AUSTIN FAIR, Lagos
From the horse’s mouth, it’s now a known fact that there is big profit in organizing a television reality show [contest] like the just-concluded Big Brother Naija. At the same time, it is very capital expensive to do so.
According to Mr. John Ugbe, big boss of Multichoice and owners of the overall franchise, it cost them about N3.5 billion to host it while the returns which he was however economical about, was more than enough to defray the cost.
From the number of SMS released alone, it was certain that there was billions of naira rain. Then you add the number of commercial endorsements that flowed in while it lasted. Don’t also forget that the prizes equally came from outside. The star prize of SUV vehicle was donated by Innoson Motors, for instance.
What it means is that that something similar to the BBN is a profitable business which anybody can dabble into. Forget about its value, viewers here [especially the youths] seemed to be engrossed and ready to clutch to it no matter what it costs them in terms of time, energy and resources. Immorality sells faster than any commodity in our nation.
But there is a snag. A big mountain to climb. Platform. Whereas Multichoice owns DStv and GOtv where the programme shows, an outsider must consider the cost of securing a platform to think of venturing into it. In sum, that alone is enough to put other investors off. Even conglomerates do not find it easy hosting such shows.
If, according to sources, Multichoice made about N27 billion from SMS alone, that is massive and huge profit. Once the standard and setting is good, viewers are always ready to play ball. But that is because they own the platform and this piece is actually an answer to various questions from anxious viewers on why reality TV shows are not many in Nigeria.
The youths who are the predominant viewers of the BBN in Nigeria seem not to have plans over their life, future or any other thing once the programme is running. So, they want replacements once each edition ends.
Now, much as Nigerian investors [businessmen] are quick to grab, exploit and even ’monotonize’ every profitable business venture like the BBN, they are weighed down by access to a platform first. It is not easy for the ‘outsider’.
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The OPINION / COLUMN is authored by independent contributors to the National Accord Newspaper. While contributors adhere to our editorial guidelines, they are not employed by the National Accord Newspaper. The perspectives and opinions expressed herein are solely those of the author and do not represent the views of the National Accord Newspaper or its staff.
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