By Rita Okoye

Renowned Nigerian media entrepreneur, Oma Marilyn Anona-Usobunandu, popularly known as the “Inspirational Goddess,” has made a clarion call for a return to value-driven content and human capacity development in the Nigerian media space.

Speaking during an interview, the founder of The Omalivingshow highlighted the critical role of the media in shaping societal values, while also expressing concern over the increasing trend of young Nigerians seeking quick success through shortcuts.

Oma, who has spent over a decade building her brand around positive social impact and inspiring youth, shared her perspective on the challenges facing today’s media and social entrepreneurship sectors. “The media space today is something else,” she said. “Real value is often pushed aside, and the consequences are concerning, especially for a country like Nigeria.”

The award-winning social entrepreneur started her media journey in 2014 with the launch of The Omalivingshow, initially as a TV talk show. Over the years, it has evolved into a fully-fledged media platform with a strong focus on social engineering, capacity building, and instilling ethical values. The show’s unique approach has earned her a massive following, with fans fondly referring to her as “Nigeria’s sweetheart of value, purpose, and positive impact.”

Oma Marilyn Anona-Usobunandu explained that her commitment to standing out, even in the face of challenges, is what keeps her going. “It wasn’t hard to carve a niche because I naturally thrive on being different,” she said. However, she acknowledged the downsides of striving to be unique in a media landscape that often favors flashy content. “Sometimes, when you’re too different, you don’t get the visibility you deserve, but the impact I make in society outweighs the challenges.”

The media entrepreneur has remained committed to pushing value-based content that not only entertains but also educates and transforms lives. Her dedication has seen The Omalivingshow grow into a platform that champions the cause of Nigerian youth, helping them focus on long-term growth rather than fleeting success.

One of Oma Marilyn Anona-Usobunandu’s primary concerns is the pervasive culture of quick success among millennials and Generation Z in Nigeria. “So many young people today just want to ‘hammer.’ They don’t want to build—they just want to arrive,” she lamented. “But passing through the right process builds capacity, and without that, any success will be short-lived.”

Oma emphasized the importance of character development and advised young people to be consistent in their efforts and patient with their progress. “Success takes time, sometimes even decades. Passion and energy alone are not enough; they must be channeled properly,” she advised.

Through her talk show and capacity-building programs, Oma continues to offer solutions, encouraging young Nigerians to prioritize self-development over the instant gratification offered by social media fame. She stressed the need to shift focus from hype to real growth, stating, “Capacity first, visibility second.”

The rapid changes in media consumption, particularly with the rise of social media, have had both positive and negative effects on content creation in Nigeria, Oma’s early embrace of digital platforms like YouTube and Facebook was driven by both necessity and foresight, according to Oma Marilyn Anona-Usobunandu. “I embraced social media early because I saw where things were headed—young people were moving away from traditional TV. But while social media is a tool, many are using it to push content without value,” she noted.

The media entrepreneur warned about the dangers of promoting uncensored and unethical content, which she believes is contributing to a decline in the quality of human resources in the country. “People think having followers makes you the best thing ever, but it doesn’t. When you engage them, you realize there’s a gap between online fame and real-world capability,” she explained.

Oma also highlighted the growing disconnect between qualifications and competence among job seekers, attributing it to a lack of genuine capacity-building efforts. “Many people have certificates, but when you engage them, you realize there’s a gap. People don’t want to build real capacity anymore; they just want to bypass the steps that make them qualified.”

Despite the pressure to conform to trends, Oma Marilyn Anona-Usobunandu remains committed to maintaining ethical standards in her work. “People think we’re boring because we stick to standards and ethics, but we can’t cling to ‘anyhowness.’ I strive to create a balance that appeals to both worlds—impactful content without losing my core values.”

She acknowledged the challenges of navigating a media landscape flooded with low-quality content but reaffirmed her dedication to producing high-quality, socially impactful material. “For me, quality is still about the basics—good sound, good visuals, and a meaningful message. Just because something goes viral doesn’t make it quality content. What is the content addressing? That’s what really matters.”

Reflecting on her decade-long career, Oma Marilyn Anona-Usobunandu expressed pride in the impact The Omalivingshow has had on Nigerian society. “From TV shows to social campaigns and human capacity development programs, everything we’ve done has made a difference,” she said. However, she noted the need for expansion and called for partnerships and investors to help scale the show to reach a broader audience.

Looking towards the future, Oma voiced concerns about Nigeria’s human capacity development, particularly in light of current trends in media and social entrepreneurship. “If we continue like this, Nigeria will struggle to develop. The rate of poverty will increase, and there won’t be enough manpower for critical sectors like health and agriculture. We need to wake up.”

In her final remarks, the media entrepreneur urged young Nigerians to refocus their energy on building lasting foundations, emphasizing the importance of taking the time to develop real capacity. “Success is not a sprint; it’s a marathon. Take the stairs, don’t look for shortcuts.”

With her unwavering dedication to social impact, capacity building, and value-driven content, Oma Marilyn Anona-Usobunandu remains a powerful force in Nigerian media and a beacon of hope for the next generation.