Int’l Breweries set to launch new reality TV show, “The People’s Hero”

International Breweries Plc (“IB Plc”), the Nigerian unit of global brewer Anheuser-Busch InBev (AB InBev) is set to unveil a new reality TV show in the South East called “The People’s Hero”. The show is part of the company’s effort to celebrate the rich cultural heritage of the people of southeastern Nigeria.

The Marketing Director of IB Plc, Tolulope Adedeji, said that “The People’s Hero” which is scheduled to run from August through December 2019 is aimed at rewarding ingenuity and passion.

“The People’s Hero promises to be eventful, educative, engaging and entertaining. Participants in the show will be coached by highly experienced individuals in the arts. Also, they will be tested and judged by renowned artists who have made their mark in the entertainment industry,” Adedeji said.

She added that auditioning would be held in Enugu and Owerri in August, with no fewer than 60 participants selected from both cities and later pruned to 20, who would eventually contest for the star prize of N7m.

“The show will require the participants to display their skills in either singing, acting, spoken word or dancing, which will revolve around their understanding of the Igbo culture.”

The first and second runners-up in the reality show would receive cash gifts of N2m and N1m, respectively.

“The best part of the show is that anybody who is fluent in the English Language, Pidgin English, Igbo or any other indigenous language within the South-East and the South-South geo-political zones is eligible to participate in the show, which is open to people of Igbo origin and non-Igbo people who speak their indigenous language fluently, reside in either the South-East or South-South regions and understand the cultures of both places.

“The People’s Hero will be anchored by popular on-air personality, Chinedu Ani, also known as Nedu Wazobia. Viacom International Media Networks Africa will produce the show through its leading music, youth, lifestyle, and entertainment brand, MTV Base. We are certain that more heroes will emerge from this show to further enrich Nigeria’s thriving creative industry.”

Hero Lager, one of IB Plc’s brands was first brewed in Onitsha in Southeastern Nigeria, where the Igbos have claimed it as their own.

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