Sierra Leone’s biggest reality television show, Housemates Salone, returned with a new vision, a massive reward, and a commitment to reshaping the entertainment space. Season 4 of the much-followed show officially launched on Friday, July 18, 2025, at the Chapter One Night Club & Restaurant in Freetown with the announcement of the grand prize: SLE 1 million (equivalent to one billion old Leones) and a fully paid trip to Dubai.
This is the most substantial prize in the history of the show and is part of a broader rebranding effort to shift the image of Sierra Leone’s reality television toward purpose-driven entertainment.
Gracing the launch as the Distinguished Guest of Honour, First Lady Dr. Fatima Maada Bio used the occasion to call for a “cultural reset” in the country’s reality TV landscape. In her keynote speech, she emphasized the need for decency and values in entertainment, urging organizers and participants alike to set new standards.
“Let us clean the game on reality TV shows in this country,” she said. “Today, we are not just launching a clean and decent Housemates Salone show—we are making a commitment to support and promote it to the end.”
Her statement resonated with the event’s theme, “Clean Game,” which seeks to eliminate vulgar behavior, indecent exposure, and unethical content, while promoting discipline, creativity, and leadership among contestants.
The First Lady commended Ambassador Anthony Navo Jr., CEO of AYV Media Empire, and Mr. Shadi Gerjawi, CEO of Africell, for their unwavering support of national development through media and youth programming. She credited their joint efforts with helping past national campaigns succeed.
“If ‘Hands Off Our Girls’ succeeded, it was because of your unwavering support,” she added, underscoring the critical role of media and private sector players in shaping public narratives and protecting national values.
The event attracted a wide array of dignitaries and public officials, including Minister of Information and Communications Chernor Bah, representatives from the Tourism and Youth Ministries, diplomats, former housemates, and media executives.
Representing the Ministry of Tourism, Nabeela Farida Tunis highlighted the show’s role in boosting tourism and promoting Sierra Leone’s image globally.
“This is one of our flagship entertainment events and a key vehicle for international exposure,” she noted, stressing that the show doubles as a soft power tool for cultural branding.
Delivering the major announcement of the night, Africell CEO Shadi Gerjawi confirmed that the season’s winner will receive SLE 1 million and a fully funded trip to Dubai, adding that strict health precautions for MPox will be in place during the show’s live broadcasts.
In a bold and unapologetic speech, AYV CEO Anthony Navo Jr. declared the company’s commitment to sanitizing the show.
“The game has been contaminated. We must clean it. No more ‘mammy cuss’, no more nudity, no more bad behavior,” he said. “This platform is now one of empowerment, not embarrassment.”
Both Navo and Gerjawi called on Sierra Leoneans to embrace this new direction and support a reality show model that uplifts the country’s youth and reflects its values.
Minister Chernor Bah endorsed the vision, linking the new season’s direction with President Bio’s national agenda to harness the creative economy and promote youth innovation.
“The President and First Lady believe in the power of entertainment as a force for development,” Bah affirmed, describing the show as a channel for tapping into local talent and showcasing Sierra Leone’s cultural strengths.
As Housemates Salone Season 4 kicks off, viewers can expect not just entertainment, but a platform that speaks to youth potential, national pride, and the redefinition of Sierra Leone’s media culture. The life-changing prize and elevated standards signal a turning point—not just for the show, but for reality television in the country.
