Star Focus: Tobechi Nneji (TobeDaDiva)
THE lady, Tobechi Nneji, better known as TobeDaDiva, is Enugu’s biggest On Air Personality in just over a year. This coal city ‘newbie’ made her name a household one among youths in Enugu. She went to school at Madonna University and graduated in 2007 with a degree in Economics.
In 2007 she went for a radio audition with Vision FM, Abuja and got picked and went on air for the first time on Christmas day that year.
From there, in 2009, she moved over to Kiss FM and worked for a year. She then took a break and went to school in calabar. In 2011 she came back to Kiss FM and worked as a presenter and Head of OAPs.
While she was there, she hosted the morning show (Morning Experience) and was the anchor of the Current Affairs Talk Show, ‘Naijalysis’. Within a few months, while still 24 years old, she rose to the position of News Editor and handled the casting of all the major news bulletins on the station.
In 2012, she got an offer to move to Enugu and join the start up team for dream FM. In her words “I was very skeptical because I had never been to Enugu but the risk-taking part of me made me take the leap.” She moved to Enugu and the position of ‘Programs Manager’ was tossed at her.
She was 25 years at that time and this made her the youngest female Radio Programs Manager in Nigeria ever. While managing the programs department, developing shows with presenters, developing a programming schedule, independent program allotment etc, she co-hosted the morning show with Jude (the WakeUpShow).
In a matter of weeks, the pair become Enugu’s favorite radio couple and created a social media following and culture for their show, which overtime, spilled over through all the shows on the station and the station itself. She, along with Jude, got featured on the cover of inside and about magazine.
In early 2013, she went in for the Next Titan TV show, an entrepreneural tv game show, and got up to the 6th position. Through the period she was on the TV Show (3 months) she was able to keep her brand visible in Enugu via social media and through massive support from Enugu blogs and Dream FM.
When she returned from the Next Titan House, she embarked on a task to redefine the sound of Dream Fm and re-jig programs to give the station a fresh sound and keep it ahead of competition. In that period, she also created and developed the “Midday Express” which she hosted, with music by the veteran DJ FX2. The Midday Express became the first midday show in south eastern Nigeria with daily DJ play.
She interviewed a good number of artists, celebrities and public figures, via phone and live in the studio. Some of them include Rita Dominic, Chika Ike, 2face, Bongos Ikwe, Flavour, Chidinma, Yemi Alade, The MD of EEDC, The Chairman of Sure P etc. She also partnered with several brands to give the audience a lot of freebies and gifts including Nokia, Airtel and Amstel Malta.
The show offered a new sound to south eastern broadcast space and quickly became popular with the audience. In 2013, a few months after the start of the show, TobeDaDiva was nominated as the Outstanding Presenter on a midday show in the south east at the Nigerian Broadcasters’ Merit Awards.
In 2014, she was nominated again and this time, she won the Award. In 2014, she was also nominated in the categories of Sexiest On Air Personality and Nigerian Broadcaster of the Year at the NBMAs. At the Scream Youth awards, she was also nominated for the award of On Air Personality of the year.
TobeDadiva has handled several red carpet and event hosting jobs including the Annabel Youth Empowerment Seminar (Moderator), Gulder Club Ultimate party (Red Carpet), Sym 19’s Album Launch Concert (Host), Amstel Malta Show Time (Red Carpet), Gulder Ultimate Search Finale (Red Carpet), The Enugu State Old School Variety and Awards Night (Host) amongst others. In 2014, she was speaker at the 1st edition of “Three Generations”, an empowerment discussion event organized by the Young Catholic Professionals of Lagos. She was also a speaker at the Media Skills Academy’s 1 day seminar on becoming a broadcast professional.
In late 2014, at the age of 27, she took up a contract to help start up a radio station for Godfrey Okoye University in Enugu. At that age, she became the youngest female station head in Nigeria. While running the station and making moves to position the station for visibility and gain audience, she also handled the morning show on the station and created a Talk Show for women called “The New Woman Radio Show”. This show was created as a property of her Content and Ideas Development company, Madiva Concepts. The show is now set to be syndicated across radio stations in South Eastern Nigeria.
Her time at Godfrey Okoye University came to an end after a shift in the goals of the university for the radio station, which were not inline with her contract or growth goals. She dissolved her contract in April of 2015 and in June 2015, launched her own show on dream FM, Enugu, “On Air With TobeDaDiva”. The show airs from 10pm – Midnight, every Wednesday and Thursday. Unlike other nighttime shows, hers is bubbly and full of life. In her words “I aim to redefine nighttime radio in south eastern Nigeria who said the night must be slow and soppy?”
Tobe likes to point out sometimes, how she has more than one broadcast personality…TobeDaDiva and Tobe Nneji. She says Tobe Nneji is the serious minded one who casts the news and handles current affairs and politics. Her versatility was further proved recently when Dream FM called her, even though she was off on vacation, to come by and stand in for their staff and host the daily high profile Political talk show on the station, Political Voices.
TobeDadiva has featured on several online and print publications in the south-east and beyond and has grown herself to be a formidable force in the south eastern broadcast scene. She has been described as the Most glamorous OAP in Enugu and is certainly the most visible South Eastern OAP on social media with a cumulative of over 16, 000 followers. This visibility has made several brands work with her for online promotions and activations, including Gulder (Gulder Ultimate Search), Star (My Super star story) and Nokia. She recently started a weekly Vlog series tagged ‘Bedroom Diaries’ in which she chats with different people in her bedroom or theirs, about different things and blogs regularly on www.tobedadiva.blogspot.com.
The stunning, skilled and versatile OAP is set to do much more and move on television and in 2013, she had a short stint on TV, hosting Channel O’s special edition program “Top Ten Most, The Music Commentators”.
She is witty, fun, very smart and loves to travel. You can get social with her on all platforms @tobedadiva.
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