By Michael Orodare
The International Monetary Fund (IMF) in 2017 announced that Nigeria’s creative industry accounted for 2.3 percent, approximately N239 billion, of the nation’s GDP in 2016. This has been re-echoed by Minister of Information, Lai Mohammed at the 61st Tourism conference in Abuja 2019 and the then Minister of State – Industry Trade and Investment, Aisha Abubakar.
Abubakar, while speaking at a Creative Entrepreneurs Summit in 2019, declared that with the pace the Nigeria creative Industry is growing it has the fastest growth rate in the world. We cannot talk about this exponential growth without pointing to the role the Big Brother Naija show is playing, arguably, the biggest television reality show out of Nigeria and Africa right now.
With rising unemployment and a stuttering economy, the creative industry, which forms a major part of the nation’s informal sector, has continued to come to the rescue of Nigerians, putting foods on tables, promoting people from obscurity to stardom and helping many achieve their dreams.
With the dwindling fortune of white collar jobs, Nigeria’s informal sector accounted for about 65 percent of Nigeria’s 2017 GDP, according to the IMF which also rated Nollywood as the second-biggest employer in Nigeria, engaging over a million persons. It’s evident that over the years millions of Nigerians have been devising ways to help themselves survive through economic hardship without waiting for the government.
The COVID-19 pandemic has further worsened the situation. Across the world, the fear of mass layoff (already happening) coupled with a possible economic recession predicted by experts is shifting focus to the informal sector and the creative industry is expected to be the receiving port for the influx of many young people in search of greener pasture and economic liberation.
Small wonder why millions of youth and brands jostle to associate with the BBNaija show annually. It is well established from previous editions that has produced stars in movie, music and media, that the show is a major contributor to the growth of the creative industry of the most populous black nation in the world.
But how is MultiChoice Nigeria achieving this?
It may look like a mystery, but the show is beyond the 12 people and the host Ebuka Obi-Uchendu, himself a past contestant, we see on the screen for 99 days. There is more to the show than the contestants – the crew members, brands, small and medium sized businesses, online vendors and entertainers who visit the house are also huge beneficiaries of the BBNaija show.
At the backstage making the work happen are more than 100 crew members – cameramen, photographers, housekeepers and many others in their hundreds who get paid for making the reality show a true reality.
Ebuka shared a photo in 2019 of about 100 crew members (directly hired) to work behind the scenes to bring the show to viewers. The multiplying effect of this on the economy of a nation cannot be underestimated.
The show made a remarkable move last year when it gave out a Nigerian made car to Mercy Eke, winner of the 2019 edition. This move earned MultiChoice commendation from many Nigerians and it has further promoted the Innoson made vehicle to other parts of Africa.
Before BBNaija 2019, not so many people knew about a smartphone brand called Oppo, it gained exposure that has translated to an increase in patronage and revenue by joining other brands like Bet9ja, Pepsi, Gulder to sponsor weekly games on the show.
The small and medium sized business owners who are contracted as vendors to supply necessities like food, wearables, cosmetics, toiletries to the house during the show have also seen an exponential growth in their businesses by associating with the show. Many of these businesses run online shops, by exposing their brands on the show to over 40 million viewers across Africa, their hitherto small businesses have received a higher degree of patronage from Nigeria and other African countries.
In October 2019, House of Lunettes, a brand that makes eyeglasses announced that it sold out its products a few hours after Tacha Akhide became its brand ambassador. Such is the power BBNaija wields.
Entertainers and DJs who visit the housemates have also enjoyed a high degree of publicity that has further positioned their brands to the consciousness of not just Nigerians, but millions of Africans.
We may not be able to put a figure to the huge impact of BBNaija on the nation’s economy, it is clear that solving the economy puzzle remains a daunting prospect, which the show alone cannot solve, but it is making a giant step in proffering a solution.
Lai Mohammed said in 2019 that “Our (Nigeria’s) greatest strength lies in our creative industry, music and our films. That is one area we have a comparative advantage over many other countries.”
Over the years, MultiChoice through BBNaija has continued to churn out talent taking over the creative scene – Gideon Okeke, Bisola Aiyeola, Ifu Ennada among many other past contestants have made names in Nollywood. Efe Ejeba winner of the 2017 edition went to pursue a career in music and Miracle Igbokwe through his cash prize in the 2018 edition was able to achieve his long term dream of becoming a pilot, though he didn’t stay in the creative industry like other contestants, BBNaija has helped him fulfil his dream, what more can he ask for?
