Wikipedia

Draft:Talk Shows In Nigeria


Introduction

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Talk shows refer to radio or television programs that make use of well-known personality who engages in discussions or is interviewed by another individual - Merriam-Webster Dictionary[1]. It is different from other television and radio programs by a variety of features. One difference is the presence of a group of people who engages in discussion topics as presented by the talk show host. This topic can cover areas such as social, political and economic events and the discussion can be in the form of a conversation or interview. Another feature of the talk show is that the personality of the host is crucial in determining the tone and pace of the discussion.

Significance of Talk Shows in Nigerian Media Landscape

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There are a number of talk shows in the Nigerian media especially on TV and radio[2] and these talk shows play significant roles especially in the media landscape. A major function of the media is the correlation function and these shows serves as a platform for discussing issues that are crucial to the public, helps disseminate information and raise the public awareness. They also promote dialogue, leading to a culture of debate and idea exchange which is very key especially in a diverse society like Nigeria where different viewpoints need to be heard.

Evolution of Talk Shows in Nigeria

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Nigerian talk shows have changed from formal, moderated conversations to more relaxed, conversational styles and this reflects how the country’s media landscape has evolved overtime.[3]

Talk shows like NTA Interview and Guest of the Week[4] featured interviews with officials and government statements, but they did not involve the listeners.

During the 1990s, the media became liberalized and this led to the development of programs such as New Dawn and Inside Out and they adopted a more relaxed, conversational approach, encouraging viewer engagement and addressing a wide range of topics. [5]At this time, investigative journalism programs like Focus Nigeria started to appear and their aim was to challenge and hold authority figures accountable.

The talk show landscape in the 21st century has been modified due to the emergence of satellite and private networks like Channels TV. These shows now include comedy, therapy and societal topics. An example is Moments with Mo [6]which has led to a shift to more emotional and intimate style as this is in line with the preferences of the viewers. A second element that has contributed to this shift is the digital era. Platforms like YouTube and social media, enables independent hosts to talk more on controversial topics and engage with younger audiences. And the viewers also engage in the moment, contributing to a lively and interactive atmosphere.[7]  Another factor in this transition has been the digital age. New independent hosts who tackle contentious subjects and interact with younger audiences are made possible by platforms such as YouTube. Through the use of social media, audiences participate real-time, creating a dynamic and engaging environment.

HISTORICAL BACKGROUND OF TALK SHOWS IN NIGERIA

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To some, talk shows may look like a relatively new occurrence. However, it is not. The first talk show was aired about 70 years ago in 1951 when television was just becoming a thing in America. It was hosted by Joe Franklin. About three years later, another show called, “The Tonight Show” aired as well with Steven Allen as host. [8]

In Nigeria, these shows will not exist without the advent of radio and television. Radio, for instance, was introduced in 1933 by the British colonial masters. It was mainly used for communicating with the masses. The Nigerian Broadcasting Corporation (NBC) acquired short wave transmitters from the States and turned over her medium wave stations to the respective state governments. Consequently, to create the current FRCN, NBC stations in Lagos, Ibadan, and Enugu were combined with Broadcasting Corporation of Northern Nigeria (BCNN). Reverend Victor Badejo was the first indigenous Director-General of Radio Nigeria.

Today, the Federal Radio Commission of Nigeria (FRCN) serves as the controller of radio broadcasting services in Nigeria. The television era turned this around by laying the foundations for talk shows. They addressed specific issues with a directedness that was unusual in the media space.

