Music executive Ubi Franklin said the Big Brother Naija (BBNaija) reality show no longer commands public conversation as it once did.
Franklin, in a post on X on Monday, compared the show to a big artiste who still enjoys success and retains a fanbase but has lost the buzz that once made him the centre of attention.
According to him, Big Brother Naija remains a strong brand, but its cultural dominance has faded.
He noted that beyond sustaining success, it needs reinvention to stay relevant.
‘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.
His remarks come amid mixed reactions to the early weeks of the ongoing Season 11 ‘Show Ya Sef’ edition, which some viewers described as slow and boring.
The show is set to end on October 4, 2026, with the winner taking home the N160 million grand prize.