Big Brother Naija, the flagship reality TV show from MultiChoice returns to Nigeria (and our screens) for its fourth season.
Billed to start in June, the show which was first launched in Nigeria in 2004, is already generating excitement.
The Big Brother Naija franchise while focused primarily on entertainment, has a multiplier effect that resonates across industries and value chains with significant impact on the nation’s GDP. Its gains accrue in sectors ranging from entertainment and telecoms to fashion, hospitality, tourism, and media with significant opportunities for local and international brands to reach a continental-wide audience and a key demography.
A huge show like Big Brother Naija requires an army of writers, producers, directors, cameramen and technicians, to be successful. Those crew members are quartered and catered to. Add to that number DJs, artists, and the media who are flown in to perform and cover the event especially the eviction weekends.
Billed to start in June, the show which was first launched in Nigeria in 2004, is already generating excitement.
The Big Brother Naija franchise while focused primarily on entertainment, has a multiplier effect that resonates across industries and value chains with significant impact on the nation’s GDP. Its gains accrue in sectors ranging from entertainment and telecoms to fashion, hospitality, tourism, and media with significant opportunities for local and international brands to reach a continental-wide audience and a key demography.
A huge show like Big Brother Naija requires an army of writers, producers, directors, cameramen and technicians, to be successful. Those crew members are quartered and catered to. Add to that number DJs, artists, and the media who are flown in to perform and cover the event especially the eviction weekends.
They are housed in hotels. The show runs for 3 months, so each week, hotels see an influx of artists and their company, media and their crew, and DJs who jam at the parties. These are examples of how BBN contributes to tourism.
The host, Ebuka, is regarded as one of the most fashionable men in Nigeria. Just as viewers and contestants look forward to weekly evictions, they also want to see what Ebuka is wearing. This results in massive exposure for his designer of the week as he posts his looks on Instagram.
Also, fashion designers are contracted to style the housemates during each party. Imagine the impact of having your design in front of millions of eyeballs!
Still, on revenue, there is also the matter of sponsorships and product placement in the show. BBNaija has seen heavyweight sponsors like Pepsi, Dano Milk, Heritage Bank, Pay Porte and this year, Bet9ja. While the exact sponsorship figures are not usually public knowledge, it is safe to assume that the numbers make financial sense to these businesses.
For the duration of the show, Big Brother Naija will provide interesting daily content for blogs, therefore, leading to an increase in traffic for bloggers and online publications.
In a country where the number of unemployed youths has risen to 20.9million according to the National Bureau of Statistics, Big Brother Naija is playing a largely unappreciated role in providing employment.
This time around the Big Brother Naija auditions saw over thirty thousand people across eight cities in Nigeria. The huge turnout of young people is testament to the enduring popularity of the Big Brother Naija brand and as we countdown to the fourth season, we look forward to the minting of new TV, Music, and Movie stars from the show that keeps on giving.
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