Feature/OPED
From Pixels to Popularity: The Impact of Technology on Media Consumption

Introduction:
The landscape of media consumption has undergone a significant transformation in recent years, thanks to advancements in technology. The rise of NordensTV digital media, streaming services, social media platforms, and mobile devices has revolutionized the way we access and engage with content. This article explores the profound impact of technology on media consumption, from the shift towards digital platforms to the emergence of influencers and the challenges faced by content creators.
The Evolution of Technology in Media Consumption
The Rise of Digital Media
The advent of digital media marked a turning point in the way people consume content. With the proliferation of smartphones, tablets, and personal computers, accessing news, entertainment, and information became more convenient and instantaneous. Traditional media outlets quickly recognized the need to adapt to the digital age, leading to the establishment of online platforms and the integration of multimedia elements.
Streaming Services and On-Demand Content
The rise of streaming services, such as Netflix, Hulu, and Amazon Prime Video, has revolutionized the way we watch television shows, movies, and documentaries. These platforms offer on-demand content, allowing viewers to access their favorite shows anytime, anywhere. The convenience of streaming services has led to a decline in traditional television viewership and a shift towards personalized entertainment experiences.
Social Media and User-Generated Content
Social media platforms, such as Facebook, Instagram, Twitter, and YouTube, have transformed media consumption by giving individuals the power to create and share content. User-generated content has become increasingly popular, with people sharing their opinions, experiences, and creativity with a global audience. This democratization of content creation has challenged traditional media channels and empowered everyday individuals to become influential voices.
The Influence of Technology on Traditional Media
The Decline of Traditional Television
Traditional NordensTV television networks have faced significant challenges due to the emergence of digital platforms. Viewers now have a wide range of options, including streaming services, online video platforms, and even social media live streams. The decline in traditional television viewership has forced networks to rethink their strategies and adapt to changing audience preferences.
Print Media in the Digital Age
The print media industry has also experienced a profound impact from technology. As more readers turn to digital platforms for news and information, newspapers and magazines have had to establish their online presence and develop new revenue models. However, the tactile experience of reading a physical newspaper or magazine still holds appeal for some, and print media continues to find ways to coexist with digital alternatives.
The Transformation of Radio
Radio has undergone a significant transformation in the digital age. With the advent of podcasting, internet radio, and music streaming services, listeners now have access to a vast array of audio content. Podcasts, in particular, have gained immense popularity, allowing individuals to explore niche topics and listen on their own schedules. The radio industry has adapted by embracing digital platforms and integrating them into their programming.
Changing Audience Behavior and Consumption Patterns
Mobile Devices and On-the-Go Entertainment
The widespread adoption of smartphones has given rise to on-the-go entertainment consumption. With the power of a computer in their pockets, people can watch videos, listen to music, and browse social media while commuting or traveling. Mobile apps have become a central hub for media consumption, offering seamless experiences tailored to the capabilities of mobile devices.
Personalized Recommendations and Algorithms
Technology has enabled personalized recommendations and algorithms that curate content based on user preferences and behaviors. Streaming platforms, social media, and online stores utilize sophisticated algorithms to suggest relevant content to users, increasing engagement and creating a more tailored experience. This level of personalization has transformed how we discover and consume media.
Interactive and Immersive Experiences
Technological advancements, such as virtual reality (VR) and augmented reality (AR), have opened up new possibilities for interactive and immersive media experiences. VR allows users to step into virtual worlds, while AR overlays digital elements onto the real world. These technologies have the potential to revolutionize storytelling, gaming, and advertising, providing audiences with more engaging and immersive experiences.
The Power of Social Media and Influencers
The Rise of Social Media Platforms
Social media platforms have become influential hubs for content creation, discovery, and engagement. Platforms like Instagram and YouTube have given rise to a new breed of celebrities—social media influencers—who have amassed large followings and wield considerable influence. Social media has become a powerful tool for connecting with audiences, promoting content, and building communities.
