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Big Brother Naija Report The Report Background Till date, there exists no concrete body of research that examines the direct and indirect impact of the show on young people in Nigeria as well as its bearing on the Nigerian economy and society at large. Hence the need for this report. To fill this gap, we set out to compile the first-ever BBNaija report with the following objectives in mind: - Examine whether the Big Brother Naija show provides any direct or indirect opportunity to young people in Nigeria Big Brother Naija Reunion - Identify the contributions of the show to youth culture in Nigeria Big Brother Naija (BBNaija), first screened in Nigeria in 2006, is a have asked: Nigerian reality television series based on the Big Brother - Identify, if any, the impact of the reality TV show on the television franchise. what is the rationale for gathering a group of able-bodied young men and Nigerian economy women in a house to simply eat, drink, party, participate in periodic tasks The show features 12 - 20 contestants who live in an isolated and have sex? The report was derived through primary and secondary house and compete for huge cash prizes and gifts worth over What value could a reality show that is not a talent hunt bring? statistics sources and comprised both qualitative and $100,000 by avoiding eviction from the house by viewers of the Does the show really create real opportunities for young people to quantitative research methods. We also employed Interviews, show. succeed? Focused Group Discussions, Online Research, and Surveys. Big Brother Naija’s first coming was in 2006 as Big Brother These questions and numerous others require that one look beyond the We surveyed the organizers of the show; ex-housemates; Nigeria. For about eleven years after its 2006 debut, the reality surface. That one digs deeper – beyond the entertainment value which is auditionees; sponsors; journalists and bloggers; critics of the TV show did not air until January 2017 when it made its return. by no means irrelevant – and start to see how the show provides an show; fans of the show, and the general viewing public. Since then, the show has incited different emotions in people: opportunity for young people and why thousands of people show up for anger, excitement, and condemnation. When taken at face value, its auditions. Big Brother Naija comes off as purely entertaining, hence some A P laqad.com R eport Till date, there exists no concrete body of research that examines the direct and indirect impact of the show on young people in Nigeria as well as its bearing on the Nigerian economy and society at large. Hence the need for this report. To fill this gap, we set out to compile the first-ever BBNaija report with the following objectives in mind: - Examine whether the Big Brother Naija show provides any direct or indirect opportunity to young people in Nigeria - Identify the contributions of the show to youth culture in Nigeria Big Brother Naija (BBNaija), first screened in Nigeria in 2006, is a Nigerian reality television series based on the Big Brother - Identify, if any, the impact of the reality TV show on the television franchise. Nigerian economy The show features 12 - 20 contestants who live in an isolated The report was derived through primary and secondary house and compete for huge cash prizes and gifts worth over statistics sources and comprised both qualitative and $100,000 by avoiding eviction from the house by viewers of the quantitative research methods. We also employed Interviews, show. Focused Group Discussions, Online Research, and Surveys. We surveyed the organizers of the show; Big Brother Naija’s first coming was in 2006 as Big Brother We surveyed the organizers of the show; ex-housemates; ex-housemates; auditionees; sponsors; Nigeria. For about eleven years after its 2006 debut, the reality auditionees; sponsors; journalists and bloggers; critics of the journalists and bloggers; critics of the TV show did not air until January 2017 when it made its return. show; fans of the show, and the general viewing public. show; fans of the show, and the general Since then, the show has incited different emotions in people: viewing public. anger, excitement, and condemnation. When taken at face value, Big Brother Naija comes off as purely entertaining, hence some CEE C A P laqad.com R eport Regulations and Control Parental Control – The show is Parents have the ultimate control – rated +18 they can block the channel MultiChoice Nigeria abides by all regulatory Customers have the stipulation in producing BBN, and option to Opt in/Out the same standard is witnessed across other productions A P laqad.com R eport Introduction Introduction On the other hand, supporters of the BBNaija show have also been quick to come to its defense. According to them, Big Brother Naija, beyond its entertainment value, holds vital socio-economic value for not just the Men contestants, but the larger Nigerian society. Women For one, they argue