Music executive Ubi Franklin has called on the organisers of Big Brother Naija (BBNaija) to reassess the reality show’s strategy, saying it no longer commands the level of public conversation it once did.
Franklin made the observation in a post on X after fellow entertainment executive Bizzle Osikoya remarked that he had forgotten the reality show was still airing.
Reacting, Franklin likened BBNaija to a successful music artiste who continues to have fans and perform but is no longer at the centre of public discourse.
He acknowledged that the reality show remains a major entertainment brand but argued that its influence on popular culture has declined compared with previous years.
According to Franklin, maintaining success alone is not enough to guarantee continued relevance in a rapidly changing entertainment industry.
He therefore urged the show’s organisers to return to the drawing board, rethink its approach and reposition the franchise in a way that could reconnect it with audiences.
Franklin’s comments come as the 2026 edition of BBNaija continues to air, with the season scheduled to conclude on October 4.
The current edition, tagged “Show Ya Sef,” began with 24 housemates and introduced new twists as part of the show’s format.
The winner is set to receive a ₦160 million grand prize, reportedly the largest in the show’s history.
Franklin’s remarks have also fuelled an ongoing online conversation about whether BBNaija still generates the same level of cultural attention and social-media engagement associated with some of its earlier seasons.