The Impact of Influencer Marketing
Influencer marketing has emerged as a highly effective strategy for brands to reach their target audiences. By partnering with influencers, brands can leverage their authenticity and credibility to promote products or services. Influencer collaborations often result in more organic and relatable marketing campaigns, as influencers connect with their followers on a personal level.
User Engagement and Viral Content
Social media has revolutionized the way content spreads and engages audiences. Viral content can quickly gain widespread attention and reach millions of people in a short period. The power of user engagement and sharing has enabled content creators to catapult to fame and generate significant exposure for their work.
Challenges and Opportunities for Content Creators
Content Saturation and Attention Economy
The digital landscape is saturated with content, making it challenging for content creators to stand out. With millions of videos, articles, and social media posts vying for attention, capturing the audience’s interest requires creativity, quality, and strategic promotion. Content creators must navigate the attention economy and find innovative ways to engage their target audience.
Monetization and Revenue Streams
While technology has opened up new avenues for content creation, monetizing that content remains a significant challenge for many creators. Traditional revenue streams, such as advertising and sponsorships, have evolved with the digital age, but new models are continuously emerging. Content creators need to diversify their revenue streams, explore crowdfunding platforms, and build sustainable business models.
Adaptation to Changing Platforms and Formats
Technology is ever-evolving, and content creators must adapt to new platforms, formats, and trends to stay relevant. From vertical videos optimized for mobile viewing to short-form content on platforms like TikTok, creators must be agile and adaptable. Keeping up with changing consumer preferences and technological advancements is crucial for sustained success.
Conclusion
Technology has transformed media consumption, from the rise of digital platforms to the power of social media influencers. The way we access, engage with, and create content has been revolutionized by advancements in technology. While challenges exist, content creators have unprecedented opportunities to reach and connect with global audiences. As technology continues to evolve, the media landscape will continue to shape-shift, presenting new possibilities and challenges for content creators.
FAQs
- How has technology impacted traditional media? Technology has disrupted traditional media by introducing digital platforms, streaming services, and user-generated content. Traditional television, print media, and radio have faced challenges in adapting to changing audience preferences and the rise of digital alternatives.
- How has social media influenced media consumption? Social media platforms have become influential in content creation, discovery, and engagement. Social media influencers have emerged as powerful voices, and user engagement and viral content have transformed how information spreads.
- What challenges do content creators face in the digital age? Content creators face challenges such as content saturation, the attention economy, and the need to monetize their work. They must adapt to changing platforms and formats and find innovative ways to engage their target audience.
- How has mobile technology affected media consumption? Mobile devices have enabled on-the-go entertainment and personalized media experiences. Users can access a wide range of content through mobile apps and receive personalized recommendations based on their preferences.
- What is the future of media consumption in the digital age? The future of media consumption will continue to evolve with advancements in technology. Virtual reality, augmented reality, and immersive experiences are expected to play a significant role. Content creators will need to stay agile and adapt to emerging platforms, formats, and trends.
Feature/OPED
Of Mandate Group, Delta Unity Group and Delta 2027

By Jerome-Mario Utomi
The April 12, 2025, defection of members of the Delta Unity Group (DUG) to the All Progressive Congress (APC) signposts a major political shift in Delta’s politics.
Pundits believe that the Peoples Democratic Party (PDP) which presently controls the state needs a miracle to win Delta’s 2027 governorship election given the massive haemorrhage that has hit it. Essentially, the over 10,000 members of the DUG and their supporters who defected to the APC were made up of seasoned grassroots PDP chieftains.
The defectors were received by the National Chairman of the All-Progressive Congress (APC), Mr Abdullahi Umar Ganduje, Governor Monday Okpebholo of Edo State, and the Chairman of the Governing Board of the Niger Delta Development Commission (NDDC), Mr Chiedu Ebie, alongside other notable political figures in Delta State.
