In today’s fast-paced media landscape, leadership in public broadcasting demands more than just routine administration it requires vision, strategic engagement, and the ability to shape narratives that project national identity on a global stage. In Malam Jibrin Baba Ndace, Nigeria has found a leader who embodies these qualities.
A thoroughbred journalist, Security Analyst, and Public Affairs Strategist, Ndace’s career span decades in print, broadcast, and digital media. His sharp analytical skills, deep understanding of Nigeria’s geopolitical landscape, and ability to communicate complex issues with clarity have earned him respect across media, security, and diplomatic circles. Before his appointment as Director-General of Voice of Nigeria (VON) in October 2023, he served as Chief Press Secretary to the Governor of Niger State, Abubakar Sani Bello where he demonstrated exemplary crisis communication and media strategy.
Now at the helm of VON, he has brought the same excellence, foresight, and professionalism to Nigeria’s international broadcasting station, ensuring it not only informs but influences global conversations about Nigeria. His leadership has redefined the role of VON, making it more than just a government-owned broadcaster. It is now a strategic media institution shaping Nigeria’s global perception through credible, multilingual, and security-conscious journalism.
One of his most groundbreaking strides has been revitalizing VON’s multilingual broadcasting, recognizing that language is a tool of influence, diplomacy, and national unity. Under his leadership, VON has strengthened its broadcasts in Nigeria’s three major languages—Hausa, Yoruba, and Igbo—ensuring that critical information reaches Nigerians in their native tongues. However, his vision extended far beyond local audiences.
Understanding the power of international media engagement, he has expanded VON’s global linguistic footprint by enhancing broadcasts in French, Arabic, Portuguese, and Swahili. A notable milestone is the introduction of Mandarin (Chinese) programming, a strategic move that positions VON as a key media bridge between Nigeria and China, fostering economic, cultural, and diplomatic ties. These expansions are not just symbolic—they are deliberate efforts to ensure that Nigeria’s voice is heard, respected, and understood in key global regions.
As a journalist with a deep background in security reporting, Ndace understands that media plays a crucial role in shaping public perception of national security. His recent visit to Inspector General of Police, Kayode Egbetokun, was a bold step in positioning VON as a strategic partner in security awareness. During this engagement, he emphasized the need for fact-based security reporting to counter misinformation, stronger collaboration between the media and security agencies, and multilingual security messaging to ensure inclusivity in public awareness. His leadership ensures that VON is not just reporting security matters but actively contributing to national stability through responsible journalism.
Ndace’s engagement with Hon. Abike Dabiri-Erewa, Chairman/CEO of Nigerians in Diaspora Commission (NiDCOM) reflected his understanding of the media’s role in national identity and diaspora relations. Under his watch, VON has expanded diaspora-focused programming to connect with Nigerians abroad, highlighted Nigerian success stories globally, showcasing their contributions to business, technology, and governance, and positioned Nigeria as an investment destination using media as a tool for economic diplomacy. By strengthening VON’s connection with the diaspora, Ndace is ensuring that Nigeria’s global image is not defined by others but by Nigerians themselves.
Recognizing the evolving nature of media consumption, Ndace has spearheaded VON’s digital transformation, ensuring that the station is not only relevant but competitive on the global stage. His administration has upgraded shortwave and FM radio signals for better reach, enhanced VON’s online presence, making it more accessible to global audiences, and integrated digital tools, podcasts, video content, and social media strategies to connect with younger and tech-savvy audiences. His emphasis on innovation and content quality has repositioned VON as a trusted global news source that competes with international broadcasters.
Malam Jibrin Baba Ndace’s tenure as Director-General of VON is a masterclass in strategic media leadership. His commitment to multilingual broadcasting, security awareness, diaspora engagement, digital innovation, and editorial excellence is shaping a new era for Nigeria’s international broadcasting landscape. His leadership ensure that VON is not just telling Nigeria’s story but controlling its global narrative. Under his guidance, Voice of Nigeria is no longer just speaking it is commanding attention, shaping opinions, and positioning Nigeria as a global media force.
With Malam Jibrin Baba Ndace at the helm, Nigeria’s voice is clearer, stronger, and more influential than ever.
*Lukman Laleye Babalola is Publisher Emporium Reporters online and Emporium Magazine.
