Music executive Ubi Franklin has said Big Brother Naija no longer dominates public conversation as it did in previous years.
Franklin made the observation in a post on X on Monday, likening the reality show to a successful music artiste who still has a loyal audience but has lost the ability to command widespread attention.
According to him, BBNaija remains a major entertainment brand, but its influence on popular culture has declined.
He argued that maintaining commercial success alone may not be enough, suggesting that the show needs to rethink its strategy and reposition itself to regain relevance.
“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,” Franklin wrote.
His comments come amid discussions around the ongoing 11th season of the reality show, themed ‘Show Ya Sef’, with some viewers expressing dissatisfaction with the pace of the early weeks.
The season is scheduled to end on October 4, 2026, with the winner set to receive a N160 million grand prize.
