The Chairman of Brila Media Group, Dr Larry Izamoje, has urged students of the Nigeria Institute of Journalism (NIJ), Lagos, to embrace the hard work required to succeed in a saturated market and competitive media industry.
He made the call at the 31st Professional Forum of the institute with the theme “Standing Out in a Saturated Market” held on Wednesday, June 4, 2025.
According to him, the real distinction comes from consistent effort, personal discipline, and an early commitment to professional development.
“Don’t play now and pay later. Pay now and play later,” he declared, quoting renowned leadership author John C. Maxwell.
Addressing the faculty and students at the Kessington Adebukunola Adebutu Media Resource Centre, Dr. Izamoje stressed the importance of values, sacrifice, diligence, and purpose-driven growth.
While noting that marketing saturation is a point at which the market is not generating new demand or generating less demand for a company’s product or services, and when more is not merrier, he said what is required to stand out is to have a unique selling proposition.
Like many other services that have been wiped off or almost due to new unique features, he said writers, broadcasters, researchers and other media-related professionals are also threatened.
In Nigeria, there are many writers, analysts, and broadcasters, but you must be different if you want to excel and stand out. There is something in you that has to be awakened,” he said.
He recalled his career journey that led to the launch of Brila FM, Nigeria’s first all-sports radio station, including having a 15-minute daily morning FM sports programme on the Ogun State Broadcasting Corporation (OGBC) when many thought it was not feasible because it had not been done before.
Other things he said his station has done differently over the years that have kept it in the top position of reporting sports include:
“No FM station was doing a daily morning sports programme at that time in 1993.
“When Nigeria qualified for the 1994 U.S.A. World Cup, we started a daily World Cup countdown programme before anyone could think of it.
“When sports programming became popular, we started an all-sports radio station (Nigeria’s only at that time and Africa’s first).
“International partners for brand re-reinforcement.
“The ex-football international effect with former Super Eagles, West Brom and PAOK defender, Ifeanyi Udeze.
“ Dropped the Premier League commentaries to take up a bigger Football Live package featuring all the top leagues in Europe to meet customer needs.”
To stand out from the crowd in a saturated market, including the media, Izamoje suggested the following steps:
*Win the war of words… they say the market is saturated, say it is not. It’s your word against theirs.
* Create your niche. Your Unique Selling Point.. Be an original in the saturated field, e.g. Sports Radio 88.9 Brila FM.
* Make it a problem-solving niche.
* Get able missionaries/experts.
* Always reinforce the brand… VOA, Sky Sports, Football Live, etc.
* Watch out for potential threats/copycats.
* Make your brand easily available/accessible.
He also explained the eleven Ps for excelling in a saturated marketing covering being passionate, proclaiming, projecting, planning and persisting.
Others are practising, preserving, being positive, praying and praising.
During question time, students engaged him on issues like media innovation, branding, and career longevity. He offered practical advice and encouragement, requiring them not to give up trying and to start early to test out their ideas.
NIJ Provost, Mr Gbenga Adefaye, thanked Izamoje for generously sharing his experience and inspiring the students to know what they need to do as they prepare to graduate to seek employment or start their own companies.
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