The likes of Tobi Bakre who has featured in movies and soap operas, Mike Edwards a brand ambassador for Nigeria family of Japanese automotive manufacturers, Mitsubishi; and many others are also making good use of the fame the platform brought to register their names in the creative scene.
Over the years, people have expressed cynical opinions about the show, it is not unexpected, what, in fact cannot be ruled out is that viewers have a real emotional attachment to it, contestants, businesses and individuals attached to it are seeing the impact on their bank statements and their brands.
With the dearth of talent harvesting shows and many other reality TV shows that the harsh economy has frustrated to wind up, commendation must be given to MultiChoice Nigeria for weathering the storm and providing a way out of the conundrum to make BBNaija a major contributor to the growth of the creative industry.
With the novel Coronavirus (COVID-19) pandemic ravaging the world currently, the global populace is being inundated with a new forced reality. Loved ones have fallen ill with some, sadly, passing away, businesses have been shut and social movement and interaction have been greatly limited.
But despite all these uncertainties, MultiChoice Nigeria, operators of DStv and GOtv, has continued to operate and serve its customers during this unprecedented period. The flow of information is very essential at this time and all customers need to remain updated on the current reports and trends across the world. As Nigerians are being encouraged to remain at home, MultiChoice has decided to reward its customers with mouth-watering discounts on their subscription to ensure customers on DStv and GOtv remain connected during this period.
The campaign, tagged: We’ve Got You, which runs from 20 April to 30 June, offers active and disconnected DStv and GOtv customers the opportunity to enjoy discounts of up to 44 per cent for DStv customers and 75 per cent for GOtv customers, and get upgraded to the next viewing package when they pay on their current package. It is an opportunity for customers to pay their subscription now and even get a wider access to the best of the latest news, local movies, sports, drama series, kiddies and general entertainment on -television.
Martin Mabutho, Chief Customer Officer, MultiChoice Nigeria, said the offer is the company’s way of showing appreciation to loyal subscribers for their support and patronage during these challenging times and to also cushion the impact of the economic disruption triggered by the pandemic.
“It is our priority to put customers at the heart of everything we do, and in line with our mission to make great entertainment available, even during the most trying of times, we are giving our loyal and valued customers amazing discounts, so they can have the opportunity to experience a wider range of the quality content on our other packages. This is our token of appreciation for their continued support,” Mabutho said.
For this campaign, active and disconnected DStv customers on Compact Plus, Compact, Confam, Family, Yanga and Access packages will be rewarded during this campaign via DStv Thanks once they renew their subscription.
DStv Compact Plus customers get to pay their current subscription fee of N10,650 and will be upgraded to DStv Premium, the platform’s top package. Content available to these subscribers include a brand-new movie on M-Net (channel 101), great talk shows on Comedy Central and free access to Showmax to view the best of series. For DStv Compact subscribers, they will be elevated to DStv Compact Plus package when they pay their current subscription rate of N6,800. Upon upgrade, subscribers in this category will be able to access Insecure on 1Magic (Channel 103) and the new reality television shows, Mercy and Ike and Judging Matters, on Africa Magic Showcase.
Local series such as Unbroken will be available to DStv Confam subscribers when they pay their subscription fee of N4,500 and get upgraded to DStv Compact. Customers on DStv Family package who pay their current subscription rate of N4,000 will be given DStv Confam package. On offer for these subscribers include movies and TV shows on TNT Africa and international dramas on BET.
DStv Yanga customers who pay their current N2,500 fee will in turn get DStv Confam package. Quality African entertainment is provided for these subscribers as brand-new local shows and series on TNT Africa and international dramas on BET will be aired. For DStv Access customers who pay N2,000, they will be boosted to DStv Yanga to view the finest of Nollywood on Africa Magic Epic, ROK 2 & Ebony Life.
Similarly, GOtv has got it covered for all its active and disconnected customers on Jolli, Plus, Jinja, Value and Lite packages.
