Music executive, Ubi Franklin, has observed that the Big Brother Naija (BBNaija) reality television show no longer generates the level of public attention and conversation it once enjoyed.
Franklin made the observation in a post shared on X on Monday, likening the reality show to an established music star who continues to attract audiences and achieve commercial success but has gradually lost the prominence that once placed the artiste at the centre of public discourse.
While acknowledging the continued strength of the BBNaija brand, the music executive said its influence on popular culture has diminished compared with previous years.
Franklin argued that maintaining commercial success alone may not be sufficient to sustain long-term relevance, stressing the need for the reality show to reassess its strategy and introduce changes capable of reconnecting it with audiences.
“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.
“That’s where Big Brother is today. It’s still a big brand, but the cultural relevance isn’t what it used to be.
Sometimes being successful isn’t enough — you have to go back to the drawing board, re-strategise, reposition and find a way to become relevant again,” he wrote.
Franklin’s comments come as the ongoing Season 11 edition of the reality show, tagged ‘Show Ya Sef’, continues to attract mixed reactions from viewers. Some viewers have described the early weeks of the season as slow and lacking the excitement associated with previous editions.
The current season is scheduled to conclude on October 4, 2026, with the eventual winner set to receive a N160 million grand prize.