Then came liberalization of the airwaves in the early 1990s with African Independent Television (AIT), Channels and NTA becoming key platforms for talk shows. They did interviews, increase audience participation and interaction and were very entertaining. The 2000s brought about some global trends that also reflected on talk shows. These shows had more glamour and sophistication than ever before and having guests like politicians and everyday people talking about their issues. [9]

Owing to human creativity and broadcasting, talk shows came as a means of not just entertaining the viewers and listeners, but also to educate them. Nigeria has witnessed a large increase of talk shows across diverse platforms (terrestrial, cable, and more recently online). This significant increase has led to a more developed, diverse and booming media landscape, giving viewer and the audience more topics, perspectives and varied styles, people with diverse voices, perspectives, and ideas have been provided with a platform due to the increase of talk shows in Nigeria which have improved and modified the country’s media space. It would be interesting to watch Nigerian talk shows develop and adapt as the media space changes to suit the constant change of demands of its viewers.

TYPES OF TALK SHOWS IN NIGERIA

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In Nigeria, there are many types of talk shows often categorized under subgenres and they are discussed below.

Daytime Talk Shows

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Originating In the late 1970’s, daytime talk shows were originally created housewives and stay at home moms, but the audience has since grown. They cover a wide range of topics from lifestyle, current affairs to relationships and many more.  Some examples include Your View on TVC and Hello Nigeria on Wazobia Max TV.

Celebrity Interview and Entertainment Shows

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These are Show that talk on topics from popular culture, film, celebrity gossip, to fashion trends and music are generally categorized under celebrity interview and entertainment talk shows. Many of these shows feature an in-house audience that regularly participate in the show, answering questions from the hosts and participating in games and giveaways. Shows with lower budgets do not feature this, their setup is more cost effective. Some examples are The Nancy Isime Show [10][11]on HipTV, E-weekly on Silverbird TV, and Rubbin Minds Channels TV which is hosted by Ebuka Obi-Uchendu.

Political Talk Shows

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These shows focus on the political landscape of the country touching on matters like elections, governmental policies, and trending societal issues[12]. They are mostly made up of regular hosts and accompanied by major politicians, political analysts, lawyers and other experts.  On channels TV, Politics Today is a major talk show, and on Arise News[13], the evening show, Prime Time.

Youth and Lifestyle Talk Shows

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These are shows geared towards younger audiences that talk about topics that resonate with them, like youth fashion, relationships topics and music most of the time have hosts that are also members of the same demographic. These shows are called youth and lifestyle talk shows. Examples include The Spot on EbonyLife TV[14] and Youth Alive on AIT.[15]

Religious Talk Shows

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These shows revolve around religious teachings, faith, and spiritual guidance with many main churches now having dedicated TV stations. Most channels that show live religious services also have segments where they talk to an audience. Examples are Turning Point with David Jeremiah on TBN Africa, which is syndicated, and many more across various religious based TV stations in the country.

Health and Wellness Talk Shows

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These shows focus on health topics like nutrition, fitness, general health, and medical advice. These shows air mostly on news stations, or dedicated health channels. They may also be segments of a news show. These types of talk shows saw a rise in Nigeria during the Ebola Virus outbreak and consequently the Corona Virus outbreaks. Examples include Healthy Options on NTA, Health Matters on Channels TV.

MAJOR PLAYERS IN NIGERIAN TALK SHOWS

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The talk show industry in Nigeria, like any other industry, has specific people that are known as the major players. The industry itself is vibrant and diverse, a mix of daytime and late night formats.

Some of the major players in this industry include but are not limited to:

Ebuka Obi-Uchendu

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Chukwuebuka Obi-Uchendu[16] a Nigerian lawyer and media personality from Anambra State is widely known for hosting the reality show Big Brother Naija, the Rubbin’ Minds talk show on Channels TV that has run for a while, as well as co-hosting Men’s Corner and The Spot on Ebonylife Television. He has been nominated and awarded Outstanding TV Presenter of the Year at the Nigerian Broadcasters Merit Awards for his work on Rubbin’ Minds. He recently premiered his lifestyle show on Amazon Prime, titled Ebuka turns up Africa the show is poised as one that will take audiences both within and outside of Africa on an exhilarating adventure across Africa, uncovering hidden treasures and testing friendships.[17]

Mo Abudu[18]

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Often referred to as the "Oprah of Africa," she is the CEO of EbonyLife TV[19] and the host of Moments with Mo. She started airing her popular talk show Moments with in 2006 and it later metamorphosed into syndicated series such as Moments and Moments Z across Africa in Kenya, Ghana Nigeria, and South Africa. She is also well known from her interview with Hilary Clinton, ex-presidential candidate for USA. Furthermore, she was recognized by Forbes as the first woman in the continent to own a Pan-African TV channel after launching EbonyLife TV.