Customers on GOtv Jolli will be upgraded to GOtv Max, the platform’s premium package, and get access to over 75 channels when they pay their current subscription rate of N2,400. These subscribers will view programmes such as Halita and Mercy and Ike on Africa Magic Family, and fascinating programmes on Discovery ID, Cartoon Network and more. GOtv Plus subscribers will also benefit when they pay their current fee of N1,900 and get boosted to GOtv Jolli. Channels available to these subscribers include CBS Reality, Fox and Da Vinci.
Programmes on channels such as CBS Reality, Fox and Da Vinci will be available to GOtv Jinja customers when they renew their subscription fee at N1,600 and get upgraded to GOtv Jolli. Also, customers on GOtv Value and GOtv Lite packages will get upgraded to GOtv Jinja when they pay their current subscription rates of N1,250 and N400 respectively. On offer for these subscribers include programmes on Africa Magic Epic, Real Time and PBS Kids.
MultiChoice continues to appreciate all its customers for their patronage, especially during these trying times, with the We’ve Got You campaign. DStv remains #ThereForYou and #GOtvDeyYourSide, providing the whole family with quality and exciting content lined up on higher packages at reduced costs.
The offer is open to all active or disconnected customers on any of these DStv packages: DStv Compact Plus, Compact, Confam, Family, Yanga and Access. Also, customers on these GOtv packages: GOtv Jolli, GOtv Plus, GOtv Jinja, Value and Lite packages, are eligible for this offer.
MultiChoice Nigeria has announced the return of Big Brother Naija Reunion Show starring the housemates of the Pepper Dem Season on Monday, June 1 on Africa Magic Urban (DStv Channel 153) at 10pm WAT and Africa Magic Family (DStv Channel 154 and GOtv Channel 2) at 10:30pm WAT.
Fans of the popular reality TV show will be treated to the most epic reunion show yet that promises to be filled with emotional outbursts, wild surprises and other OMG moments served by the BBNaija Pepper Dem gang. The show will also let viewers in on the lives of the BBNaija alumni seven months after the show’s finale.
This is no spoiler alert but there will be laughter, tears and confrontations as the ex-housemates along with Ebuka Obi-Uchendu, the show’s host, revisit the events that rocked Biggie’s house last season. Fans and viewers will also hope to get answers to some burning questions and perhaps witness the end to the rivalries between some of the ex-housemates.
The Big Brother Naija Pepper Dem Reunion will premiere Monday, 1 June and will air Mondays through to Thursdays on Africa Magic Urban at 10pm WAT and Africa Magic Family at 10:30pm WAT, available to customers on DStv Premium, Compact Plus, Compact, Confam, Yanga and GOtv Max and Jolli. To not miss a moment of the drama, visit www.dstvafrica.com or www.gotvafrica.com and download MyDStv or MyGOtv Apps to pay your subscription or switch your package.
Meanwhile, auditions for BBNaija season 5 is still on. Interested participants can log on to www.africamagic.tv/BBAudition to fill out the online registration form and upload a 2-minute video of themselves stating why they should be picked to be a Housemate in the upcoming season. The online audition is free and open to interested male and female participants, who are of Nigerian nationality with a valid Nigerian passport, and must be 21 years of age by June 1, 2020.
Keep up to date with news and information on the Pepper Dem reunion show by following the Big Brother Naija social media fan pages on Twitter @bbnaija, Instagram @bigbronaija and Facebook www.facebook.com/bigbrothernaija, with the hashtag #BBNaija.
With the gradual ease of the lockdown orders imposed by both the Federal and state governments to curb the spread of the coronavirus disease (COVID-19), economic activities have been hugely disrupted.
On account of the disruption, incomes have stopped or shrunk, forcing many Nigerians, especially in the lower income bracket, to trim or completely stop spending on some items. A balm to the economic injuries is, however, being applied by MultiChoice Nigeria through its recently launched We’ve Got You campaign We’ve Got You campaign, according to the company, is its way of showing appreciation to its loyal DStv and GOtv customers for their support and patronage during these challenging times.
The campaign, which runs from 20 April to 30 June, offers active and disconnected DStv and GOtv customers the opportunity to enjoy discounts and get upgraded to the next viewing package when they pay the fee of their current package. All active and disconnected DStv customers on Compact Plus, Compact, Confam, Family, Yanga and Access packages get discounts of up to 44 per cent.
