collapse of Traditional Gatekeeping
Speaking on the topic “How to Adapt to a Changing Landscape of the Media Space,” Tegha noted that the media industry is evolving rapidly due to the rise of digital journalism, social media storytelling, and artificial intelligence.
He observed that media distribution is no longer restricted to traditional platforms such as television, radio, and print media, as smartphones and mobile internet have effectively turned every user into a potential broadcaster.
According to him, the real challenge for media practitioners is no longer the existence of change, but how to remain relevant within it.
“The question before us is no longer whether the media space is changing,” Tegha said. “The real question is: how do we remain relevant, credible, visible, impactful, and financially sustainable in this rapidly changing environment?”
The Tegha Framework for Modern Media Practice
Tegha outlined key strategies for surviving and thriving in the evolving digital ecosystem, urging practitioners to commit to continuous learning and adaptability.
He stressed the importance of multi-skilling, noting that modern media professionals must move beyond single-skill specialisation to combine writing, multimedia production, editing, and search engine optimisation (SEO).
He also highlighted the need for creators to understand platform behaviour, explaining that different digital spaces require different storytelling approaches, with TikTok favouring short-form content, YouTube supporting long-form narratives, and LinkedIn prioritising professional discourse.
On artificial intelligence, Tegha encouraged practitioners to embrace AI as a supportive tool rather than a threat, noting that while technology can automate tasks, it cannot replace human judgement, ethical reasoning, and emotional intelligence.
He further advised digital creators to diversify their income streams through sponsorships, consulting, newsletters, and content licensing in order to achieve financial stability.
Bolaji Warns Against Sacrificing Depth for Virality
Another speaker at the conference, media practitioner Pedro Bolaji, urged creators to prioritise originality and depth over chasing online trends.
He cautioned that while fast-paced content dominates today’s media space, audiences still value well-researched and meaningful storytelling.
“While fast-paced news is now highly consumed, the audience consciously or unconsciously still seeks round, in-depth information,” Bolaji said.
He further advised creators to remain focused on long-term goals, adding, “Don’t let trends derail you. You can’t feature in the future if you don’t have a picture.”
Emphasis on Credibility in the Digital Age
A key consensus among speakers was that credibility remains the most valuable currency in modern media, especially in an era increasingly affected by misinformation and AI-generated content.
The conference concluded with participants encouraged to combine authenticity with innovation in order to bridge local storytelling practices with global digital standards.
The Creative Conclave 1.0 was described as a significant step forward for the local creative industry, equipping participants with practical insights to navigate the evolving media environment.