NMH through the lens of Frank Steffen’s unscripted experience

Frank Steffen did not set out to lead one of Namibia’s largest media organisations. He began in accountancy, drawn by the logic of numbers and the comfort of structure.



But the routine proved uninspiring, and what followed was an unconventional path through meat processing plants, transport firms, paint factories, and the fresh produce trade.



Each stop, he said, added something vital: a grasp of operations, a fluency in communication, and a growing sense of how systems – and people – work. Today, as executive director of Network Media Hub (NMH), Steffen credits those varied experiences with shaping his leadership style. “It all came together in media,” he said in a recent interview with Network Media Hub. “The language, the storytelling, the strategy – it finally made sense. Every pivot in my career brought me closer to the work I now truly love.”



Media cultural excellence



As executive director of NMH, Steffen is also responsible for guiding a team of media professionals based across Namibia. “We operate in multiple languages and formats,” he explained, “because our audience is just as diverse.” His teams produce news and content for both traditional print and modern digital platforms. NMH supports well-known publications, including Allgemeine Zeitung, Namibian Sun and Republikein. It also powers several media platforms such as Network Television (NTV), My Zone, Erongo, Sportwrap, Market Watch and Enjoy.



Steffen said he works to ensure that each of these brands delivers timely, high-quality content to their respective audiences. “People want to be informed on their own terms, where and when it suits them,” he noted.



In an industry that is constantly evolving, Steffen believes that flexibility is essential. “You cannot lead a media company today without adapting,” he said. He pointed out that NMH has undergone significant digital transformation under his leadership, all while maintaining the credibility and public trust that define journalism.



Over 500 million reach



Steffen explained that NMH’s impact extends far beyond Namibian borders. As part of the Emeraldsand Platforms group (ESP), the company contributes to a network that reaches over 500 million people annually. “That audience stretches across Africa, into Europe, and beyond,” he said.



This kind of scale, he emphasised, comes with both opportunity and responsibility. “It is not just about how many people we reach, it's about what we deliver to them. It needs to be accurate, meaningful and relevant,” he said. In a fast-paced world, Steffen believes that trust is the most important asset a media brand can have.



Artificial intelligence



Speaking about the rise of digital tools and artificial intelligence (AI), Steffen is pragmatic. “AI is here, and we should use it where it makes sense,” he said. He sees technology as a powerful enabler, helping journalists deliver stories faster and in more formats. However, he cautioned against over-reliance.



“Technology cannot replace the human side of journalism,” he said. “AI cannot attend a press briefing. It cannot interview someone at the scene of an event. It cannot interpret body language or understand context.”



What it can do, he said, is help journalists work more efficiently. “We should use these tools to enhance our work, not replace it,” he added. From real-time reporting to multimedia storytelling, he believes technology is key to serving a modern audience, but only when guided by human judgement.



Political correctness



Steffen also had direct advice for aspiring journalists. “Stay curious. Ask the right questions and do not back down when you are told a question is not politically correct."



He warned that political correctness can sometimes be used to deflect accountability. “If someone hides behind that term, it may be because they do not want to be challenged.” He stressed that journalism is not for the complacent. “This profession changes every year, sometimes every month. The people who thrive here are the ones who keep learning and keep evolving with the landscape.”



Building a brand that matters



Steffen mentioned that he is focused on building a media company that is equipped for the future. That includes investing in talent, technology and systems that support rapid, high-quality storytelling. “But more than anything, we have to stay committed to the fundamentals,” he said. “Facts, ethics, independence – those are non-negotiable.” In his view, journalism will remain essential no matter how much the world changes. “Technology will evolve. Formats will shift. But there will always be a need for someone to show up, report the truth, and share stories that matter,” he said.