The most-watched TV reality show in Africa, Big Brother Naija commenced on Saturday as the housemates were unveiled at the dedicated platforms and television channels.

The tenth season which opened on Saturday is expected to hold for 90 days after which the winner will emerge and receive a mouthful ₦150 million grand prize.

Executive Head of Content at MultiChoice West Africa, Dr. Busola Tejumola, described the season as more than just entertainment.

“This is not just a new season, it’s the celebration of a legacy,” she said. “Big Brother Naija has become a living, breathing part of our culture. We’ve redefined what it means to create homegrown content at scale.”

Tejumola noted that this season comes with new twists, higher expectations, and bigger rewards, as the organisers aim to deepen viewer engagement and further elevate the brand.

The two-day launch begins on Saturday July 26 through Sunday, July 27.

The BBNaija Season 10 show will run for 10 weeks and aired on DStv channel 198 and GOtv channel 49.

With a ₦150 million grand prize for the winner of this year’s show, the biggest in the history of the show, organisers said the package also includes cash and other sponsors’ rewards.