So far, Deltans are enamoured by the significant political shift with many describing the development as a political earthquake which was long overdue. Because of its grassroots orientation, political analysts have likened the DUG to the Mandate Group, an independent political pressure group that midwifed the election of Mr Bola Tinubu, now President, as Lagos State Governor in the late 1990s.
In the run up to the 2023 presidential election, among so many objectives, the group was primed and positioned to defend President Tinubu’s mandate and promote democracy, unity, justice, and liberty in Nigeria, mobilize support for him and Vice President Kashim Shettima’s administration, Promote Unity and Justice: Foster national unity, justice, and liberty for all Nigerians among others.
The Mandate Group which has established structures in all 36 states, with plans to launch state chapters and currently have 580,000 members in Lagos and aim to reach 40 million members nationwide within the next 12 months, targets various segments of society, including: Students, Workers, Artisans, Teachers, Fishermen, Farmers and Women.
In like manner, the DUG has emerged as a third force in Delta State politics. Although it is not a new body, it has, over the years, been quietly bestriding Delta’s political landscape for the good of the state. Call it a third force in the politics of Delta State, and you won’t be wrong because, from all ramifications, that is what DUG represents.
DUG is by no means a political party, but, as the name implies, it is a Delta State based political pressure group convened a few years ago by the selfless, foresighted and influential trio of Mr Olu-Tokunbo (Lulu) Enaboifo, Mr Chiedu Ebie and Sir Itiako (Malik) Ikpokpo.
Their aim and dream were to establish a political pressure group with an agenda to modernize Delta State and also serve as the brain box of the campaign platform of Olorogun David Edevbie, who was vying for the governorship candidate of PDP towards the 2023 gubernatorial election.
Even though the aspiration ended with the Supreme Court ruling in favour of Governor Sheriff Oborevwori of Delta State, the DUG remained a strong force that started building gradually on the dream of a modernized Delta State. DUG has an organizational structure of 17 National Executive Council members, a Board of Trustees, and Local Government Executives in all the 25 local governments in Delta State, with Ward Executives in all the wards across Delta State, DUG is deeply rooted in the grassroots of Delta State with its cell-like structures.
Prior to the 2023 election, a wing of DUG, at the Obinoba Declaration, crossed over to APC, where the APC governorship candidate, Mr Ovie Omo-Agege, described them as the intelligent wing of PDP.
The group significantly made a huge difference in the 2023 general elections in Delta State. The DUG members in the Delta North Senatorial District, at that point in time, remained with PDP and after full deliberation and strategizing, opted to support the candidature of the APC governorship candidate and all other candidates of APC, even though they had not formally left the PDP. Consequently, most of them were either suspended or cast away by PDP after the elections.
It was easy to blend and work harmoniously with the progressives due to the progressive mindset of DUG members. After the 2023 general elections in Delta State, DUG members of Ika Federal Constituency continued to align and work closely with the APC to strengthen the party and ensure that it is properly positioned to convert the Ika Federal Constituency to an APC constituency come 2027.
To the glory of God, President Tinubu found DUG’s co-founder/convener, Mr Ebie, fit to chair the Governing Board of the NDDC in 2023. This further gave the DUG more vigor to project the Renewed Hope Agenda of the progressive governance of Mr President. Following this appointment, Ika Federal Constituency became the heartbeat of DUG in Delta State, which has now radiated positively to Ndokwa/Ukwuani and Aniocha/Oshimili Federal Constituencies in Delta North.
This wave, which has led to the massive decamping of members of PDP and the Labour Party into DUG in preparation for absorption into the APC, has also witnessed the reactivation of some dormant APC ambers and the massive welcoming of previously non-partisan and newly retired civil servants into the APC, having witnessed the positive impact of the Renewed Hope Agenda of Mr. President.
Because the group was fully poised for the reconfiguration of Delta State in the progressive fold of the APC, it is therefore, not surprising to witness the humongous crowd that emptied into APC on 12th day of April, 2025 in Agbor, Ika Federal Constituency, Delta State.
