BIMBO OLOYEDE; Iconic Voice in Broadcasting
In 1975, Mrs. Oloyede took her first steps into the world of broadcasting with NBC/TV. Little did she know, she was not just stepping into a studio but into the annals of history. By 1976, as a pioneer member of NTA’s Network News team, she shattered a glass ceiling by becoming the first woman to anchor network news on Nigerian Television. This landmark achievement wasn’t just a personal triumph; it marked a pivotal moment in Nigerian media, paving the way for countless women who followed in her footsteps.
But her journey was more than being a captivating presence behind the news desk. Bimbo Oloyede evolved into a multifaceted media personality – an independent producer, presenter, moderator, and compere.
In the late 1990s, her narrative took a compelling turn. She established The Women’s Optimum Development Foundation (WODEF), an organization that championed the empowerment of women across Nigeria. Her partnership with international bodies like UNFPA, UN Women, UNIC, and USAID underscored her commitment to gender equality and development initiatives. Leading The Global Fund for Women Network in Nigeria, she used her media influence to spotlight issues that mattered, weaving the stories of the unheard and the underrepresented into the national discourse.
Beyond the newsroom, her passion for communication took another form. As the CEO and Lead Consultant at the Strictly Speaking Academy, she has spent the last 25 years moulding minds – from students to diplomats, broadcasters to corporate giants. Her expertise in elocution and public speaking has not only polished numerous voices but also empowered them to resonate with confidence and clarity.
Bimbo Oloyede’s contributions to journalism has earned her widespread recognition, including a lifetime achievement award from the Wole Soyinka Centre for Investigative Journalism in 2015.
She recently turned 70, and we had the opportunity to speak with her about her career, her thoughts on the media today, and her plans for her 70s.
So, what moment from your early career did you believe was pivotal in shaping your path?
Being asked to perform in front of the camera when my assignment was behind the camera changed my career trajectory. At the time, I was an assistant producer in the drama department, and I had no idea that management was planning a new nationwide news programme or that they were looking for fresh faces and voices. My performance as an emergency artist in 1976 was pivotal to shaping my path and my future in the broadcast sector.
Now, reflecting on your career, what are some of the most significant changes you’ve witnessed in broadcasting?
My love affair with broadcasting has been in stages and phases. I started as an assistant producer before becoming a newscaster. At the time, television was black and white. By the time I left after four years as a newscaster, we were transmitting in colour. I continued independently as a producer and compere but returned to TV presentation 16 years later. I started training in presentation and public speaking, but I realised I could not answer some technology-related questions because I was not regular in the studio. By the time I was invited to Anchor the News at Ten on Channel TV, I had to learn how to use the teleprompter and how to get the most out of 3 – 5 minute interviews. Conducting live news interviews was a new skill which I had to learn. Other than that, it has been gratifying to watch Nigerian broadcasters catch up with international stations by the way they present live reports from all over the world. Digital tools have also revolutionised broadcasting, and COVID-19 pushed the needle further in terms of their creative use. So many of these alternatives were unthinkable in the past. Young broadcasters have also taken on larger-than-life personas. They have created names for themselves in several ways, especially using social media platforms, so whereas we used to suggest that news anchors should not become newsmakers, these days, it appears that the public responds favourably to media personalities. I understand this development, but at the risk of being labelled ‘Old School, ‘ my observation is that sometimes the lines become blurred, and there seems to be a little confusion in the delivery as well as the public response. I applaud the idea of wearing several hats, but I think it is important for presenters to ensure that the cap always fits the occasion.
You founded The Women’s Optimum Development Foundation (WODEF) in the late 90s. What was that about?
