Media experts, content creators and influencers brainstorm on future of media industry

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Traditional media is under serious threat.

That was the overall consensus at the recently concluded media conference dubbed the ‘Future Media Initiative’ – that attracted over 400 journalists, content creators and influencers from around the world here in Rabat, Morocco.

And so, how can this challenge be averted amidst the emergence of AI, online content creators, and influencers that are currently commanding a bigger presence in the media industry?

Media Influencers from around the World at the conference. (Photo by Fred Kaweesi)

The day-long media engagement was held on Friday at the luxurious Sofitel Rabat Jardin Des Roses Hotel in Rabat.

Organised by a group of young Public Relations professionals, in collaboration with the Royal Moroccan Football Federation (FRMF), the Initiative – the first of its kind in Morocco – was intended to foster dialogue between traditional and digital media, with a focus on football as a catalyst for strategic development.

The theme of the event was “Creativity, Credibility and Connection” in the Age of AI.

Zelkifli R Ngoufonja, who is a Consultant for the Royal Football Federation of Morocco, and the main brain behind the Initiative, sheds more light on the Initiative intended to create a middle ground for all practitioners in the media industry.

Fred Kaweesi with Kenyan celebrated journalist and Brand Influencer Nini Nana Owiti at the conference. (Photo by Fred Kaweesi)

“This is a platform that has been created to give African traditional media, content creators and influencers an opportunity to meet their colleagues from the rest of the World to discuss, exchange idea and pick on the challenges by all of them as we prepare to host the Africa Cup of Nations and the World Cup in 2030 in Morocco,” Ngoufonja told Vision Sports.

“We see that it is a big opportunity for African media to give the world the story that is written and understood by Africans.

“We are used to consuming what we get from the world. Now we want the world to consume what is written by Africans. The future of Africa relies on the stories that are told by Africans and how we tell them,” he pointed.

The inaugural conference had three different panels on the day with expert speakers, who are prominent voices in their respective fields, sharing their views.

The first panel focused on “the 2030 Horizon: New Media Powers and the Emergence of a New Information Order.” The debate focused on the emergence of new media powers by 2030 and the impact of the technological revolution on the emergence of a new information order; the challenges of information sovereignty and the balance of power between traditional media and new digital players.

The second panel focused on: "The younger generation and social networks at the heart of new narratives and the digital public space.” In other words, how are the younger generation and content creators transforming the codes of information through "TikTok," "YouTube," podcasts, and new digital narratives?

Then, the third panel looked at “the role of media and new media in the development of Moroccan football by 2030.”

The Secretary General for the Royal Moroccan Football Federation (FRMF), Tarik Najem, was the guest of honour.

Meanwhile, a number of participants also shared their views regarding the Initiative and experiences in their lines of duty.

Nini Nana Owiti, a celebrated Kenyan journalist and brand influencer, told Vision Sports that: “Today is important because I get to meet different people from different cultures and also exchange notes with what they are bringing to the table. We are also here to build up to the AFCON 2025, and the fact that we are going to host AFCON 2027, we can pick some notes from their book.”

The Morocco Football Federation saluted the initiative.

Omari Khyari, advisor to the president of the Royal Moroccan Football Federation (FRMF). (Photo by Fred Kaweesi)

“Future Media Initiative is a group of young public relations managers who decided it was important to hold a large meeting of content creators and international media. For them, it is important that new media, which are the content creators, can sit down with traditional media; the official media, in order to have an exchange on the possible potential collaboration between these two groups, which are today the groups active in communication,” said Omari Khyari, advisor to the president of the Royal Moroccan Football Federation (FRMF).

Cameroon artist Vanister Enama entertained the participants.