By Hassan Osman Kargbo
The fourth season of Housemates Salone, Sierra Leone’s most popular reality TV show, officially launched on Friday, July 18, 2025, with major announcements and a renewed national focus on values-driven entertainment. At the center of the launch was the revelation of the biggest grand prize in the show’s history: NLe 1 million (equivalent to one billion old Leones) and a fully paid trip to Dubai for the winner.
The high-profile event was held at Chapter One Night Club & Restaurant in Freetown and was headlined by First Lady Dr. Fatima Maada Bio, who called for a transformative approach to reality TV in Sierra Leone. As the Distinguished Guest of Honour, Dr. Bio used the occasion to champion decency, dignity, and meaningful content within the entertainment industry.
“Let us clean the game on reality TV shows in this country,” the First Lady declared. “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.”
Dr. Bio praised AYV Media Empire CEO, Ambassador Anthony Navo Jr., and Africell Sierra Leone CEO, Mr. Shadi Gerjawi, for their consistent support of youth-focused initiatives and for using media and technology to shape positive narratives. She also acknowledged their roles in national advocacy campaigns such as “Hands Off Our Girls.”
“If ‘Hands Off Our Girls’ succeeded, it was because of your unwavering support,” she added.
She encouraged this season’s contestants to view the competition as more than just entertainment, but as a platform to showcase discipline, creativity, and leadership. Drawing comparisons to the internationally renowned Big Brother Naija, she emphasized that Housemates Salone now has the opportunity to place Sierra Leone on the global entertainment map.
The event drew a wide range of dignitaries, including Minister of Information and Communications Chernor Bah, representatives from the Ministries of Youth and Tourism, members of the diplomatic corps, former housemates, and top media executives.
Speaking on behalf of the Ministry of Tourism, Nabeela Farida Tunis highlighted Housemates Salone as a strategic tool for promoting Sierra Leone’s cultural heritage and boosting tourism.
“This is one of our flagship entertainment events and a key vehicle for international exposure,” she said, reinforcing the government’s belief in entertainment as a pillar for national development.
The night’s most anticipated announcement came from Africell CEO Shadi Gerjawi, who confirmed the SLE 1 million prize and Dubai trip. He also reassured the public that strict health protocols, especially concerning MPox, would be enforced to ensure the safety of housemates and the production crew throughout the live-streamed show.
AYV CEO Ambassador Anthony Navo Jr. underscored the show’s new theme: “Clean Game.” He expressed a firm commitment to removing vulgarity, nudity, and inappropriate conduct from the show — a move widely applauded by public figures and parents alike.
“The game has been contaminated. We must clean it. No more ‘mammy cuss,’ no more nudity, no more bad behaviour,” Navo declared.
Both Navo and Gerjawi called on Sierra Leoneans to rally behind a more values-based form of entertainment, one that educates, inspires, and reflects the aspirations of a progressive society.
Minister Chernor Bah supported the initiative, stating that Housemates Salone aligns with President Bio’s broader vision to develop Sierra Leone’s creative sector and unlock the potential of local talent.
“The President and First Lady believe in the power of entertainment as a force for development,” he noted.
As Housemates Salone Season 4 unfolds, the show promises not only the allure of a life-changing reward, but also a powerful cultural message: that entertainment can be clean, purpose-driven, and transformational. With government backing, media collaboration, and public interest at an all-time high, this season could mark a turning point in Sierra Leone’s entertainment industry.
