Permit me to first of all greet the founder of Afrosky and his team of entourage on this laudable project. Ayemafuge Ilaje, Awayeee. I am pleased to write on the essay titled "The New Media, Information Technology and Creative Economy in the Contemporary Society". BY DEFINITION, New Media Information Technology refer to digital interactive forms of communication and media distribution that is enable by the computer and internet technologies. It encompasses a wide range of platforms and tools that allows for users participation, content creation and interactive experiences that distinguish it from the traditional one-way form of media. ESSENTIALLY, New Media focuses on content delivery while Information Technology focuses on the technology that is used to deliver those contents, this is the main reason Information Technology alone is seen as the use computer hardware, software and network to create, process, store and transmit electronic data (information). Media Information is also known as web 2.0 that include a wide range of web related communication tools such as blogs, wikis, online social networking, virtual worlds and other social media platforms, in this users do not only consume content but also create their own. They have a profound effects on all sectors of life. SOME KEY FEATURES OF NEW MEDIA. 1 It relies on digital technology and computer processing for its functionality. 2 It is interactive and participatory, this is a situation where users are not just passive consumers but active participants that uses media information technology to generate passive income. For example, according to recent reports, over 1 million Nigerians are using platforms like TikTok and WhatsApp to generate income, showcasing the potential of new media for economic empowerment. 3 It is purely networked facilitating information exchange across various platforms. WITHOUT THE INVOLVEMENT OF NEW MEDIA INFORMATION TECHNOLOGY AND CREATIVE ECONOMY, THE PRESENT SOCIETY WOULD HAVE BECOME A MIRAGE. The creative economy, comprising industries such as film making, music, design and technology, has a profound impacts on economic growth. For instance, Nollywood, Afrosky etc. has not only promoted Nigerian culture but also contributed significantly to the country's Gross Domestic Product (GDP), provided livelihoods, and reduced the rate of unemployment. LET US EXAMINE THE CONTRIBUTION OF NEW MEDIA INFORMATION TECHNOLOGY TO THE SURVIVAL OF THE CONTEMPORARY SOCIETY. In the first place, New Media Information Technology leads to democratization of information, anyone with access to the internet can create and share their contents. This helps in breaking down the barrier where the news and information is been limited or handle by a single authority. In addition, at the level of education and learning: Online learning platforms, digital resources have expanded access to education and transformed learning experiences to be more effective. Furthermore, it enables real time communication by allowing news to be spread instantly across the globe. In addition to this, it's interactive i.e it allows two ways communication and users participation. POSITIVE IMPACTS OF CREATIVE ECONOMY. 1 Job creation: The creative sector has created new job opportunities in field such as digital media, software development and design for both men and women. 2 Economic growth through revenue generation and stimulation of economic activity. 3 Innovation: The Intersection of new media, information technology and creative economy has driven innovation, leading to the development of new products, services etc. CHALLENGES OF NEW MEDIA AND INFORMATION TECHNOLOGY. 1 Information overload and misinformation due to lack of stringent content regulation. 2 Digital divide and unequal access to digital technologies. 3 Addiction and isolation 4 Cyberbullying and online harassment. TO DISCOURAGE MISUSE OF NEW MEDIA AND INFORMATION TECHNOLOGY AND FULLY ATTAIN CREATIVE ECONOMY: 1 Online platforms should be held accountable for content and implement measure to remove misinformation and harmful contents. 2 Public awareness campaign to inform both youths and elders about consequences of misinformation. 3 Parents should monitor underage phone user 4 Government should legislate law against fake news. In Conclusion, the new media information technology and creative economy have transformed contemporary society, driving economic growth, innovation and cultural expression. As these technologies continue to evolve, it is essential to address the challenges they present while harnessing their potential to create new opportunities for individuals, businesses and the broader economy. By embracing the creative economy and leveraging new media and information technology, we can foster a more innovative, inclusive and prosperous society paving the way for a brighter future.Long live Ilaje land! Ehuwayijomo Oluwatoyin Esther. University of Ilesa, Osun State.