Funmi Iyanda

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She is best known[20] for her talk show which aired on NTA, New Dawn with Funmi. She is the CEO of Oya media advisory UK and also produced the show, Public eye, which was to create awareness of the societal issues and proffer solutions to them innovatively. She has created acclaimed media content across a variety of platforms and genres, with many of her shows being nominated or having won major TV awards globally and in Nigeria. [21]

Toke Makinwa

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A prominent media personality and host of The Morning Drive on Rhythm 93.7 FM and the online talk show Toke Moments[22]. She is well known for her popular lockdown YouTube series Therapy a comedic show with Folarin “Falz” Falana, airing during the 2020 Covid-19 pandemic. Her memoir “On Becoming” was released in November 2016. The radio personality talks about her struggles, the loss of her parents, and addresses the betrayal by her ex-husband. Toke went on a book tour in the U.S, Nigeria, the U.K, South Africa, and parts of East Africa. [23]

Osas Ighodaro

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Starting off as a host of the now scrapped Maltina Dance off, she migrated to acting and talk show hosting. She founded the production company, Imuetinyan Productions, to promote positive change in the community as well as entertain. She is famous for her stand in the frontline against malaria. She hosted the Headies awards in 2022 and 2023.[24]

These personalities have made significant contributions to the talk show scene in Nigeria, blending local and international influences to create engaging content for a diverse audience.

CHALLENGES FACED BY NIGERIAN TALK SHOWS

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Funding and sponsorship

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Most of the shows broadcast or produced have limited finances meaning that the quality of production equipment, entertainment sets, and promotional material cannot be compared to a well-financed show. On the hand of sponsorship, it can still be challenging to acquire due to competition within the media market, as well as fluctuating economic conditions which result in fluctuating advertising revenues. Sponsors may prefer those programs that have already been produced and are known to have many viewers that watch those programs, it may be difficult for new talk shows or those with a limited focus to gain the needed funds to produce the program.[25]

Content Regulation and Censorship

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With regard to censorship, these limitations are easily observed when watching programs that are aired within the country – one could conclude that NBC has exceptionally strict standards that are being enforced on all programs in terms of moral and ethical standards of the country. That said while this may prove burdensome to producers especially when it comes to publishing content that may cause problems for them, it also stifles creativity and free speech on issues that some may consider sensitive.  [26]On the hand of content regulations, businesses face challenges when it comes to compliance with a complex legal framework and this can be considered a weakness as small manufacturing enterprises usually need more time and money to spend on the analysis of the proper rules to follow. This might bring fines, banned telescopic events or concerts, or our daily basis would have to be constantly dreaming up shows with warnings.[27]

Technical and production challenges

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The problem of quality of talk shows, cameras, lighting, and sound facilities are limited and cannot be easily procured due to some legal laws from the authorities. Additionally, live broadcasts and recording sessions can be interrupted by the constant power blackouts in Nigeria, requiring backup power systems, such as generators, which might be very costly. Also, there are issues with internet connectivity. It is essential for ‘live streaming’ and to be able to engage with the audiences while the gaming session is in progress it requires a stable internet connection with a fast connection speed. Such efforts and experiences of the viewers which are given above also can be affected by the inconsistency of internet service.

Audience and Engagement

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Nigeria’s cultural diversity and varying content preferences makes it challenging to create content that appeals to a broad audience, shows must balance different interests and cultural sensitivities. Competition from other forms of media has occurred due to the rise of digital media and content-on-demand platforms like Netflix and YouTube has intensified competition, making it harder for traditional television to retain viewership.