Going by the above development, it is obvious that come 2027, Ika nation in particular and Deltans in general shall witness the dethronement of People’s Democratic Party, PDP, in the state and enthronement of a people focused leadership to be formed by the All Progressive Congress, APC, in line with President Bola Ahmed Tinubu’s Renewed Hope Agenda.
Utomi, a media specialist, writes from Lagos, Nigeria. He can be reached via Jeromeutomi@yahoo.com/
Feature/OPED
Piracy in Africa’s Creative Sector: How Creators Can Protect Their Content

Africa’s creative industries, from music and film to fashion, writing, and branding, are experiencing remarkable growth. However, as the sector flourishes, so do the threats posed by piracy and copyright infringement. Without proper protection, creators risk losing the value and recognition they deserve for their original work.
Copyright remains the first and most important line of defence. In many African countries, copyright protection begins automatically once a creative work, such as a song, logo, film, or design, is fixed in a tangible form. This protection can last for the creator’s lifetime, and in most cases, up to 70 years after. Yet, while automatic copyright provides a foundation, official registration strengthens legal standing and can be critical in resolving disputes.
When a creator’s work is used without permission, the violation must be addressed swiftly. Experts advise that the first step is to gather evidence—screenshots, URLS, timestamps, user details, and even data showing engagement or financial gain from the misused content. Proof of ownership, such as original files with timestamps, draft versions, or social media records of earlier uploads, is equally vital.
“Creators should always have proof of ownership ready,” says Frikkie Jonker, Director of Anti-Piracy at MultiChoice. “That could be anything from original project files to old emails or posts. It’s one of the most effective tools in enforcing your rights.”
Once evidence is collected, creators can issue takedown requests through social platforms or send formal cease-and-desist letters to website owners or hosts. Although enforcement processes differ by country, most African nations have copyright laws aligned with global standards like the U.S. DMCA. In many cases, showing credible ownership is enough to have infringing content removed.
If infringement continues or is being done at scale, such as by piracy rings or repeat offenders, creators may need to escalate the issue by reporting it to national copyright commissions or law enforcement. Efforts are also being bolstered across the continent through cooperation under agreements like the African Continental Free Trade Area (AfCFTA), with international bodies like Interpol, Afripol, and WIPO supporting cross-border enforcement.
Preventative measures are just as important. Creators are encouraged to use tools like digital watermarking and content fingerprinting to protect their work from unauthorised use online. Furthermore, smart monetisation strategies, such as YouTube’s Content ID syste,m can allow creators to earn revenue even when their content is reused without prior permission.
By understanding their rights, taking proactive steps to protect their creations, and using available technologies, African creatives can safeguard their work while continuing to build sustainable, long-term careers.
Feature/OPED
A Journey Through Policy: My Personal Experience

By Saifullahi Attahir
If there was ever anything that gave me goosebumps and immense pleasure, it was being surrounded by intellectuals and mature minds absorbing facts and figures about governance, economics, public health, policymaking, national security, and international relations. In such situations I easily lose myself, forgetting almost all other things.
Even at medical school, my best lectures were those with frequent digressions, whereby the lecturer would discuss the pathogenesis of diseases for 30 minutes and later sidetrack into discussing politics, governance, or other life issues. I always enjoyed classes led by Prof. Sagir Gumel, Dr. Murtala Abubakar, Dr. Rasheed Wemimo, Dr. Aliyu Mai Goro, and co.
During such lectures, I often observed some of my colleagues disappointment for such deviation. I rather casually show indifference, for I was eternally grateful for such discussions due to the stimulatory effect they had on my mind.
After such classes, I sometimes followed up with the lecturer, not to ask about a medical concept I did not grasp, but to ask for further explanation on policy making, project execution, budgetary expenditures, why African countries are left behind, and similar pressing issues.
In situations where I can’t catch up with the lecturer, I jotted down the questions for further deliberation.
