In line with its projection to redefine the nation’s entertainment landscape as well as add value to the society, HS Facilities Ltd, a subsidiary of the HS Media Group has sealed a deal with Genesis Studios, foremost Nigerian television production outfit and owners of The Price Is Right franchise for the Nigerian territory. The Show which is expected to debut on Nigerian television before the end of the year will be produced from the Oregun-Lagos based TV Complex.

Aside its entertainment offering, the global reality show currently the longest running game show on American television, is popular for the opportunity it gives to families to win prizes.

At a press briefing held in Lagos to formally announce the partnership and as well sign the Memorandum of Understanding for the show to take off, the two companies jointly expressed their excitement about the benefits the show will bring to families in Nigeria and brand owners who will ride on it to position their products.

The Price Is Right is a multinational franchise show that was hosted by Bob Barker until 2017 and Drew Carey thereafter. It features a wide variety of games and contests with the same basic challenge: Guess the prices of everyday (or not-quite-everyday) retail items. Four contestants, all of whom are seated in one of the wildest audiences in daytime game-show history, are called to the stage to play a preliminary pricing round. That winner joins the host on stage for one of more than 70 different pricing games.

The Chief Executive Officer of HS Group, Taye Oladimeji Ige, said he was happy that at last his Company’s dream of attracting world class quality shows currently produced abroad back to Nigeria is becoming a reality. He described The Price is Right as the first client as far as television production is concerned in the Centre, easily the “newest and biggest television production complex in the west coast of Africa”. adding that the pedigree of Genesis studios and the global acceptability of The Price is Right was the major consideration for the partnership.

He said: “The significance is that our projection, our aspiration and our dream to redefine the entertainment industry and draw global attention to Nigeria are coming to fruition. Our dream is to raise the stake in the area of servicing television production in Nigeria,”

Speaking about the facilities on ground for television and commercial producers in the company, Ige pointed out that HS Group has five studios with varied sizes with the hope of using them to bridge the gap in the Nigerian entertainment industry.

“We have five studios of different sizes and as at today no such facility anywhere in the whole of West Africa. With what we have here, we are bold to say that television production in Nigeria will not be the same again. This is because Nigerian Producers have no reason to take their Productions abroad any longer.

On the Price is Right, the CEO said “It has been on for over four decades. We are glad that it is finally going to start running in Nigeria for the first time. If we weren’t here, we are sure Genesis would have, in all probability been taken it elsewhere, perhaps down South, UK, US or even Asia. We got mentioned to Genesis Studios through a referral when they visited one of our clients for commercial support for the new Programme and they were advised them to get in touch with us,”

On the future of television in Nigeria, Ige pointed out that the sector was in for a boom as it gears up for digitisation. He likened it with the boom that came with the telecom industry following the arrival of GSM in 2001 adding that digital migration will soon open up the entertainment industry and that HS Media Group was well positioned to key into it.

Corroborating the CEO’s position, the Group’s Chief Operating officer and Executive Director, Productions, Robert Paltiel said the fact that a show of such a magnitude being produced by a Nigerian production outfit is a watershed in the nation’s entertainment industry. According to him, HS Group partnership with Genesis Studio will come with a lot of opportunities for families and brand custodians.

He said: “The show has a lot of window for engagements with decision makers in various segments, especially the children and mothers, who influence purchasing decisions. To this end, products that appeal to children and women have gotten the best platform to showcase what they offer,”

Speaking about the significance of the show to the Nigeria public, the Project Director, ‘the Price is Right’ Nigeria, Abraham Praise, said with ‘the Price is Right’ he sees excitement, joy and more bonding as families would come together, have fun and win prizes.

“The show has many benefits to offer families and brand promoters as it will reward Nigerians with fabulous prizes and give brand custodians platform to showcase their products. Of course, there are prizes that cut across; from small ones to the big ones like cars and trips for people to go abroad on all-expenses-paid holidays. Of all, however, the big thing I see is the excitement the Show will bring to families. One thing I cherish in Nigeria is the fact that the country can still boast of organized family setting both at the villages and in the cities. This is a show that will further deepen relationship and boost family ties. With this show therefore, the institution of marriage will be strengthened because everybody knows prices and people will guess and win prizes. Children will know, father and mother will know, grandparents will know. At the end, it will be an absolute joy and a celebration time for all,”

Asked about the feedback the producers have gotten so far from other markets, he disclosed that the feedback has been great in all the markets the show has run over the years because of the inherent benefits it offers. Praise indexed Nigerians’ interest in the new offering by daily pop-ups on social media currently abuzz with inquiries by Nigerians on how they could get on the show. He added that apart from the entertainment, they are also excited by the freebies when they come for a show with little or nothing and goes home with fabulous prizes.



While speaking on why Genesis Studio settled for HS Group and the importance of the show to both companies, Olatubosun David Olaegbe, Managing Director/Executive Producer, Genesis Studio said the two organizations share the same dream and have the technical know-how and facilities to power the show in Nigeria.

“The good thing about a show like this is that to us at Genesis Studio, we are not just out to entertain people but to add value and impact the society, something HS Media Group also cherishes. In this show, you are not just out to be entertained but every week, you get value for being part of the show because of the prizes that are up for grabs. Another good thing about the show is that audiences at home have opportunities to take part,” he said.

For Brand owners and custodians, The Price is Right is the right platform to tell their stories. “We shouldn’t forget that advertisers are always looking for platforms for brand integration, broad placement in-between shows and there is no show in the world that gives such value as ‘the Price is Right’, he stated.