When Television Continental launched “Your View” on May 29, 2013, the all-women morning talk show represented a bold gamble in Nigeria’s conservative broadcasting landscape.

Twelve years later, that gamble has paid extraordinary dividends.

Boldly, it has culminated in the programme’s recognition at the 13th edition of the MARKETING EDGE Awards as the Most Outstanding TV Breakfast Show of the Decade.

Importantly, the prestigious award, presented at the EDGE Awards 2025 themed “Excellence Beyond Borders,” celebrates not just longevity. Equally important is the fact that it also celebrates sustained excellence, cultural impact, and courage.

Deliberately, it was to give Nigerian women a powerful voice on national television.

Indeed, Your View’s journey from an experimental format to becoming Nigeria’s most influential breakfast television programme represents one of the most remarkable success stories in Nigerian broadcasting history.

A Revolutionary Beginning

At the outset, Your View debuted with a simple yet revolutionary premise: six women from different backgrounds, disciplines, and experiences leading discussions on issues affecting Nigerian society.

Interestingly, the show, inspired by the American talk show The View but adapted to reflect Nigerian realities.

The innovative programme has brought perspectives rarely centred in mainstream media, those of women navigating Nigeria’s complex social, political, and economic landscape.

Moreover, the inaugural team featuring anchor Morayo Afolabi-Brown alongside co-hosts Yeni Kuti (daughter of legendary Afrobeat musician Fela Anikulapo-Kuti), Joy Bewaji, and others, went live after several rehearsals and dry runs.

Consequently, what emerged was an authentic conversation that resonated deeply with viewers hungry for intelligent discourse combined with relatable perspectives.

Building an Institution

Over time, Your View has positively influenced and reshaped public perception about the Nigerian woman, improved societal values, and impacted countless lives.

Broadcasting daily, Monday through Friday at 9:00 AM with repeat telecasts at 9:00 PM, the one-hour talk show attracts mature, inspiring, and futuristic viewers between the ages of 18 and 65.

Furthermore, the show’s format allows brilliant and vibrant co-hosts to tackle topics ranging from politics to business, family, gender issues, health, and entertainment.

Equally, current and past co-hosts, including Sandra Eze, Osayuwamen Saleh, Tope Mark-Odigie, Jumoke Olawode-James, Nymat Zibiri, Akashat, Beecee, and Mariam Long, have brought diverse perspectives that give the programme its distinctive character.

The Morayo Factor

Notably, much of Your View’s sustained excellence stems from the anchoring presence of Morayo Afolabi-Brown, who has led the show throughout its remarkable run.

Her leadership, marked by an ability to moderate discussions involving women with diverging views while maintaining respect and civility, has become a masterclass in broadcast journalism.

Under her guidance, Your View has tackled controversial topics that other programmes avoided, earning both praise and occasional criticism—but never indifference.

Engaging Beyond the Screen

In addition, Your View’s various segments—newspaper front page reviews, hot topics, and “let’s talk”—facilitate robust audience participation through phone calls, texting, and social media platforms, including Facebook and Twitter.

Thus, this multi-channel engagement strategy has been crucial in maintaining relevance among younger, digitally-native audiences while retaining traditional television viewers.

Indeed, the show’s constant audience participation, quality programming, high-profile guests, including celebrities and network individuals, and relevant discussion topics have contributed to the impressive viewership ratings the programme consistently enjoys.

Evolution and Expansion

Demonstrating adaptability, Your View has not merely survived the challenges that typically doom television programmes—it has thrived.

The show, maintaining its number one spot with millions of viewers, ran daily for 12 years before expanding to include Saturday broadcasts, making it a six-day-a-week phenomenon.

Furthermore, in 2024, TVC Communications launched YourView Pidgin, a complementary show designed to connect with Nigerians who feel partly disconnected from conversations around social and topical issues.

Running every Saturday, from 9:00 AM to 11:00 AM, YourView Pidgin focuses on lifestyle, relationships, celebrity gossip, women empowerment, and more, using Nigerian Pidgin English—the language of the masses.

In the same vein, the hosts of YourView Pidgin—Uvbi Sarah Balogun, Chika Okeke, Abigail Gogo-Ogute, Moyosore Farawe Ahmed, and Damilola Banire—bring broadcasting expertise and unique experiences to create quality entertainment in a relatable format.

Consequently, this expansion demonstrates Your View’s understanding of Nigeria’s linguistic diversity and commitment to inclusive conversations.

Impact on Women’s Discourse

Beyond entertainment, Your View’s significance extends far beyond ratings and commercial success.

The show, in creating rare space in Nigerian media where women’s perspectives are centred, validated, and amplified, has shaped public discourse.

Despite this, being anchored by women, the programme invites both genders to speak on topical issues, fostering genuine dialogue rather than echo chambers.

Over the years, the show has discussed everything from domestic violence and workplace discrimination to political representation and economic empowerment, consistently advocating for women’s advancement while acknowledging societal complexities.

Thus, this balance between advocacy and realism has made Your View credible to diverse audiences.

Cultural Institution Status

What’s more, what distinguishes Your View from countless programmes that have come and gone is its elevation from television show to cultural institution.

Truly, the programme has influenced how Nigerian women see themselves and their place in public discourse.

By consistently featuring women as expert commentators on politics, economics, security, and other traditionally male-dominated topics, Your View has challenged stereotypes and expanded perceptions of women’s capabilities.

In addition, the show has also served as a launching pad for careers, with many co-hosts and guests gaining national recognition and opportunities based on their appearances.

Consequently, this ripple effect extends the programme’s impact beyond its immediate viewership.

Setting Industry Standards

Undoubtedly, Your View’s success demonstrated that local content focused on meaningful discourse could compete successfully against imported programming and entertainment-focused alternatives.

Indeed, the show proved that Nigerian audiences hunger for intelligent conversation that respects their intelligence while entertaining them.

Therefore, this insight has influenced programming decisions across the industry, with several networks attempting to replicate the format.

The consistent quality programming, high-profile guests, and relevant topics have contributed to Your View becoming one of the most-watched TV programmes in Nigeria.

A Decade of Consistency

Clearly, the EDGE Award as Most Outstanding TV Breakfast Show of the Decade recognizes Your View’s remarkable consistency in delivering value, educating, and entertaining Nigerians.

The programme, through changing political administrations, economic challenges, and evolving viewer preferences, has demonstrated excellence and mastered the craft of meaningful television.

Through it all, Your View has maintained its core promise: authentic conversation about issues that matter to Nigerian women and society at large.

This unwavering focus, combined with the willingness to evolve format and expand reach, explains the programme’s unprecedented longevity and influence.

Recognition Beyond Awards

Ultimately, while the EDGE Award represents the pinnacle of industry recognition, Your View has earned something far more valuable.

Most especially, the trust and loyalty of millions of viewers who tune in because they see themselves reflected in the discussions.

Not only that, they also value the perspectives shared and appreciate the platform’s commitment to authentic representation of women’s experiences.

Hence, the journey from May 29, 2013, to the EDGE Award as Most Outstanding TV Breakfast Show of the Decade represents more than programme success.

In fact, it validates a vision that Nigerian women deserve a prominent platform in national discourse and that quality local content can achieve both commercial success and cultural impact.

As the journey continues, with Your View now expanded to six days weekly and complemented by YourView Pidgin.

With this trajectory, the EDGE Award stands as a milestone marking a decade of unparalleled excellence and a promise of continued impact in shaping conversations that matter to Nigerian women and the nation as a whole.

Indeed, the show has not just survived it has thrived, setting standards that define what outstanding breakfast television should be in Nigeria and beyond.

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