Music executive Ubi Franklin has said the reality show, BBNaija, has lost its relevance as it did in the past, despite remaining a big brand.
Franklin remarked in a post shared on his X account.
“Big Brother Naija reminds me of a massive artist who is still successful, still performing and still has fans, but no longer commands the conversation like before,” he said.
According to him, the reality show remains a major brand but has lost some of its previous cultural relevance.
“That’s where Big Brother is today. It’s still a big brand, but the cultural relevance isn’t what it used to be,” Franklin said.
He called for a rethink of the show’s strategy, saying success alone may not be enough to maintain relevance.
“Sometimes being successful isn’t enough—you have to go back to the drawing board, re-strategize, reposition and find a way to become relevant again,” he added.
ALSO READ: Phyna Says BBNaija Has Lost Its Relevance
In January, Phyna, a former Big Brother Naija housemate, has voiced her worries about the reality show’s present situation, claiming that many competitors lack the skills necessary to succeed after their time in the house.
During a livestream, she stated that several former roommates rely on the same fan base, which isn’t growing and can’t support their professions.
She clarified that without gaining new supporters, the audience merely switches their allegiance from one competitor to another.
Phyna went on to say that the programme has lost credibility, pointing out that BBNaija graduates are no longer treated with the same deference as they once were.
According to her, the prestige once associated with being a former contestant has significantly diminished.
She said, “The steeze housemates do have on the show they don’t have it again, because it’s the same fan base that moves from one to another, no new people, nothing new. It’s just the same people.
“And that aside, the show has lost credibility compared to the way it was before, because when you tell someone now that I came out of BBNaija, they won’t rate you like they do then.”
Phyna, whose real name is Ijeoma Josephina Otabor, won the seventh season of Big Brother Naija, tagged ‘Level Up’, on October 2, 2022.
She took home a grand prize of N100 million, beating fellow finalist Bryann with 40.74% of the votes.