Also, customers on these GOtv packages: GOtv Jolli, GOtv Plus, GOtv Jinja, Value and Lite packages, are being rewarded with discounts of up to 75 per cent. In addition, they all get wider access to the best of the latest news, local movies, sports, drama series, kiddies, and general entertainment that pay-television have to offer. Some DStv and GOtv customers have been providing feedback one month into the campaign.
The respondents commended the pay-television operator for showing solidarity with them during this unprecedented time and assisting them in mitigating the economic impact. Some others also lauded the company for providing classic retro events for them to re-live during this period. Rotimi Aderele, a DStv subscriber, stated that the upgrade of his package from Compact Plus to Premium – the platform’s highest package – has helped him and his family cope better with the lockdown. “It’s been tough staying indoors.
But it could have been much tougher without quality entertainment such that I get through new programmes on DStv. My daughter, who cannot go to the crèche, hasn’t missed anything.
She has more than enough programmes for her pleasure and education,” he said. Akudo Duru, a DStv Confam subscriber, said the discount has given her access to some programmes that were previously inaccessible for her due to her package.
“I’ve repeatedly seen the advert of the Africa Magic series, Unbroken, and I always wanted to watch the programme but I haven’t been able because it’s not available on my package. Even if I wanted to upgrade, COVID-19 would not have allowed it. I’m feeling the pinch in my finances.
But DStv gave me a pleasant surprise by upgrading me to Compact bouquet and I have been watching the programme,” she said. Tajudeen Majolagbe, a DStv Access subscriber, said he has spent the lockdown gorging himself on a diet of Nollywood movies available on some of the channels on his upgraded DStv Yanga package. “Well, staying indoors is certainly not easy.
But it has been made considerably more bearable by access to many Nigerian movies on Africa Magic Epic and ROK. I’m a big fan of local movies and I’ve watched some of the great old movies shown, as well as those from the new school of actors,” he said. It has also been a similar endorsement of the We’ve Got You campaign by GOtv subscribers. Femi Ashaolu, a GOtv Jolli subscriber, is excited by array of programmes available on the over 75-channel GOtv Max, the platform’s premium package. “I paid my normal N2,500 for GOtv Jolli and have unhindered access to all channels on GOtv Max. I’m enjoying the lockdown at home,” he said. Another subscriber, Wale Abdullahi, explained that he is excited that he can re-watch some epic football matches from leagues in Europe as a result of the upgrade of his package from GOtv Plus to GOtv Jolli.
“This offer by GOtv has given me the chance to watch some of the interesting old football matches. My favourite channel currently is SuperSport 3 because of all the old Champions League games, especially all the finals from 2005. With not much to do during this lockdown, this GOtv offer came at the right time for me.”
Dupe Kalejaiye, a GOtv Value subscriber, expressed delight over being able to view quality African entertainment since she was boosted to GOtv Jinga package. “I want to specially thank GOtv and MultiChoice for this token of appreciation to us their customers during this tough period.
The package upgrade offer is remarkable during this time of pandemic, providing we, the customers, the opportunity to watch more interesting programmes,” she said. As the lockdown remains in partial effect across Nigeria, the We’ve Got You campaign is still open to all active or disconnected customers on any of these DStv packages: DStv Compact Plus, Compact, Confam, Family, Yanga and Access.
Also, customers on these GOtv packages: GOtv Jolli, GOtv Plus, GOtv Jinja, Value and Lite packages, are eligible for this offer.
Having the #Lockdown blues?
GOtv will be treating its customers to some exciting new and returning shows to keep its customers entertained this weekend.
Here’s what’s hot on GOtv:
Catch Halita S2 episode 5 on AM Family (channel 2) Friday, 17th April at 7:30pm. Kaza and King get a rude shock and tempers flare between Dosha and Afrah, bringing things to a head. Altine comes up with a new strategy for Bobby.
Brand new for the kids I, Elvis Riboldi on Cartoon Network (channel 67). This cartoon series will recount the daily adventures of an energetic, scatter-brained, impulsive, reckless an slightly destructive boy named Elvis. With his friends Boris and Emma, Elvis takes on whatever happens in his smallish home city of Icaria. Premieres Saturday, 18th April at 5:45am.
