What if a media professional’s next big career breakthrough is not a job offer but a business they create? That was the inspiring message delivered by the West Africa Broadcast and Media Academy (WABMA) as it inducted 87 students into its fourth-quarter training programme, challenging them to turn their professional skills into profitable ventures and sustainable careers.
The induction, held in Abuja, brought together aspiring media practitioners from Nigeria, Liberia and Ghana for a five-week programme designed to strengthen their professional competence and prepare them for opportunities in the evolving media industry.
WABMA Rector, Dr Ken Ike Okere, said the Academy remained committed to producing skilled professionals who could meet the changing demands of the industry. He urged participants to uphold professional ethics and become worthy ambassadors of the institution after graduation.
Dr Okere noted that artificial intelligence and digital platforms were transforming how information is produced, distributed and consumed, increasingly challenging the traditional gatekeeping role of conventional media organisations. However, he cautioned that access to technology alone does not make someone a professional, emphasising the need for continuous learning, ethical conduct and the practical application of knowledge.
The Academy’s Executive Director of Business Development, Mike Yawe, reinforced this message during a presentation titled “Turning Media Skills into Business Opportunities, Professional Excellence and Career Success.”
Yawe explained that success in today’s media industry requires more than academic qualifications or years of experience. He encouraged participants to look beyond conventional employment and recognise their potential to become entrepreneurs, consultants, employers and innovators.
According to him, skills in journalism, broadcasting, digital marketing, content creation, public relations, graphics design, video production and strategic communication can open doors to independent businesses, consultancy services and other income-generating opportunities.
He described WABMA as a finishing school for media professionals, offering practical, industry-focused training that refines existing abilities and prepares participants for emerging opportunities.
“At WABMA, we believe that talent may open the door, but competence, continuous learning and professional excellence keep it open,” Yawe said.
He challenged the inductees to consider what new skills they would acquire, which business opportunities they could identify, what professional relationships they could build and how they could use their training to advance their careers or create opportunities for others.
Beyond classroom learning, WABMA also highlighted its internship programme with partner media organisations, through which graduates can gain practical industry experience and demonstrate their abilities. Participants who perform creditably stand a chance of securing employment with participating organisations.
The Academy also offers corporate training, having engaged organisations including the United States Consulate in Lagos, the Ford Foundation, the Economic and Financial Crimes Commission (EFCC), the Raw Materials Research and Development Council (RMRDC) and Media Trust Group.
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Meanwhile, Registrar Mrs Chidiebere Njoku urged the students to take the five-week programme seriously, engage actively with facilitators and build meaningful professional relationships. She also highlighted the Academy’s flexible learning opportunities across its Abuja, Enugu and Lagos campuses, including online, in-person and hybrid options.
The induction also showcased WABMA’s growing regional appeal, as students from Liberia and Ghana praised the conducive learning environment and atmosphere for professional development. The gathering ended with a lively social moment, bringing facilitators and participants together through music, dancing and networking.
With 87 students inducted across its three campuses, WABMA is positioning the programme as an opportunity for aspiring media professionals to transform their talents into practical skills, stronger professional networks and viable business opportunities.
