By Luminous Jannamike

ABUJA — A reality television programme centred on women aged 40 and above has announced the rollout of its third season after briefing journalists in Abuja on Wednesday.

The Executive Producer, Kennedy Chukwuma Aja, spoke on the direction and scope of the new season, while the organisers identified Ambassador Jolly Nnenna Abani as the originator of the concept behind the programme.

The organisers said the project was conceived to address the limited representation of women in their 40s in mainstream entertainment and to provide a platform reflecting their experiences and capabilities.

“Life begins at forty,” American psychologist Walter B. Pitkin was quoted as saying.

According to the organisers, thousands of women apply each season, from which 10 participants are selected to live together for one month.

During this period, they undergo structured mentorship and training in personal development, counselling, beauty and fashion, health and wellness, and entrepreneurship, delivered by experienced coaches grounded in Christian values.

“The reality show is truly a dream come true, a platform for vibrant, multi-talented, multitasking, ambitious, and youthful Nigerian women who are proudly 40+ and fabulous,” Aja said.

The organisers said the winner will receive a cash prize of ₦10 million and a brand-new car.

They also provided background on earlier editions, stating that the first season reached more than three million households, while the second season expanded to over 10 million households across television and digital platforms.

“Season One was a remarkable success,” the organisers said, adding that the second season surpassed expectations.

The third season will begin airing on StarTimes Network on Tuesday, January 20,, and on AIT from Saturday, January 24,, with streaming on social media platforms.

Speaking on the new season, Aja said it would build on earlier editions.

“Season 3 is here, and it is coming with a bang,” he said.

The organisers also used the briefing to outline partnership opportunities for media organisations and corporate brands.

“This is not just entertainment, it is transformational storytelling,” Aja said.

The season’s grand finale is scheduled for Saturday, March 21, 2026, in Abuja.

“It is a movement redefining womanhood, purpose, and excellence at every age,” Aja said.

The organisers of the 40andFabulousNaija show said the initiative forms part of broader conversations on age, gender and representation in Nigeria’s media and entertainment space.