Marketing and Distribution

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Broadcasting limitations, especially in less developed areas, restrict the reach of many talk shows. When there is a limit in the reach, it affects the success of the talk show and also the impact it could have on the potential listeners. This issue is compounded by the digital divide in Nigeria. Furthermore, many shows lack the marketing budget to effectively promote their content which is crucial for building a loyal audience.[28]

FUTURE PROSPECTS AND TRENDS FOR TALK SHOWS IN NIGERIA

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Talk shows have been a staple of the Nigerian media landscape, offering a platform for social commentary, entertainment and shaping public discourse [29]. As the only constant thing is change and the media terrain continues to evolve, so too will the format and function of talk shows; therefore it is essential to examine the future possibilities for talk shows in Nigeria. This shift in talk shows will be attributed to advances in technology, consumer preferences, the major forces and players of the Nigerian entertainment and media (E&M) market amongst other significant factors. All of these factors need to be carefully put into consideration.

Digital Convergence, Technological Advancements and Economic Influences

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In this 21st century that is constantly witnessing rapid technological advancements, convergence of digital mediums and platforms is becoming a new trend and prospect especially for Nigerian talk shows. With statistics indicating that internet penetration in Nigeria was at about 45.3% in 2020 and has been on a steady increase, talk shows are now streaming live on multiple platforms such as Facebook, YouTube, and Instagram. This has led to the shows reaching a wider audience beyond conventional television [30]. This progress is encouraging talk shows to adopt multi-platform strategies to ensure accessibility across various digital devices and formats, enhancing their reach and interaction with viewers.

On the part of economic factors, challenges such as unemployment and inflation[31] are pressing societal issues within Nigeria that are of relevance to Nigerian citizens and are thus paid attention to when discussed. With the diversification and growth of the Nigerian economy due to globalization and investments, opportunities for financial support from local businesses and international investors are expected to increase[32]. Through these financial strategies and infrastructural investments, the talk show industry (and the entertainment industry in general) will be able to overcome the challenges that the economic constraints pose.

Content Diversity Representation and Formats

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Over the years, Nigerian talk shows have begun expanding their content and subject matter tobfields such as lifestyle, politics, entertainment, gossip, etc. This broadening of topics is a future trend that will help in the skyrocketing of the talk show industry in Nigeria as diverse topic appeal to diverse audiences, thereby gaining traction to the show. This diversity in content also keeps the audience engaged as the show is not just linear or moderated to fixed topics/interests. To remain relevant, talk shows must adapt their content to cater to these diverse (and segmented) audiences, ensuring that their programming is localized, inclusive and reflective of Nigeria’s pluralistic society[33].

Because of their need for a wider reach, new formats such as podcast-style talk shows and interactive live streams are emerging, offering innovative ways for more intimate and in-depth discussions, attracting engagement from audiences who prefer long-form content, and democratizing the talk show format to include more diverse voices.

Influence of Interactive Technology (Social Media), Audience Engagement and Participation

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Interactive technologies, especially social media, have emerged as a major driver of talk show content in Nigeria, with many shows integrating social media elements and techniques such as direct interaction between host and audience via comment response, polls, live Q&A sessions, hash tag usage and other features[34] to push/promote their content and also facilitate the growth of their show in terms of audience engagement, fandom creation, monetization opportunities as well as fostering community. [35]noted that some producers put structures (such as apps or heavily interactive social media profiles) in place that allow viewers to provide feedback and material that is subsequently incorporated into the show. Considering that audience preferences and demographics (Millennial and Gen-Z) are constantly evolving, this strategy consequently reinforces a sense of collaborative ownership (between the audience and the show runners) and also allows a more robust, diverse and inclusive content. This in turn will aid in encouraging community building and audience loyalty. The use of interactive technologies is likely to persist as talk shows will continually search for innovative ways to ensure their sustainability and importance.[36]