Wrestling fans can enjoy the WWE SmackDown 2020 airing LIVE on SuperSport Select 5 (channel 36) this Saturday, 18th April at 1am.
Brand new show alert! Zee World (channel 25) brings you its first ever reality show from the Indian shores called Delhi Darlings. This reality show gives viewers a glimpse into the glamorous lives of ten super rich socialites from Delhi. And whoever said too much bling is a thing obviously didn’t know what they were talking about. Weekends at 4pm, starting Saturday, 18th April.
Do you admire wildlife? Dead By Dawn is showing on National Geographic Wild (channel 47). Witness the wild horror that animals must face once the comforting light from the sun fades into the darkness, that brings death. Sunday, 19th April at 5:45pm.
Global Citizen’s One World: Together At Home airs on Sunday 19th April on FoxLife (channel 20) at 2:50pm, E! Entertainment (channel 26) at 5pm and MTV Base (channel 72) at 8pm. The special broadcast will celebrate and support health care workers and the COVID-19 Solidarity Response Fund for the World Health Organization and will feature performances by different artistes including Lady Gaga, John Legend, Jennifer Lopez, Billie Eilish, Burna Boy with appearances by Oprah Winfrey, Chris Martin, Idris & Sabrina Elba and David Beckham amongst others. There will be a repeat broadcast on Monday, 20th April at 3:30pm on BET (channel 21).
Don’t forget, the Hallelujah Channel is on GOtv channel 29. The channel will give GOtv viewers an immersive ‘church at home’ experience with praise and worship sessions, sermons, choir ministrations, prayers and other wholesome family programming from well-known churches in Nigeria such as RCCG City of David, Daystar Christian Centre, Mountain of Fire and Miracles (MFM), Kingsway International Christian Centre (KICC), Harvesters International Christian Centre (HICC), The Elevation Church, Diplomats’ Assembly, Kornerstone, Salvation Ministries and more. Available to GOtv Max, Jolli and Plus customers.
Don’t miss out on the quality programming in April. Follow GOtv on Twitter, Instagram and Facebook for more. Visit www.gotvafrica.com or download the MyGOtv app from the iOS and Android store to find out more and for self-service options. You can also pay for your GOtv subscription using – USSD CODE (*288#), PAGA, Quickteller, Automated Teller Machines and Bank Apps. The GOtv toll lines; Etisalat (09085330333), MTN (08139842260), Airtel (07080630900) & Glo (08117930333) are also available to speak with customer service representatives.
Africa Magic, Nigeria’s leading content provider of premium African entertainment will from 20 April 2020 end its lifestyle magazine show. The show which kicked off 1 July 2010, was on air for 10 years.
Studio 53 Extra was created as a spin-off of Studio 53 which was hosted by the dapper IK Osakioduwa and talented Kemi Adetiba. The 53 in the coinage represented the 53 countries that formed the African Union. It showcased the best of Africa in fashion, food, destination travels, décor, music and the whole nine yards of lifestyle. Each 30-minute episode offered a lavish serving of the finest things Africa has to offer.
Speaking on this new development, Channel Director, Africa Magic, Wangi Mba-Uzoukwu, “It has been said that all good things must come to an end, and it’s been 10 great years of adventure. It brings us great sadness but as a business, we continue to evolve and innovate in new directions.’
Studio 53 Extra was draped with a double dose of girl power with Dolapo Oni and Eku Edewor as co-pilots at its launch and featured all the most wanted glitz, glam and gists. Studio 53 also beamed its spotlight on the brightest shining stars and celebrities of the African fashion, music and showbiz arena.
The show was later revamped to “53 Extra” a season after and continued to push its mandate in delivering the best of premium lifestyle on the continent and dish the inner scoops on the people and places making a great impact in the world of African entertainment both at home and abroad.
“We would like to thank everyone who worked on this production to make it a success, especially all the hosts, we appreciate the efforts and sacrifices made every week to turn in awesome episodes. And not leaving out the audience who tuned in every week.” Wangi Mba-Uzoukwu further said.
Over the years, new additions were added to the 53 Extra family with new co-hosts; Sika Osei and Ozzy Agu in 2014, Mawuli Gavor, Torah Olaiya and Amira Ibrahim Alfa in 2017 and Simi Drey in 2019.