On 19 July, 2020 Multichoice Nigeria, organisers of the popular reality television show- Big Brother Naija (BBN) premiered the fifth edition of the show dubbed “Big Brother Naija Lockdown” to the excitement of vast Nigerians who have keenly been waiting for the commencement of the show.
The show which seeks to entertain viewers and reward winners who survive series of evictions decided by the viewers have overcome a barrage of criticism from holier than though audience to last up to the current fifth edition. BBN which was first aired in the Nigerian broadcast spectrum in 2006 took an 11 years hiatus after the maiden edition won by Katung Aduwak to make a comeback in 2017. BBN has been consistent since then. The season one produced the current host of the show, Ebuka Obi Uchendu, who is endeared to viewers due to his exquisite dress style.

14 years after its pioneer and three years after its comeback, the show has advanced from being hosted in South Africa to being staged in Lagos State, Nigeria. Interestingly, MultiChoice Nigeria announced a N25 million increment in cash prize to be won by the winner bringing the ultimate reward to N85 million worth of prizes. Winner of the season four, Mercy Eke had in 2019 claimed N60 million worth of prizes as the winner. The increment represents a N25 million rise. Among the items to be won are N30 million cash prize; a two-bedroom apartment; a top of the range SUV from indigenous automaker, Innoson Motors; a trip to Dublin; home appliances; a trip to Dubai; a year’s supply of Indomie noodles, munch it and Colgate toothpaste; a year’s supply of Pepsi, a branded chiller, trip to watch the UEFA Champions League finale; and a brand new Oppo mobile smartphone.

The added offerings by the organisers could be attributed to increased revenue generation from viewers’ voting through designated channels. The capacity to rapidly grow its revenue should serve as a model to both government and corporate bodies in Nigeria rather than its relevance being called into question. For such a show which relies enormously on viewership to generate revenue to have made so much progress within a short period of operation speaks volume on the inefficiency of government to duly capitalize on its teeming population to grow the economy and upscale job creation.

Despite the economic and financial growth of the BBN, some section of the society opposes the show citing its perceived role in inciting moral decadence. One would wonder which Nigerian would turn down an opportunity to take home N85 million after less than 99 days of lavish lifestyle in a state-of-the-art facility. Pertinent questions are necessary to grasp the rationale behind condemning such a lucrative and relieving reality broadcast, in a country where there are teeming population of skilled youths who are neither unemployed, unengaged nor empowered which alternatives are provided for youths yearning to earn an honest living? How many best graduating students from tertiary institutions have been rewarded with prizes close to that which BBN offers? How often and effective does government engaged in youth empowerment through financing of business plans? How many Nigerians have contributed either sparingly or otherwise to lift a youth out from the streets?

As the questions raised beg for answers, corporate bodies as well as business research institutes in Nigeria should study and adopt the BBN business growth masterplan to grow the stock of their business for better productivity. There is need to capitalize on the gains of the show rather than antagonize and malign a perfectly thought out business idea which has contributed to the empowerment and equipping of youths in the country rathe than promoting mischief and campaign of calumny against the programme.
As clearly stated in the programme guide, BBN is an 18+ parental guidance show which stipulates the age restriction of potential viewers. Parents and guardians who wish to restrain their wards from viewing the show could utilize available restrictive measures by MultiChoice to limit access to the channel.

In a country where there are arguably as many industries as there are churches, it is disheartening to note the level of decadence in values in Nigeria. The energy dissipated in downplaying BBN should rather be channeled towards advocacy for better governance and an end to corruption. If the country could rank 146 in the 2019 annual corruption perception index published by Transparency International, it remains to be seen how BBN has contributed to its plight. If its religiosity could not transmit to economic boom reflected in standard of living of the masses, there is no basis to kick against a show which has empowered more youths than the most administrations in the country. BBN has proven to serve to entertain and distract the masses from its barrage of corruption scandals perpetrated by the political class.

It is equally commendable to note the level of compliance to stipulated guidelines against COVID-19 by the Federal Government. The housemates were kept on two weeks isolation before entering the BBN house while other adjustments have been made to ensure safety. Such changes include barring live audience at eviction shows and discontinuation of use of ninjas.
Before any Nigerian is labelled as jobless for being an ardent follower of the show, conscious effort should be made at providing jobs and means of livelihood to the youths and skilled in the country.

source: http://www.africannewstoday.com/entertainment/between-big-brother-naija-and-the-accompanying-social-benefits/

Pls BBN is not by force to watch ,

social benefit or social decadence?

no wonder, some head of state called them lazy youth... useless TV show confirming to the world how depraved some people are.