A new Hausa-language television drama, Badariyya, has launched in Abuja, bringing together Northern Nigerian creative talent, media partners and collaborators to tell stories reflecting the lives, relationships, aspirations and everyday experiences of audiences across the region.
Badariyya follows its namesake main character, a young woman determined to build a future on her own terms as she navigates family expectations, friendships, relationships and community life. As her ambitions begin to take shape, she faces choices that challenge her plans and force her to balance her aspirations with the traditions and expectations shaping everyday life.
Set against the realities of contemporary Northern Nigeria, the drama explores family, friendship, relationships, community expectations and the everyday choices that shape people’s lives.
Jacob Arback, Executive Vice Chairman, AREWA24, said: “At AREWA24, we believe the most powerful stories are those that feel close to home. Badariyya is rooted in the culture and realities of Northern Nigerian life, while bringing fresh and engaging characters to the screen.”
The project was created in consultation with government stakeholders and faith and cultural leaders in Kaduna and Kano States, whose perspectives helped shape the drama to reflect the values, realities and ways of life of its audiences.
Hajiya Umma K. Ahmed, Commissioner of Health, Kaduna State, said: “Stories that are rooted in the realities of people and communities can create opportunities for people to see their experiences reflected on screen. Badariyya brings these familiar experiences to life in an engaging and relatable way, and we are pleased to see creative storytelling that connects with audiences in Kaduna and beyond.”
Dr Abubakar Labaran Yusuf, Commissioner of Health, Kano State, said: “Creative storytelling can bring people together around experiences that are familiar to them. Badariyya provides an opportunity for audiences to enjoy a compelling drama while seeing characters and situations that reflect aspects of everyday life. We welcome the opportunity to support locally relevant creative work that engages communities.”
Stories Rooted in Real Lives
Badariyya was developed by and with Northern Nigerian creative talent, including people with a deep understanding of the culture and context in which the story is set. This local creative input helped shape the characters, relationships and situations portrayed in the drama.
Ayo Abosede, Project Director, BBC Media Action, said: “Powerful stories can make us think, motivate us and start conversations. That is what makes Badariyya particularly exciting. It is rooted in a specific place, culture and set of experiences, and has been created with people who understand that world intimately. We wanted audiences to see themselves in Badariyya, their mothers, fathers, neighbours, friends and aspects of their own lives. It is an entertainment drama, rooted in everyday experiences and aspirations, and audiences can connect with the characters and stories in their own way.”
Following its launch in Abuja on 29 September, Badariyya will premiere on AREWA24 on Sunday, 4 October at 8 p.m., with content also reaching audiences through radio and digital platforms as part of the wider storytelling initiative.
The drama will also broadcast on partner radio stations in Kano, including Arewa Radio, Radio Kano, Freedom FM, Vision FM and Express FM, and in Kaduna through Vision FM, Invicta FM, Freedom FM, Alheri Radio and Kaduna State Media Corporation Radio (KSMC).
Digital content will be available on Instagram, Facebook and YouTube through BBC Media Action Arewa, as well as through the Badariyya’s World website at DuniyarBadariyya.org.
AREWA24 is a Hausa-language entertainment and lifestyle television network serving audiences in Northern Nigeria and across West Africa. The network produces and broadcasts original Hausa-language programming, including drama series, films, talk formats and programmes for women, children and young people.
Since its launch in 2014, AREWA24 has focused on locally relevant programming that reflects local culture, entertains audiences and provides information aimed at improving the quality of life for Northern Nigerians and their communities.
For more information:
Lola Yusuf
Senior Project Manager, BBC Media Action
lola.yusuf@NG.bbcmediaaction.org
BBC Media Action Nigeria
BBC Media Action Nigeria is the BBC’s international development organisation in Nigeria. Working with local partners, media organisations, creative professionals and communities, it uses media and communication to inform, connect and inspire people, developing locally relevant content across television, radio and digital platforms. Its work combines creative storytelling, audience insight and community engagement to help people access information, explore different perspectives, and participate in conversations that matter to their lives and communities.
About Badariyya
Badariyya is a Hausa-language television drama developed in partnership with AREWA24. The series follows a young woman determined to build an independent future while navigating family expectations, relationships, tradition and the choices that come with pursuing a life on her own terms. Set against the everyday realities of contemporary Northern Nigeria, the drama explores the tensions between personal aspirations and the expectations of those around us, with characters and situations that will invite audiences to connect, reflect and enjoy the story.
The drama will also broadcast on partner radio stations in Kano (Arewa Radio, Radio Kano, Freedom FM, Vision FM and Express FM) and Kaduna (Vision FM, Invicta FM, Freedom FM, Alheri Radio and Kaduna State Media Corporation Radio (KSMC)). Digital content will also be available on Instagram (@bbcmediaactionarewa), Facebook (BBC Media Action Arewa), and YouTube (BBC MA Arewa).