Rise of Celebrity and Influencer Culture

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Talk shows nowadays are leveraging the appeal of popular public figures by featuring celebrities, social media influencers and Key Opinion Leaders (KOLs) as guests on their show. Now, with the increase in number of celebrities or what is perceived as celebrity and the rise of celebrity culture in the world and Nigeria primarily, we see that a show’s relevance, viewership and its desire to be watched by the audience can be promoted by just having public figures or well-known individuals as guests[37] . We see this trend in shows such as #BBNaija: The Buzz (a talk show that is primarily that talks about the Big Brother Naija (BBN) reality TV show), The Teju Babyface Show, The Nancy Isime’s Show, and other Nigerian talk shows. [38]

Censorship and Regulation

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The censorship and regulatory bodies in Nigeria prove t very difficult to start and even continue a talk show that is free, relaxed, ad able to discuss certain topics without threat or harassment. Thus, Nigerian talk shows have to be careful while executing operations to ensure they are not found wanting in the eye of the law and are abiding to the code documented and published by the National Broadcasting Commission (NBC) which is the body in charge of everything media related in Nigeria.

In shaping the media landscape, especially for talk shows, the NBC plays a very critical role by overseeing broadcasting standards and ensuring compliance with regulations. The future prospects for talk shows will depend, in part, on how regulatory bodies navigate this balance, fostering an environment that supports free and open dialogue while safeguarding against harmful content. However, the digital landscape offers more opportunities for independent creators to bypass traditional gatekeepers and reach audiences directly, thus potentially alleviating some of the constraints posed by stringent regulatory environments.[39]

CONCLUSION

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Having walked through and analyzing in depth, the ecosystem, body, and complexities of the talk show genre in Nigeria, inclusive of the various elements that make up the talk show space, as well as the television genre itself, we can therefore conclude with the following assertions on the genre.

Talk-shows consist of multi-dimensional or multi-faceted elements that can vary between important discourse on issues of politics, the academia to more relaxed elements of pop-culture, health and lifestyle, as well as religion based conversations, infused together to inform, educate and entertain the viewer.

It cannot be overly emphasized, the importance of talk shows on the affairs, humanity, education of the Nigerian people. Talk shows serve as a vessel of unfiltered knowledge that are designed to enable its viewers make informed decisions of a wide variety of topics or issues, as discussions on the topics per episode cover issues and situations that directly or indirectly affect the viewers.

With talents like Agatha Amata and her talk show Inside Out, which is centered around political and social issues, setting a great precedence for talk shows in Nigeria, along with a solid landing platform for other talk shows to grow on. Early television networks like channels Television and AIT carrying the mantle with ground breaking talk shows like moment with Mo, and Rubbin’Minds also caused a disruption in the way people consume information.

It is also important to understand that Nigerian talk shows are quite diverse as they contain a multitude of genres spanning across a large and dynamic audience base. The Nigerian talk show space, stretches over daytime shows tailored to the taste of housewives and other homebodies with shows like; Hello Nigeria, Your View,  The Nancy Isime show, and shows aired at prime time i.e. the time in which a large percentage of a station’s target audience has their attention centered or focused around the television or the show being aired, such as politically informative shows like politics today, as well as shows intended for the youth and their lifestyle such as; the spot and youth alive, and religious shows like turning point and healthy options.

With all great ground-breaking industries however, come their challenges; these challenges vary from funding and scholarship, to content regulation, technical issues, audience engagement as well as marketing and distribution.

However, with the aid of digital convergence and future technological advancements, we are confident that the genre will not be dying anytime soon, but will rather ascend across greater heights, accessible, enjoyable and useable to every viewer, while at the same time extracting the attention from less than enthusiastic viewers, effectively breaking the scarcity of attention within the Nigerian media attention economy and surviving a fade out from the content consumption ecosystem in Nigeria.

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