REALITY DOSAGE FOR GULDER ULTIMATE SEARCH

Admittedly, when Nigeria Breweries Plc initiated Gulder Ultimate Search (GUS) TV reality show programme in 2004, one would be pardoned to hastily presume that a typical beer-producing company has nothing worthwhile to  offer the Nigerian youth populace who are seen as the nation’s future leaders, considering the repelling relationship between moral instructions and alcohol consumption in our highly-religious society. But as series of events began to gradually unfold in the show, many couldn’t resist the urge of saying: “Thumbs up Gulder!” We finally came to realize that the aim of the programme is to entertain, educate and expose Nigerians to various state cultures and places of tourist attractions in the country. Viewers keep confessing that they can’t help but remain glued to their seats during the episodic actions embedded in GUS. The programme concept appears to be unprecedented in the history of TV reality game show in Nigeria. I wholeheartedly throw my heart out to the fun-sparking visuals and sound effects; natural setting of locations; draconian rules and regulations; military-like atmosphere; competitive spirit of participants; brain-tasking puzzles; friendly disposition; communication and language style; high-pitched tension; the passionless (but outspoken) anchors and struggle for survival and triumph. The entire programme concept is superbly breath-taking.

From a marketing strategy point of view, GUS is also targeted at relaunching the Gulder brand, considering the rivalry nature of the large labour market which calls for consistent brand repositioning and rebuilding. An innovative attempt in topping the table of beer market demand and profit maximization breakthrough, which I believe has long been actualized.

Nonetheless, GUS puts the mental and physical fitness of applicants to different tests by unraveling a quest and locating a hidden chest in the heart of the jungle. Surprisingly though, the energy-sapping show is not gender-based, as the females keep flooding in year-on-year, despite the fact that no female has ever won the great treasure. Therefore, inorder to choose the best of the best out of a massive pool of applications, the applicants must scale through online and physical screening process in regional screening locations. The physical hurdles include mandatory swimming, fitness exercise and thorough medical examination. On the successful completion of these series of tests, the applicants are invited to the Sea School in… …Lagos, where they are being interviewed and assessed before the last 10 standing are finally announced.

For the records, since the inception of GUS (2004) till date, a total of 6 winners have emerged, not less than N32 million naira have been won and more than 5 SUVs car jeep have been driven home. Some of the winners are Ezugo Egwuagu (Season 1), Lucan Chambliss (Season 2), Hector Jobarteh (Season 3), Dominic Mudabi (Season 4) and others. The programme is shown daily (10pm or 11pm) on AIT, Arica Magic, NTA, STV and DBN. It can also be watched live on the internet at www.tvpulseonline.com.

Since GUS is a reality show that involves a lot of strength and energy in the forests of Nigeria, adequate medical and security facilities are put in place for the duration of the show. Critical Resque International (CRI), private security companies and the Nigerian Police Force are on standby.

Albeit the organizers of the programme need to readjust and improve in some grey areas: Firstly, the time at which the programme is being aired is too odd, perhaps they beat it down to 8pm or 9pm because most people would be in bed by 11pm. Also, the Celebrity Season was a total misfit because viewers, immersed in Nollywood, believe that these actors and actresses are only acting out a script and doing only what they are being told to do, hereby toying with the emotions of the confused audience and taking their viewership for granted. Finally, the programme need not be intermittently bombarded with Gulder advertisements since we already know who the sponsors are. The slots should be reduced to the barest minimum. Quod Erat Demonstrandum!