Media Trust Limited has taken a significant step toward bridging the gap between academia and the evolving media industry by engaging the Faculty of Communication and Media Studies at the University of Maiduguri (UNIMAID) to enhance the quality of journalism training.
During a visit to the institution, Media Trust’s Editorial Director, Malam Ibrahim Shehu Adamu, stated that the initiative aims to strengthen decades-long partnership and explore innovative ways of producing market-ready graduates equipped to face modern industry realities.
The longstanding collaboration between the two institutions has a rich history, previously yielding automatic employment for best-graduating students, scholarships for female medical and nursing students, and internship placements.
Emphasizing the necessity of updating university curricula to reflect the rapid transition toward digital media, Shehu pointed to Media Trust’s pioneering ‘converged digital newsroom’, the first of its kind in West Africa, which integrates print, television, radio, and online operations under a single roof.
‘The whole concept of saying that I’m a print journalist, TV journalist, or radio journalist is gone. You have to have all the skills for you to operate in that newsroom,’ he said.
Shehu added that Media Trust was ready to support UNIMAID through webinar training for students, mentorship programs, and facility visits for lecturers to help keep them abreast of modern digital demands.
Addressing the broader challenges facing conventional media, including shrinking print markets, the rise of Artificial Intelligence (AI), and talent retention, Shehu revealed a strategic shift in the company’s recruitment.
While Media Trust has traditionally hired top graduating students, many often lack enduring passion and leave the industry for more lucrative sectors.
Consequently, the media house is pivoting toward a graduate trainee program tailored for individuals driven by a genuine passion for the profession.
Responding to these insights, the Dean of the Faculty of Communication and Media Studies, Prof. Abubakar Mu’azu, noted that the faculty was striving to design programs relevant to current market demands.
He, however, expressed concern over the Nigerian Universities Commission’s (NUC) unbundling of the Mass Communication department.
He warned that rigid specialization rules could disadvantage graduates at a time when employers are actively seeking versatile, bundled skill sets.
‘We have nothing against specialization, but the specialization that will put our students at a disadvantage when the industry is looking for graduates with the bundled skills should be avoided,’ Mu’azu said, advocating for greater university autonomy in designing course contents that prioritize digitalization.
The Head of the Mass Communication Department, Dr. Abdulmutallab Abubakar, lauded the timing of the visit as a mutual learning opportunity.
He advised Media Trust to establish a dedicated research unit in partnership with academic institutions to investigate industry trends, staff retention, and sustainable business models.
Abubakar also noted that UNIMAID boasts a strong community of former Daily Trust staff now serving in academia who are willing to offer pro bono support to help the media house enhance its content and business sustainability.
Echoing these sentiments, other faculty members, including Dr. Sharafa Dauda, urged Media Trust to create pathways for Mass Communication students to gain practical publishing experience before graduation, noting that student journalists often struggle to see their work published, which can impact their academic journey.
Both institutions concluded the visit by reaffirming their commitment to fostering a stronger synergy, ensuring that the next generation of Nigerian journalists is well-equipped to navigate the digital age, artificial intelligence, and the evolving demands of the global media landscape.