We registered The Women’s Optimum Development Foundation (WODEF) in January 1999 as a non-governmental, non-profit making organisation because the need to focus on gender concerns was very apparent. In the late nineties, some colleagues and I were producing and presenting a TV magazine programme for women called Crystal. We had spent some time interviewing various women on different developmental issues, and the gaps were appalling. Our programme did not attract much advertising because it seemed the issues we discussed were too serious, and advertisers seemed to have different expectations from women’s programmes, so eventually, I established WODEF, hoping that the international community would support some projects. It was envisaged that we would utilise various media platforms to create awareness and promote change about issues affecting women in particular and society at large, but the irony was that most international funders were not keen on supporting media projects. That did not deter us from providing information on health, education and other aspects of human rights and women’s development. We were also able to promote the involvement of women in politics, governance, trade unionism and other democratic activities, as well as provide practical media training for them to compete effectively at all levels.
Looking back, what project or initiative are you most proud of in your work with UN agencies and international organisations?
I’ll have to go back to 2001/2002 when we used TV and radio drama to highlight various issues like violence against women, corruption and conflict resolution. We produced 26 episodes of a TV Drama called Tightrope, which was supported by USAID OTI, The Ford Foundation and the NTA. After corruption was discovered in a big company, a woman was selected to head the organisation, and the programme shows how she fought against corrupt elements to turn the company around. 13 episodes were later re-engineered for radio and then recorded in English and Hausa. UN Women, then UNIFEM, also funded a joint TV project called Trauma, which was a collaboration between WODEF and Project Alert. It focused on common challenges associated with violence against women.
There was also an award ceremony called Rare Gems, which acknowledged the efforts made by women, men, and organisations to promote women’s development using the Millennium Development Goals (MDGs) as the benchmark. We held ten ceremonies between 2000 and 2015 and awarded 100 recipients. Unfortunately, some of them have passed on, but many have proved their value time and time again by participating in the nation’s development. Some are still active in the development space.
You are also an author. What inspired your book “STRICTLY SPEAKING: Pronunciation Made Easy”?
Strictly Speaking was published some years ago as an answer to a request expressed by clients during training sessions. Good speech and pronunciation depend on continued practice, and clients were concerned that they would forget the sounds of English after their training. I decided to write STRICTLY SPEAKING to give some context and background to why non-native speakers of English struggle with some sounds and created exercises to help them retain the correct sounds. I also included a CD, which, at the time, was a useful addition and supporting tool to sustain newly learned sounds.
How do you feel the educational landscape in Nigeria has changed with regard to communication skills?
I’m sorry to say there has been a downturn in our communication ability. The education sector may not realise how much this issue is affecting society generally, but I produced and presented a programme called ‘Strictly Speaking with Bimbo’ in 2021/2022 and interviewed a cross-section of people about the existing standard of written and spoken English. All of them acknowledged that standards had fallen and that it was causing an adverse ripple effect on recruitment, content, creative pursuits, customer care, industry, corporate landscapes and education.
If teachers upgrade their speaking skills, students and pupils will be more fluent and capable of better self-expression. Let us accept that mobile phones have also reduced our ability to converse. Even at social functions, people would rather engage their phones than the people sitting near them. It’s a vicious circle. The young read and talk less. Some become teachers, instructors, civil servants or technocrats who are already less able to communicate. They engage with their kind, who are in the same boat. Unless they deliberately decide to improve their communication skills, which is sometimes difficult when you are an adult, they rise with their limitations, and so the cycle continues.
Coming back to the education sector, the children are also hampered by a lack of communication with their parents, who have very little time to converse—that is if they see the need for conversation. So, who is going to teach the children?
How did you, at your peak, balance the demands of a high-profile career in media with your personal life and family?
Fortunately, I was married to a man who was a TV producer, so he understood the nature of my work, and since I was self-employed, I was also able to plan my schedule to my advantage. In addition, I did not return to active News anchoring until 22 years after I left the NTA. By that time, all my children were adults and away from home. Even when they were young, there were reliable helpers in those days, so most of the time, I was able to cope.
Do you believe it’s easier on women in media these days? What advice would you give young women aspiring to enter the broadcast industry today?
