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Wednesday, July 6, 2022

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There Will Be No BBNaija This Year 2022

For the first time since Big Brother Naija returned from the dead in 2016, after a 10-year hiatus, Big Brother Naija fans will not be able to watch the show this year.

The reason is that Multichoice Nigeria (owners of DSTV) wants to rest, and they want Big Brother Naija fans to rest too. Or probably they have given in to the clamour from a section of Nigerian youths telling them to rest the show this year being an election campaign year so that youths can focus on the appropriate things.

Big Brother Naija portfolio was a profitable cash cow and a good business for Mutichoice Nigeria.

Last year, brands paid as high as 750 million-1 billon naira to advertise on the show and it was competitive to even get a slot for a brand.

I wonder why they decided to rest the show this year.

Hopefully, by next year, they will review this painful decision and then make a proper, informed decision based on the data available to the management of Multichoice Nigeria.

In summary, there will be no Big Brother Naija this year.

This is a big blow to BBN’s loyal fans who have been waiting for their favorite show on TV to return to their screens and then to indigenous brands who want to showcase and advertise their hustle on the show.

For proper context, the Big Brother Naija platform has raised more young people from poverty and obscurity than this government has done.

This is terrible!

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