Astute journalist and quintessential sports marketing guru, Taye Ige, owns one of the biggest production studios in the West African Sub-region. Fully equipped with ultra modern broadcast equipment – the studio facility known as HS Studios has played host to the last two editions of the Nigerian Idol musical talent show.
In this one-on-one with the multiple-talented Media Executive, Ige bared his mind on the hosting of the show, back-to-back for two successful seasons of top notch entertainment and panache.
Question: Sir, what prompted organisers of the Nigerian Idol to partner with HS Media for the packaging, production and broadcast of the yearly singing show?
Answer: No, I think there’s a misconception there. HS Studios partnership with Nigerian Idol is to the extent of being facilities providers for the yearly Show. Things like production etc are outside the purview of the relationship.
Question: How has the journey been in terms of acceptance and quality in delivery?
Answer: Well, the situation speaks for itself. We just had a successful run which concluded Sunday. That was the second time in a row. If they had issues or were in any way dissatisfied with their experience in the past, they won’t keep coming.
Question: What would you say has been the most satisfying elements of HS Media’s collaboration with the Nigerian Idol?
Answer: This relationship has ticked so many boxes positively for us at HS Studios but by far the most satisfying is that it has convinced us in a most assured way, that our heads were skewed in the right places when we decided to massively invest in this business. You recall that prior to now, big time reality shows of this calibre held outside the country with all the logistical challenges that attend such ventures. BB Naija, The Voice Naija etc used to be produced from outside the shores of our land even though sponsored by Nigerian companies. So we thought this wasn’t right and decided to address the major concern of Producers which was the absence of quality production facilities and here we are today.
In addition to Nigerian Idol, HS Studios has also been found good enough for such international big Shows as the MTN Yellow Star, Shout, an upcoming Show that will most likely be the biggest thing in the Nigerian entertainment arena coming up soon, …, … and MTN We Move, a Nigerian Super Eagles series sponsored by the Team’s official telecommunications partner.
Question: Has your previous work in sports marketing been a factor in your capacity to adapt to this new terrain in entertainment?
Answer: Yes, I mean I have done sports marketing for upwards of a quarter of a century and it will naturally find its way into whatever I do.
In any case, marketing whether of an entertainment facility or of sports, all fish from the same pond. So, all join, as we say in popular parlance.
Question: Would you honestly say that this yearly high impact, high audience-pulling show has been better since HS Media took over it’s production?
Answer: Yes, most certainly. One thing our clients have enjoyed is the one-stop nature of HS Studios. Come in with your production idea and no matter how complex the concept is, you always find that everything you need to realise it is under our roof.
So the convenience offered by such a facility almost always rub off on quality. Nigerian Idol has thus greatly benefitted from the facility and we are all the better for it.
I mean, everything is here: five Studios of varying sizes the largest being 900sqm which is unrivaled in these parts, residence for contestants, changing rooms, VIP/Judges Chalets, a 250-seater cafeteria for show audience and visitors to the complex alike and an impressive network of washrooms that means a spectator does not walk more than a minute to hit the nearest one.
Not to talk of the chillers and the individual air-conditioning units capable of keeping the entire place at less than 16°C at full capacity.
Question: What recurrent challenges would you like to see disappear say, in next year’s, or subsequent editions?
Answer: Nothing really. Rather things got better this year than in the last, in the opinion of my Facility Manager.
He thinks improved communication led to better understanding between his Team and the Producers and even hopes for something better in the years ahead.
Question: In your opinion, do you think the show has delivered on its mandate to develop the Nigerian youth and unleash fresh talents into the country’s entertainment space?
Answer: You can say that again. Every year a new star is born into the vibrant, ever-busy multi-million Dollar Nigerian entertainment industry through Nigerian Idol.
And their achievements over the years are there for all to see. But the beauty of Nigerian Idol is that the glitz and glamour of participating goes beyond the winner.
Year in, year out, you find a number of the finalists making waves and becoming even bigger stars. There is, for example, nothing to choose between this year’s winner, Victory and Precious the beautiful, velvet-voiced contestant who came second. I can’t wait to see both of them blossom on the national and international stage in the years ahead.
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