In some ways, it is easier for women in the media these days because there is a much wider choice of platforms on which to operate. Technology has made it easy for us to choose where we want to play, and if you are creative, you can come up with many options on several platforms. Where we may still need to close the gap is in decision-making positions in newsrooms. For young women aspiring to be broadcasters, I would say that they should know the rules before breaking them. They should learn the fundamentals and become thorough professionals before they start stamping their individual styles on their delivery or adding their personal characteristics. I think they should also understand that individual preferences can still be accommodated without lowering standards. So, be professional first and then branch out.
Turning 70 is a milestone – how do you view this new chapter in your life?
I think it’s time to try new things and perhaps do some things differently, too. Looking back, some things that seemed so serious are perhaps not so earth-shattering after all. These days, I think I will be more adaptable and more willing to adopt new mindsets. There are still many things to learn, and hopefully, there is time to learn them.
Looking at your journey, what would you say to your younger self at the start of your career?
I would probably advise my younger self to be more deliberate about planning the phases of my career. I would tell myself that goal setting has clear benefits and that although God’s grace may be sufficient, leaving things to chance may not be the best strategy. Consequently, I would advise myself to be less interested in the moment and more concerned about the future. I would also advise myself to embrace personal growth and development; especially learning to be more aware of self and how we not only affect our internal and external environments, but are also ultimately personally responsible for both.
How do you think your work has influenced the next generation of broadcasters?
I am often approached by young broadcasters who tell me that watching our early news bulletins inspired them to want to do the same. It is satisfying to know that we have influenced them in such ways. I am also pleased when they tell me that their parents would not have supported their bid to become broadcasters or journalists without their having us as reference points. It is good to know that our generation made the right kind of impact as professionals, thereby paving the way for others to follow.
What are your plans or goals as you step into your 70s
Just before my 70th birthday, I launched a 100 Million Naira Cancer fund to raise money for cancer research and the treatment of cancer patients in public hospitals. I hope that members of the public will join me in making this a reality so that we can buy equipment and accessories that help ease the discomfort of cancer patients. I would like the benefits to be widespread and accessible, irrespective of financial standing.
I know that there are people who have cancer but have neither access to treatment nor any hope of sustainable care. I have spoken to relevant stakeholders, oncologists, and health practitioners, and I have heard that new cases are being diagnosed at an alarming rate every clinic day in all public hospitals. I am therefore convinced that I must do something significant to make life more comfortable for cancer patients.
I am doing this because some members of my family have struggled with cancer, sometimes winning and sometimes losing, but thankfully, in those trying times, when we reached out to friends, we received the help we needed to cope with the situations, one by one. I think it is our turn to help. I also plan to formally present a new book on public speaking and presentation. It is a natural progression from the books I have written on speech and pronunciation. This will mean I will still coach and conduct training because I imagine my book will challenge people to step up their game. My experience in public speaking and presentation spans five decades, so I have learned a thing or two in both areas.
Reflecting on your life and career, what are you most grateful for?
I am grateful that God has been with me every step of the way, and I am grateful that my mother was an awesome critic. She constantly advised and encouraged me. I am also grateful that my husband supported my ideas and that my children kept me actively engaged in the creative space. My grandchildren are also becoming interesting task masters! Their questions are unbelievable. I am really thankful and blessed that my work and performance over the years have received positive responses from members of the public and that I have been accepted into the living rooms of so many people for so many years.
Finally, what message would you like to leave for future generations aspiring to make an impact in media?
The media is a very powerful tool that is still evolving in Nigeria. I would like future generations to make more impact in the areas of development and promoting solutions. We know that people want to consume certain things, and we understand what sells, but something has to be said for what the country needs and what people need, even if they don’t know it.
Media practitioners should commit to proffering solutions and they can do this in so many ways. If the will is there, the way will be found.
I would also like to remind them that they met a living entity and they should be proud of our profession. There was something that they keyed into so they should ensure that they add value to it, even if they don’t practice for a long period of time. Those before them left a legacy, and they should do the same. The media space is bigger than the individuals who populate it, even if it is peopled by practitioners. Don’t exploit the sector for selfish gains. Leave it better than you found it so those coming after you will also find a vibrant industry.