How Nigerian Media Giant Streamlined Operations with Odoo ERP

The Opening Scene: Disorder Behind the Cameras

Despite being a household name in Nigeria’s media landscape and known for its gripping programming and massive viewership, Radio Africa Group a leading media conglomerate was struggling backstage.

Multiple departments ran on disjointed systems:

• Editorial used spreadsheets,
• HR relied on legacy tools,
• Finance juggled multiple reports, and
• Sales managed ads manually through email threads.

The result?

• Delayed decisions
• Misaligned teams
• Zero real-time visibility

Growth was happening in front of the camera, but behind the scenes, operations were falling apart.

The Wake-Up Call: When Expansion Backfires

With regional offices and subsidiaries expanding rapidly, the company began to experience:

• Uncontrolled duplication of efforts across teams
• No centralized ad inventory management
• Inaccurate financial forecasting
• Employee burnout due to manual task overload

What was once a nimble media machine became a bloated, slow-moving giant.

The Turning Point: Odoo ERP as a Solution

They didn’t need just software. They needed a scalable, customizable digital backbone that could unify every department.

That’s when the leadership team partnered with an expert Odoo ERP consultant to design and implement a media-specific ERP framework across:

Key Modules Implemented:

• CRM for advertiser and partner management
• Sales & Invoicing for ad bookings and billing automation
• Studio & Production Management for shoot scheduling and asset tracking
• HR for onboarding, payroll, and attendance tracking
• Finance with real-time dashboards and consolidated reporting
• Project for content pipeline and production task coordination

Each module was custom-tailored to fit their media workflows, ensuring that editors, marketers, sales execs, and production heads worked on the same digital platform.

The Transformation in Action

In less than 120 days, the organization shifted from siloed operations to a unified workflow.

Before Odoo ERP:

• 8 different systems across departments
• Manual approvals and paper trails
• Delayed client responses
• No link between ad bookings and production schedules

After Odoo ERP:

• 1 single source of truth across departments
• 70% faster ad-to-air cycle
• Real-time collaboration between sales, finance, and editorial
• 100% traceability of ad campaigns and billing

Results That Spoke Louder Than Their Ratings

• 30% reduction in operational delays
• 25% growth in ad revenue due to quicker bookings and better client management
• Real-time budget control for each production unit
• Higher employee satisfaction with automated workflows
• Faster regional content rollouts across Nigeria

Technology Isn’t Just for Tech Companies

For media giants, where timing is everything and audience experience defines success, internal chaos can silently kill momentum.

This Nigerian media group proved that when content meets process efficiency, the entire organization wins and that too on screen and off.

If you are also looking out to streamline your Digital media operations, then we can help you with the same as we did it for Radio Africa Group.

Just drop us a line at sales@apagen.com or call us on +91 9971800665.