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Obidiegwu set to reposition ABS for more profitable programming



VETERAN  broadcaster and versatile Master of Ceremonies, Chido Obidiegwu says his advent as the new Managing Director and Chief Executive Officer of the Anambra Broadcasting Service (ABS) will catapult the establishment to a whole new level of prominence in the broadcast industry. 

  Mr Obidiegwu, who spoke with our correspondent in his office at the ABS complex, Awka, shortly after a brief handover ceremony, said he didn’t come to rebrand ABS but to refresh the brand to meet the needs of ndi Anambra, especially as it concerns content development. 

  Although he said the editorial policy of the state broadcasting house will be respected and observed hook, line and sinker. He was equally of the opinion that his 35 years’ experience of integrated marketing communications, as well as his solid educational foundation would be brought to bear on the new ABS that has emerged with the new administration in the state. 

  He said:”  In the last 35 years, I have been in the practice of advertising, public relations, integrated marketing communications and I rose to managerial level in the outfits before I joined Minaj Broadcast International (MBI). 

  At Minaj Broadcast International, I was Manager Content Development.  So I am coming with a very strong background of content. So we will look at the content here and do a survey to identify what is lacking in our content using the professionals we have in-house and also some former colleagues in the industry. 

  When we have taken care of content, we will now move on to marketing. I was privileged to have worked with some international brands like MTN, Etisalat, Diamond Bank, old Hallmark Bank and some others.

  So my experience in advertising and integrated marketing communications will be brought to bear on my new appointment.

  ” Obidiegwu however stressed that when the content and marketing aspects of his mission to ABS have been addressed, the next thing would be to change the attitudes of staff to work. He said he wants to refresh the ABS brand in line with the mandate given to him by the governor to create a liveable, prosperous, smart, clean and green city state through good contents and quality programming. 

  He said his headship of the state broadcast station would produce a media organisation where people will do broadcasting responsibly, professionally and profitably; showing commitment, passion and responsiveness to work. 

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