The Story ⚡
First Bank enters Nigeria’s digital fray with BluuTV – Can it disrupt Ndani TV, REDTV & Accelerate TV’s dominance?
Tell Me More
First Bank, the oldest commercial bank in West Africa, has joined the ranks of other prominent financial institutions such as GTB, UBA, and Access Bank by launching its own YouTube channel. This new venture, named BluuTV, will spotlight lifestyle and entertainment, delivering the latest trends in arts, sports, technology, drama, music, and beyond.
BluuTV aims to cultivate a vibrant community that champions creativity and innovation while providing content that inspires, informs, and entertains.
The platform is launching its YouTube channel with an engaging new web series titled A Heart on the Line. This series, featuring a talented cast including Tomike Adeoye, Mimi Chaka, Shalewa Ashafa, and Ayoola Ayoola, promises to explore themes of friendship and resilience. Viewers will be taken on a journey with characters Ella, Saniye, and Oyinda as they navigate the ups and downs of life and maintain their bond through every twist.
Produced and Directed by Abimbola Craig, Cinematography by Otega Idadi and written by Bunmi Ajakaiye this series aims to deliver relatable stories that resonate with audiences and celebrate the depth of true friendship.
The official Premiere date for A Heart on the Line is yet to be announced.
Key Background
First Bank of Nigeria, headquartered in Lagos, is a premier multinational bank with a legacy dating back to 1894 when it was founded by Sir Alfred Jones. Now a part of FBN Holdings PLC, which has a diversified ownership base of over 1.3 million shareholders, First Bank holds a distinguished position as one of West Africa’s oldest and most established financial institutions.
Its operations span over 700 business locations across Africa, supported by an extensive agent banking network exceeding 820 locations within Nigeria, serving a robust client base of more than 42 million customers. The bank’s strategic business model includes retail banking, corporate banking, commercial banking, and public sector banking.
First Bank employs over 16,000 staff members, contributing to its comprehensive financial service offerings. The institution’s strong performance is evident in its 2024 mid-year financial report, which showcased a significant pre-tax profit of N411.9 billion.
As of 2024, the bank boasts an asset size of N16.9 trillion, reaffirming its status as a powerful entity in the financial landscape, blending its historical heritage with modern banking excellence.
Tangent
First Bank’s move to launch its YouTube channel, BluuTV, alongside players like GTB, UBA, and Access Bank shows how Nigerian banks are evolving beyond traditional boundaries to redefine customer engagement.
This step isn’t just about finance anymore; it’s about creating a connection with audiences through lifestyle, arts, and entertainment content that informs and inspires. By stepping into the content creation arena, First Bank is working to craft a relatable, engaging brand image that aligns with the digital-first expectations of today’s consumers.
The Rise of Bank-Sponsored Platforms
Nigerian banks have been investing in lifestyle and entertainment platforms, transforming the country’s entertainment landscape.
Notable examples include:
GTB’s Ndani TV (2012)
UBA’s REDTV (2015)
Access Bank’s Accelerate TV (2016)
First Bank’s BluU TV
Some popular shows from these platforms include:
Ndani TV’s “Skinny Girl in Transit”
REDTV’s “The Men’s Club” (now distributed on Prime Video)
Accelerate TV’s “Visa on Arrival”
In Summary
This bank-sponsored platform model has been in place for approximately 12 years, starting with Ndani TV’s launch in 2012. How Bluu TV in 2024 will capture the market in the coming years will be exciting to observe.
BluuTV joins the ranks of bank-sponsored platforms to inspire and empower the next generation of innovative and creative leaders.
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