One of the manifest feature I know about my greediness was at reading books. I can open five different books in a day. I lack such discipline to finish up one before another. I can start reading ‘Mein Kampf’ by Adolf Hitler, and halfway through 300 pages, I would pick up ‘My Life’ by Sir Ahmadu Bello, and would have to concurrently read both until the end.
I often scolded myself for such an attitude, but I can’t help myself. The only way to practice such discipline was to at least read two different books in a day. Such was a triumph in my practice of self-discipline. This was apart from my conventional medical textbooks.
To some of my friends, I was called an accidental medical doctor, but actually it was a perfect fate guided by the merciful Lord that I’m studying medicine.
For it was only medicine that makes reading books easier for you. Although time is precious in this profession, but one finds it easier to do anything you are passionate about. The daily interaction we have with people at their most vulnerable state was another psychostimulant. Seeing humans suffering from disease conditions is heartache. Some of the causes are mere ignorance, poverty, superstitions, and limited resources.
The contribution one can give couldn’t be limited to just prescribing drugs or surgical procedures that end up affecting one person. It’s much better to involve one self in to position that may bring possible change to the whole society even in form of orientation.
What also motivated me more was how I wasn’t the first to traverse this similar path. Bibliophiles were common among medical students and medical professionals.
At international level, the former Prime Minister of Malaysia, Dr. Mahathir Muhammad, was a physician.
Most of the current economic development of Malaysia was attributed to him. The South American revolutionary figure Che Guevara was a physician. Atul Gawande was an endocrinologist, health policy analyst, adviser to former President Obama, campaign volunteer to former President Bill Clinton, and adviser to USAID/WHO on health policies.
Frantz Fanon was another physician, psychiatrist, racial discrimination activist, and political writer. Dr. Zakir Naik was a renowned Islamic scholar, comparative religion expert, and physician.
At the national level, Prof. Usman Yusuf is a haematologist, former NHIS DG, and currently a political activist. Dr. Aminu Abdullahi Taura was a psychiatrist and former SSG to the Jigawa state government. Dr. Nuraddeen Muhammad was a psychiatrist and former cabinet minister to President Goodluck Jonathan.
During ward rounds and clinics, my mind often wanders to enquire not just about the diagnosis but the actual cause of the disease condition; why would a 17-year-old multiparous young lady develop peripartum cardiomyopathy (PPCM)? Why would a 5-year-old child develop severe anaemia from a mosquito bite? Why would a 25-year-old friend of mine develop chronic kidney disease, and his family would have to sell all their belongings for his treatment? Why are our Accident and Emergency units filled with road traffic accident cases? Was it bad road conditions or lack of adherence to traffic laws and orders?
Why are African countries still battling with 19th century diseases like Tuberculosis, filariasis, and malarial infections? Why issues of fighting cervical cancer and vaccination campaigns are treated with contempt in our societies? Why access to basic primary healthcare in Nigeria was still a luxury 50 years after Alma Ata declaration?
The questions are never-ending…
Answers to these questions could be found not in the conventional medical textbooks like Robbins/Cotrand, Davidson, or Sabiston. Answers to these questions are there on our faces. Answers to these questions are tied to the very fabric of our social life, our public institutions, our culture, and our life perspectives.
In order to make any significant contribution towards the betterment of this kind of society, it would be quite easier as an insider rather than an outsider. You can’t bring any positive outcome by just talking or commenting. It was rightly stated that a cat in gloves catches no mice.
The real players in a game are always better than the spectators. A player deserves accolades despite his shortcomings, frequent falls, and inability to deliver as planned theoretically. For the player has seen it all, because so many things in public life are not as they appear. It’s only when you are there that the reality becomes visible. This is the reason why many leaders who have goodwill and enjoy public support appear to have lost track or contributed insignificantly when elected or appointed into office.
But despite all these challenges, one can’t decline to do something good just because something bad might happen. The risk is worth it….
Attahir wrote from Federal University Dutse
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