It is generally expected of firms and corporate bodies to give back to the society by funding good community projects, engaging in philanthropy, etc. to benefit their host society. This has been accepted as "corporate social responsibility." Indeed, the unrest in the Niger-Delta has been partly linked to the oil-firms not doing enough or for colluding with the regional leaders and government officials to short-change the common peoples of the area. Many firms now see Nigerian people as their host to be rewarded, placated, enticed and seduced at the same time. Consequently, all sorts of promo, TV reality-shows and what-not have inundated the landscape within the last few years. While many of our youths have been turned into instant millionaires, celebrities and common-folk turned into 'tear-rubber' car owners, with others given opportunities to kick-start a career, it is unfortunate that a critical analysis reflects inadequacies in the arrangements and regulatory monitoring.
The trend these days is degenerating into corporate social irresponsibility. It seems some would stop at nothing to take advantage of the populace just because we have leaders who have fostered a plundered economy upon us such that ordinary niceties of life have become luxuries in our nation. I will rate these promo-shows into various categories, viz; the good, the bad, the ugly and the obscene. You decide which fits into what! Below are samplers.
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1. The Who Wants To Be A Millionaire Show of MTN - arguably one of the most popular programs on TV. Chances of participation are fair and open. It tasks the intellect; you earn for the breadth of your general knowledge and must be prepared, not just for a few days but depend on your overall IQ and courage. I wonder how their prizes would have been affected had Soludo's Naira redenomination proposal sailed through. The cost of sending mobile text messages to the program is on the high side, especially now to recommend ‘Who Should Be A Millionaire.’
2. Star Quest - A program of Nigerian Breweries to discover and nurture talents in the music industry. The star prizes being a recording contract and modest sums for the winning group. The fantastic thing is that instrument players are included in each band, not just a beautiful or sweet crooner. They are to perform popular songs as well as compose their own - great concept.
3. The Entrepreneur - This is ECOBANK sponsored TV show that seeks to empower ordinary people in little ways. They have empathy and really look out to assist contestants.
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4. The Dragons' Den - This show sponsored by UBA is the venture capitalist's outlook. While the concept is good, there could be improvements. For example, each contestant may get something for being considered to even share his idea on air. The panel too may refrain from being over-critical and seek out to genuinely help contestants... what am I thinking, they are investors looking out only for their own returns!
5. The Apprentice - This was sponsored by Bank PHB, I think. The concept though great should be modified to suit our society as we do NOT really live in Donald Trump's world.
6. Silverbird's Most Beautiful Girl in Nigeria - This is another show that seeks 'Beauty and Brains' amongst Nigerian ladies. The prize is not too immodest and the competition has been scandal free. They even produced the first black Miss World; our very Agbani Darego. The minus, if any, is it concentrates so much on undergraduates and fresh graduates that one wonders if others are deliberately screened out.
7. AMBO show is Amstel Malta Box Office - The aim is to discover Nollywood's next talent. The prize is a little flamboyant in my opinion and the rattmatazz a little too much. Good idea, over packaging.
8. Zain's Remember The Lyrics - To me, this is a Vain show with a ridiculous prize sum just so they may claim to have the 'biggest prize money on Nigerian TV.' Besides, for such a zenith prize to aim for, their guaranteed sum of 150k is lowly and pathetic! Being rewarded for remembering lyrics of songs is okay but what is the big deal really and why the preponderance of foreign songs?
9. Big Brother Series - This is a show with little or no benefits. What is to be gained by locking people in and forcing strangers to live together in a house just so that we may observe them with their knowing it? It is not a scientific study, is it? The prize is ridiculously high in my opinion. And to say some have fashioned a children version called 'Home Alone'?
10. Guilder’s Ultimate Search - This is another waste of money and everyone's time by a corporation simply because they can afford it. Why Hide an artifact and have youths search for it to rake in Millions and a Jeep? Even the American Show "Fear Factor" is more tasking in every respect and seems more justified.
11. Others - There are others like Star Football related show, Football with Fash (now Okocha), Maltina Street Dance, Starcomm’s Break the Bank, etc. They all promise great returns for little effort. Several multinational organizations like Beverage and Telecomm companies have promos promising millions of ABC, thousands of XYZ, etc. to be won. In reality, very few prizes are given out or just the cheap ones not the major prizes. Who keeps track to ensure they give out EXACTLY what has been promised? Some Text-and-Win shows even give the false impression that the user would win once the correct answer has been supplied whereas a raffle draw is to be done to (purportedly?) select the winner out of several entries. Do we have a functioning Consumer's Protection Council? Are there uncompromised regulators doing their job? Perhaps, I envy the youths and their numerous opportunities to strike it rich and become a wealthy celebrity overnight? May be not.
I think there should be moderation in everything and we should not send the wrong message to the younger generation. Values such as hardwork, morality, patience should not be eroded. I sometimes fear for the kind of managers promoting brands in our corporations, that they could even think up some ideas, is really nauseating. Throwing Millions and SUV's at people for participation in a promo like the banks save-and-win OCCASIONALY is okay.
That is pure chance at work. But throwing same at fee-paying registrant youths for participating in a few-days TV reality show is NOT. It sends the wrong signals and so many of them now think of only that avenue (apart form Yahoo-yahoo) to make it big and fast. Life is not like that. There are many honest people who labour and contribute to society in numerous ways and barely earn enough to survive - doctors, vulcanizers, teachers, clerks, etc. They do not get wealth thrown at them. For instance, a telecomm firm appoints ambassadors (on whom is splashed millions) but considers mostly entertainers who are already famous and rich.
Are these necessarily the most suitable role models for young people? What is wrong if they select some renowned lecturers writing useful software or books for the nation or renowned traffic wardens, policemen, etc. who excel in their day-to-day duties? The matter has not been treated exhaustively and these are only my opinions but I think we all need to reflect on the kind of society that we want. If people are made to believe in spontaneous prosperity then we should equally remember that ‘Easy come, Easy Go!’ It is not surprising that about three quarters of lottery winners worldwide normally squander their winnings and return to penury within a few years. Greed, desperation and keeping up with the neighbour’s material taste will only stimulate the crime rate. The reality of life is not depicted in TV promo cum reality shows.
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