‘Reality TV is a prospective big market to invest in’
In its last week alone, the Big Brother Nigeria 2017 reality show recorded a whooping 26 million votes and rewarded its winner with N25 million, and a Kia Sorento SUV while the first runner up was appointed a ONE Ambasssador (a girl-child education advocacy group). Various reactions has trailed the show and generally the future of reality shows in the Nigerian entertainment sphere. In this interview, Kay Ugwuede speaks with Chinedu Ubachukwu, winner of the Gulder Ultimate Search (GUS) 2014 on the long break of the show and the future of reality TV in Nigeria.
Tell us a bit about yourself
I am Chinedu Ubachukwu. I am the 3rd child out of a family of 5 and the 2nd son. I am a Petroleum Engineer by profession but also in the entertainment industry as a host, model and an actor. I love music, politics and sports. I am from a humble and Christian background. I love being challenged in a positive manner and I hate dishonesty and greed.
N10 million and a brand new SUV! How did that change your life?
10 million!!! *laughs* We are talking about eight digits’ cash here, and besides the SUV was worth more than the cash prize. Apparently the SUV made me and still helps me make appearances with pride *laughs*. The show truly changed my social and financial status and I will remain ever grateful to God and Nigerian Breweries.
You won the last edition in 2014 and youngsters all over the country have been waiting in frenzy for the 12th edition since then. Sadly, N10 million prize money as at 2014 is thrice its worth right now. Should the show continue?
Yes, not just youngsters but everyone has been looking forward to the 12th edition. I’m still being asked on my social media and literally people stop me just to ask when the next edition will be. I really want to see the next edition more than anyone else and I pray it returns soonest.
Any idea why there has been a long pause in between?
It’s not like a long pause per say. The organizers have done bigger stuffs since 2014. Basically, they wanted to get to direct consumers. So rather than reward 12 people via GUS, they decided to reward thousands of Nigerians via promos where about 20 cars and consolation prizes were given out.
The show recorded the death of one of the contestants during the fourth edition at Shere Hills in Jos. Were you scared for your life and safety at the time you participated?
If you don’t take risks in life, you will never know. I always tend to look at the positives in every facet of live than the negatives. It’s unfortunate that someone passed away but we thank God that the show came back better and stronger. Although, I nearly peed in my pants during the last day of screening at Apapa (Sea School) were we had to jump off a ship into the water. *laughs* A man just got to do what a man got to do. The security and medical care was top notch and I think we got extra security from Anambra state as at then. So…
Asides from the prize money, what personal and interpersonal growth did you achieve by being on the show?
Oh yes, enormous growth. As I speak to you I am a proud Master’s degree holder in Petroleum Engineering from the University of Aberdeen. I had lots and still have lots of privileges just courtesy of winning GUS.
In addition to being a brand awareness platform for the Gulder brand, do you think the show would have done more for tourism in Nigeria given the locations of each edition? Does it have the potential to grow the tourism industry?
I think Nigeria is still a little bit behind in the tourism industry at the moment because all these locations are very epic that in the western world, people will make a trip to sites such as these to have a feel of it. So yes, with time I think it might work hand in hand to boost the tourism industry for example in Aguleri where the season I participated in held, I got to see where Eri one of the sons of Gad (The Son of Jacob) in Genesis 46:16 sojourned and I honestly never heard the story until I got there.
The Tenth Symbol, The Lost Helmet of General Maximillian, The General’s Helment; these were fables right?
*laughs real hard* Come on, these are no tales!! These stories are real life occurrences that took place decades ago, just like true tales of so many other lost treasures all over the world. Many young men and women had failed in times past. GUS is just a platform where the bravest and smartest warriors venture to retrieve these elements.
Let’s talk about reality shows. Should shows like Big Brother be allowed to continue airing or are we losing the mental capabilities of our future generation to ‘meaningless shows’ with the promise of great wealth?
I can’t stand against any show being aired or not, you know. Because you have no obligations to tune in if you don’t want to view. Besides I must give a big thumbs up to the Big Brother Naija organizers this year on how they transformed it from a show where shower hours and all sorts were the only highlights into a platform where you can become a UN ambassador and so on.
The main peeve a lot of Nigerians had about the Big Brother show was that it promoted immorality and values alien to us. I mean when compared to GUS where you learnt stamina and survival and perseverance, are they correct?
I think that notion would have been true some years back. From this edition, a ONE ambassador and brand ambassadors were made. Housemates discovered their acting and singing skills and so on. So these shows, like I said, need not be compared.
And taking the show to South Africa should have been a wake-up call to the government?
Nothing moves our government, I suppose.
Since we can’t compare these shows, do you think reality shows should be more diverse. Because I see a huge market in reality TV in Nigeria.
Yes, sure. It’s a prospective big market to be invested in and an avenue to change the lives of young Nigerians too. The success of this edition of the Big Brother show points to that.
Why do you think the BBNaijas’ and GUS’ and Project Fames’ have more viewership than the entrepreneurial reality shows for example?
*laughs* The suspense, the twists and turns will keep you glued. It’s entertainment mixed with whatever the show portrays unlike the entrepreneurial shows.
So they are boring?
They are not boring at all. But people will rather watch something entertaining like music or sports just for the entertainment factor. That’s the truth. I strongly believe an element of entertainment must be in the mix for these shows to succeed without straying from the goals and core values the show seeks to portray to its audience.
GUS and Big Brother – which would you choose all things being equal?
GUS, at least my fate is in my hands.
Would you share with us your future plans and endeavours?
I am working on expanding my foundation for kids and maybe grab another degree while I carry on with a regular 9-5. Nothing beats hands-on experience. In four years, I should be the new face in the political space in Nigeria.