The city of Abidjan came alive on 19 June 2025 as broadcasting executives, government officials, and industry stakeholders gathered for the 16th General Assembly of the African Union of Broadcasting (AUB).
This year’s assembly, themed “Developing Media: Strategies for Financial and Technological Resilience, and Innovative Content,” is shaping up to be a critical forum for reshaping Africa’s broadcasting future in the face of financial pressures and rapid digital transformation. Prime Minister Mambé used his keynote address to remind delegates of the media’s transformative power. “Media is more than a communication tool—it is a lever for national development. You, the professionals, are key to ensuring it remains a driver for positive change,” he said, urging delegates to engage in meaningful dialogue and collaboration.
Cléophas Barore, President of the AUB Executive Council, painted a sobering picture of the industry’s financial landscape. “Every day, African broadcasters grapple with limited funding, increasing competition from global media giants, and shifting audience habits. We need bold, innovative strategies to survive and thrive,” he said.
Echoing the call for modernisation, Amadou Coulibaly, Côte d’Ivoire’s Minister of Communication, emphasised the need for broadcasters to move with the times. “Your audience has shifted online. To reach them, we must fully embrace digital platforms—social media, OTT, podcasts—and lead with stories that reflect who we are,” he said, challenging broadcasters to place African identity at the heart of their content strategies.
Participants also explored an exhibition showcasing new technology, content creation, and delivery tools, fostering connections and collaborations across borders.
