MY CANDID OPINION: Why Many Broadcasters Are Struggling to Succeed
As a broadcaster with years of experience, I have watched a troubling trend grow in the media industry, and I think it’s time we talked about it.
Despite the passion, talent, and hard work many broadcasters put into their jobs, very few seem to be hitting the mark financially or professionally. The big question is: Why?
Though grace differs, in my candid opinion, and I repeat, my candid opinion, one major reason is the constant movement of broadcasters from one location to another. What I might call “jumping from tree to tree.” While it’s good to search for greener pastures, I believe this should be done with careful thought and planning. He who fails to plan, plans to fail.
These days, it’s common to see broadcasters work at two, four, or even five stations within just one, two, or three years. But let’s pause and think: how do you expect to build stability when you’re always starting over?
Today you’re in Osun, tomorrow in Ibadan, next year in Akure. With every move, you leave behind the audience you’ve started to grow, the relationships you’ve built, and the financial progress you’ve made.
Meanwhile, the time, energy, and money spent relocating could have been invested in something more meaningful—maybe buying land to build a house, starting a side hustle, or building your personal brand in one stable location. But for most of us, it’s the figure of the new wage that matters—not the realities surrounding the money or the challenges that might come with it.
It’s time to ask yourself: What have you been able to achieve with your “Ajala travel” lifestyle and the added wages over the last 10 years?
In my opinion, consistency pays off. But when you’re always on the move, you never truly settle or give yourself a chance to grow roots. The funniest part is, many broadcasters think they’re building their CV or gaining fame through this constant moving. That may be true, but we forget that real achievement is what matters most. Fame without money is shame. I repeat: a big shame.
We need to ask ourselves: what’s the benefit of being popular, being celebrated here and there, and yet having no kobo in your pocket?
It’s saddening that after 10, 15, 20, or more years in the industry, many of us are still struggling to make ends meet with our families. We can’t even confidently say, “This is how far God has brought me.” That has to change. Broadcasters are not meant to be poor.
How do we expect to succeed with the salaries we’re earning? Let’s break it down. A broadcaster with a family, earning ₦100k to ₦200k in Lagos or elsewhere, might need to rent a house for his family where they live and another near his workplace. That’s double rent every year, excluding school fees, feeding, and other expenses. And you expect to succeed with that? It will take a miracle, walahi.
In fact, many broadcasters live a luxurious lifestyle simply because they believe they are public figures, forgetting what the Yoruba say:
“Eni tí ò là tóún ṣe bí olólà, àpakùn ìṣé ni sir.”
(He who is not wealthy but behaves like the wealthy is a polished version of poverty.)
We need to wake up, guys. We can’t succeed like this.
Beyond that, another big issue is that many broadcasters limit themselves to just being on-air personalities. But in today’s media world, that’s not enough. It’s time to think beyond the mic. What other skills or ventures can support your passion? Jingle voicing, MC jobs, starting a small business—these are ways to diversify and build multiple income streams to succeed.
In conclusion, while the hustle is real, we need to understand that it’s not just about moving, it’s about moving wisely.
Stay focused, stay consistent, and be strategic.
Success in broadcasting today requires more than talent. It requires patience, planning, and the courage to stay grounded long enough to grow. Those calling you here and there don’t love you for real. They only need your talent to build theirs and will dump you with your problems later.
If you don’t build your own dream, someone else will keep using your talent to build theirs, and you’ll be left with nothing in the end.
Wise up.
Just my candid opinion.
