How MultiChoice is providing premium entertainment, touching lives through BBNaija
The 2022 African Cup of Nations received 900 million digital impressions across all channels, while Big Brother Naija Level Up had 10.1 billion digital impressions in its first two weeks.
This shows that, without a doubt, Big Brother Naija is the biggest reality show in Africa. Yet, many still think it is frivolous entertainment, but there’s so much more to it.
Since its inception in 2006, Big Brother Naija has been changing lives directly and indirectly in front and behind the camera. The most apparent lives the show has changed are the housemates. No one goes into Big Brother’s house and remains the same when they come out. Still, the show’s impact goes far beyond what viewers see on camera, and we’ll take it all step by step.
The show has changed the lives of all 148 housemates that have ever been on it, a few more clearly and presently than others. Each season has produced at least one superstar and several other successful business people or influencers.
From the first season, we have Ebuka Obi-Uchendu, the show’s host for the past six seasons and Katung Aduwak, who took home the grand prize that season. The second season gave us Bisola Aiyeola, T-Boss, Soma, Uriel, and the third produced some of the biggest BBNaija names – Tobi Bakre, Cee-C, Alex Unusual, Bam Bam and Teddy A, and more. Pepper Dem did just as well with Mercy, Tacha, Micheal Edwards, Venita, and Elozonam.
Diane Russet also came from this set and recently shared at the annual MultiChoice Showcase: “MultiChoice allowed me to even be seen. It has put me on a platform that has helped me in ways I cannot even put in words. They keep impacting everyone’s life. I’m happy that I get to benefit again.”
If we analyse how much each housemate’s life has changed since being on the show, it would take more than a feature. So, we must segue into a different category of people who Big Brother Naija has impacted their lives – employees. MultiChoice Nigeria’s CEO, John Ugbe, revealed that BBNaija Season 6 employed at least 1000 people directly who worked on different aspects of the show. In terms of total direct and indirect jobs created, he put that at 12,000 jobs, which considering the state of the nation’s employment rate, is a considerable feat.
According to Statista, ‘In 2022, the unemployment rate in Nigeria is estimated to reach 33 per cent. Chronological data show that the unemployment rate in Nigeria has risen constantly in the past years. In the fourth quarter of 2020, over 33 per cent of the labour force was unemployed. But what about those whose jobs are impacted indirectly by the show? Everyone who works at MultiChoice Nigeria, staff at their marketing agencies and employees of businesses affected by the show, is a winner.
Beyond the people, MultiChoice also affects businesses through the level of exposure it gives affiliated brands.
In 2021, Abeg (now Pocket) sponsored BBNaija and Ayo Akinola, Head of Business Development at PiggyVest, raved about how well the show has helped the business grow. The app users skyrocketed from 20,000 to over 1.8 million following their sponsorship of BBNaija season 6, a whopping 7,000 per cent increase. Other previous brand sponsors, like Bet9ja, Flutterwave, Patricia, and Kuda Bank, have also recorded exponential growth because of the show. Other brands that advertise on the 24/7 channel and sign former housemates as brand ambassadors also benefit.
Even the Nigerian entertainment industry is benefitting fiscally and talent-wise from the show. The last season cost about ₦4.3billion and produced 26 new talents for the space; this season will inject 28 new celebrities. Former housemates are doing great in the industry.
Ebuka Obi-Uchendu is leading the pack as the most-popular male media personality in the country. Then there are brilliant talents like Bisola Aiyeola, a singer, producer, actor, host of Shoot Your Shot and the recently announced host of Family Feud Nigeria. Ex-housemates like Tobi Bakre, Elozonam, Vee, Laycon, Diane, and Saskay are constantly doing more work in entertainment.
The media platforms and blogs are not left out. Several experiences their highest readership and engagement during the BBNaija season. Even the viewers are impacted by the show with the quality of tasks housemates work on and the essential matters like mental health safety, gender-based violence, cultural appreciation, and more that they bring to the fore of discussions through the in-house tasks.
So, who is to say that BBNaija isn’t impacting things around it and the show is useless, simply because there are a few sexual interactions and housemates sometimes bask in youthful exuberance? The reality show and its parent company are undoubtedly touching lives and providing the most premium and exciting entertainment as an added benefit.
The thrilling Level-Up season ends tomorrow, Sunday, October 2, 2022, and it’s only a matter of time before the figures start rolling in. We expect to see this season continue to break old records as it has already done with over 40,000 audition entries and its ₦100 million grand prize. Still, the big question is, ‘who will win Big Brother Naija Level Up and have their lives transformed the most?’
Catch the finale live show on all Africa Magic channels on DStv and GOtv, and Showmax from 7 pm on Sunday. You can also find out more about the season by visiting www.africamagic.tv/bigbrothernaija. Follow the official Big Brother Naija social media pages for news and updates with the hashtag #BBNaija on Twitter @bbnaija, Instagram @bigbronaija and Facebook at @BigBrotherNaija, as well as all verified social media pages of DStv Nigeria, GOtv Nigeria and Africa Magic.