Media personality and entrepreneur Ubi Franklin Ofem has sparked reactions online after he has questioned the current cultural relevance of Big Brother Naija.
Franklin made the remarks in a post on X while reflecting on the reality show’s position in Nigeria’s entertainment industry.
Franklin described a “massive artist” who remains successful, performs and has a loyal fan base but allegedly no longer commands public conversation as much as before.
“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 wrote.
The description has led some social media users to speculate that Franklin was referring to Wizkid, one of Nigeria’s most successful music exports.
Franklin went on to argue that BBNaija remains a major brand but has lost some of the cultural relevance it enjoyed in previous years.
“That’s where Big Brother is today. It’s still a big brand, but the cultural relevance isn’t what it used to be,” he said.
He suggested that continued success should not prevent a brand from reassessing its strategy and finding new ways to connect with its audience.
“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,” Franklin added.
His comments come as BBNaija Season 11 continues to air, with 24 housemates competing for the grand prize.
While the reality show remains one of Nigeria’s biggest entertainment franchises, Franklin’s post has reignited debate over whether it still dominates popular culture and social media conversations to the extent it once did.
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