AREWA24, West Africa’s premier 24/7 Hausa-language entertainment network and production studio, has announced a major leadership shift as Celestine Umeibe steps into the role of Chief Executive Officer.

According to a statement, this marks the network’s first significant executive transition since its launch in 2014.

Umeibe, who has served as Deputy CEO and Chief Commercial Officer, succeeds founding CEO Jacob Arback.

“In a move that ensures continuity and strategic guidance, Arback will assume the newly created role of Executive Vice Chairman. Umeibe will continue to oversee the network’s commercial sales operations in addition to his new leadership responsibilities,” it said.

Describing the transition, Umeibe paid tribute to his predecessor, stating, “Jacob Arback played a pivotal role in the remarkable success story of AREWA24. His unique yet inclusive leadership style helped us weather the storms that typically challenge start-ups in this region. His new role as Executive Vice Chairman is well-deserved and will no doubt continue to benefit the company.”

It noted that Arback worked closely with Umeibe from the network’s inception, expressed full confidence in the new CEO’s capabilities.

“There is nobody more qualified to lead AREWA24 into its next decade of growth and innovation than Umeibe. His business acumen, branding expertise, and deep understanding of the media landscape made him the obvious choice for our Board,” Arback stated.

According to Arback, Umeibe has always remained passionately committed to the core mission of AREWA24, to reflect and celebrate pride in local culture and in the Hausa language.”

Umeibe brings over a decade of experience within AREWA24, complemented by a strong background in commercial and marketing leadership roles at major media companies like StarTimes and TVC.

His appointment signals a strategic drive to blend creative programming with cutting-edge technology and expand revenue streams, all aimed at positioning AREWA24 as a leading Pan-African media powerhouse.

As the network enters a new era, expectations are high for Umeibe to harness his vision and experience to scale up AREWA24’s reach and impact across the continent, without losing the local authenticity that has defined the channel’s identity.

“His leadership is seen as a pivotal moment in pushing the boundaries of Hausa-language content while advancing the broader African media and entertainment landscape,” it added.