that the show provides arguably the best 32% 67.9% opportunity for young people to succeed in Nigeria. They cite the celebrity status conferred on previous contestants and the attendant numerous monetization opportunities that About 70% of Big Brother come with such as proof. Naija Viewers Are Female According to them, the show also has a multiplier effect that resonates across industries and value chains with a significant In Nigeria, barring perhaps a natural disaster, a presidential young men and women in a house simply to eat, drink, party, impact on the nation’s GDP. election, or the Super Eagles of Nigeria playing a FIFA world cup and participate in some fun games and tasks. final, no other event has the popularity and stickiness to get They cite industries like entertainment, telecoms, fashion, Nigerians glued to their TV for hours unending like Big Brother Critics also readily claim that the sexual freedom encouraged in hospitality, tourism, and media as direct beneficiaries of the Naija or BBNaija as it is more popularly called. the Big Brother Naija house is alien to the Nigerian culture. reality show. The reality TV show which will run its fourth edition in 2019, this For instance, critics have claimed that the organizers of the time in Nigeria, is arguably the most watched show in Africa. show, by not outrightly prohibiting contestants from having sex freely in the house in the full glare of the world, have served to However, while the popularity of the show among Nigeria’s encourage sexual indiscretion among young people in Nigeria. teeming youth population has never been in doubt as portrayed by its huge audition and viewership numbers, many have They also question the intrinsic value of a reality TV show as Big questioned the rationality of gathering a group of able-bodied Brother Naija which is not a regular talent hunt. A P laqad.com R eport On the other hand, supporters of the BBNaija show have also been quick to come to its defense. 7.7% 1.3% 1.3% 2.6% 6.4% 9.0% 56.4% 10.3% 2006 2008 2011 2014 2015 2016 2017 2018 According to them, Big Brother Naija, beyond its entertainment value, holds vital socio-economic value for not just the contestants, but the larger Nigerian society. For one, they argue that the show provides arguably the best opportunity for young people to succeed in Nigeria. 56.4% of Respondents first They cite the celebrity status conferred on previous contestants heard about the BBNaija in 2017 and the attendant numerous monetization opportunities that come with such as proof. show was “...designed to spot and groom new talents in the entertainment industry in Nigeria and beyond.” According to them, the show also has a multiplier effect that The respondents opined that keeping different people from resonates across industries and value chains with a significant different backgrounds under the same roof is a good way to see the In Nigeria, barring perhaps a natural disaster, a presidential young men and women in a house simply to eat, drink, party, impact on the nation’s GDP. individuals express their unique personalities and varying talents. election, or the Super Eagles of Nigeria playing a FIFA world cup and participate in some fun games and tasks. final, no other event has the popularity and stickiness to get They cite industries like entertainment, telecoms, fashion, 2017 was clearly a defining year for BBNaija. 56.4% of those Nigerians glued to their TV for hours unending like Big Brother Critics also readily claim that the sexual freedom encouraged in hospitality, tourism, and media as direct beneficiaries of the surveyed say they first heard about the reality show in 2017 even Naija or BBNaija as it is more popularly called. the Big Brother Naija house is alien to the Nigerian culture. reality show. though the first edition of the show was in 2006. For instance, critics have claimed that the organizers of the The reality TV show which will run its fourth edition in 2019, this This is not unconnected to the massive awareness and popularity of show, by not outrightly prohibiting contestants from having sex Respondents Say Big Brother Naija is a time in Nigeria, is arguably the most watched show in Africa. the BBNaija See Gobe edition which produced celebrities like Bisola, freely in the house in the full glare of the world, have served to Talent Hunt Efe, Tboss, Uriel, and Miyonse among others. However, while the popularity of the show among Nigeria’s encourage sexual indiscretion among young people in Nigeria. Contrary to popular belief, a good majority of the teeming youth population has never been in doubt as portrayed 10.3% of the respondents first heard about the show in 2018, 9% They also question the intrinsic value of a reality TV show as Big viewers - about 60% - believe the BBNaija show is a talent by its huge audition and viewership numbers, many have in 2016 and only 7.7% of the current viewers of the show were Brother Naija which is not a regular talent hunt.
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