Agatha Amata, a graduate of Botany from University of Jos, started her popular Television Talk Show; Inside Out With Agatha Amata, twenty years ago at the University of Lagos. Agatha has grown from just being a talk show queen to becoming the owner of a television and radio station. In this interview by TAYO GESINDE, the Chief Executive Officer (CEO) OF Rave Radio and TV shares her success story.
Choice of career
I can’t tell you it was any great plan I had. I studied Botany in school, but I don’t know any plant except roses. As a child, I had flair for broadcasting, when I did my West African Examination Council (WAEC), I had A1 in Oral English and English Language. But at that time, it was more fashionable to do science, so they put me in science class where it was a struggle. I had a ‘let my people go’ degree from the University of Jos, it didn’t come to me naturally the way broadcasting did. So my take on that is; it was God and because I was married to Fred so, I was always exposed to the media though there was nothing like twenty years ago. I had always liked to talk. Talking comes to me naturally.
How ‘Inside Out with Agatha’ Amata started
I loved watching talk and game shows whenever I travelled. I remember asking Fred at a time that why we didn’t have talk show, and what it would take to start one. Despite the fact that I didn’t have the background, I knew I could do a talk show. I knew I had passion and flair for talking. We talked about it and he supported me. The first episode we did was: Would you marry an artiste? It was easier to get all our colleagues in the industry to attend the first recording. I also remember first time they said roll tape, action! I forgot everything I had been cramming all night. I think when you let God lead you, He will lead you back to where you are supposed to be, that would be my only explanation because it was not as a result of any grand design that I had. The motivation for Inside Out With Agatha Amata was that I liked to talk, I didn’t even know what I will be talking about when I started. It just took on a life of its own as I started dealing with issues, I realised there was a lot of things to talk about. At the time, Nigerians were very reserved about coming out to talk about their problems, to challenge the government and so on, which was why the programme became so popular very quickly because I was interested in the problems nobody wanted to talk about.
On why I am passionate about young people and women
As I started to deal with issues, I realised that a lot of the issues had to do with young people and women because somehow, they seem to be at a disadvantage in the society. I realised they were the vulnerable people in the society. Later, we started dealing with widows, pensioners and people started seeing Insideout as the voice of the voiceless. I used to get emails from people who have problems or have suffered injustice.
Challenges faced
Doing something that nobody had done before is always a challenge. We had about 10 directors at the first episode. Everybody was there and was talking about not crossing the line because it was a multiple camera shoot. It was an experiment and I was the guinea pig. Everyone who was somebody in the industry was at my first recording. They all wanted to make sure it worked. The fact that there was no studio was another one. We started at University of Lagos, in a classroom that had tables. There was nothing designed for what I wanted to do. We had to create and find our way round it. However, the environment was a plus because we had a ready made audience in the students and they were very vocal. We had to go to their hostels to get them and we were feeding them which was expensive. We learnt everything on the job. The entire process was a learning process. It was not easy, I had to stand all day to record six episodes at a go and we had to build the set before recording and knock it down when we are through. I had to go and market it and also get it on stations. I was a one-man riot squad.
Staying power
The fact that I had to understand the programme to know what I needed to sustain it was a plus. I had to defend it at agencies that didn’t know where to place it; whether it was a youth or family programme and so on. I had to defend it everywhere I went. The staying power was God and passion because there was no money. Any money that came went back into the programme. Once I started it, I fell in love with it. It wasn’t work to me, there were times I sat on the floor and cried but it never crossed my mind to stop. I think the staying power is knowing there was no plan B.
Role models
Growing up, it was NTA news that made me. Also, whenever I travelled, I watched a lot of talk shows, so, I had many influences that made me want to learn but I have always been very opinionated from an early age. I have to thank my father for that. He died when I was in Form 2, but he always said be the best you can be. If you ask him for something and he says no, he doesn’t expect you to just walk away, he expects you to try and convince him that that thing is important to you. He made us realise that a no, does not mean no, it might just be that is not what you need now, try something else. So, I had always had confidence in anything I wanted to do. So disappointment never put me off. In the early days, I always dreamt I would have my own studio but today, I am blessed to have a radio and TV station. My upbringing says reach for it, try, everything is possible.
I think it is important to have children who know they can succeed under any situation. That people are committing suicide today is because they think their problems are bigger than them. No problem can be bigger than you, if you create the problem, then, you can solve it.
Most defining moment
Realising that the programme is not just a programme, but a tool and I am just a vessel. And the realisation came when I met a man who said he was going to commit suicide several years before I met him because he was accused of doing something he didn’t do and he watched an episode of Insideout where I said no human being can determine your future, whether people like you or they don’t, the only person who can influence you is you. And if you look around, there is always someone, somewhere who will believe in you. He said that was what stopped him from committing suicide. I have seen and heard a lot of things. You can’t handle that kind of programme and remain the same. I have realised that this programme is beyond me and that is why I have decided to step down after twenty years and get another person to anchor it. So that when I am gone, the show would continue.
Combining career with home front
My children are my best friends. I am not very social. In fact, it is very difficult for me now that they are adult because I already had a routine. I work for myself; they close from school and come to my office. We do homework together, gist about their day, get in the car and go home. By seven, everybody is ready for bed and by 10, we have turned off the light. My routine was my children and work because they come first. Now that I am the only one in the house, it is a bit difficult because I don’t know how to go out again. I am adjusting to the fact that they are adults now but I am happy I was there for them because they are well grounded children and have confidence in themselves. I am proud of the young man and woman they have grown to be. When it was important, they were my priority. I don’t work at home, home is for family. I know how important it is for parents to spend time with their children and that is why I have a crèche for young parents in my office. It makes them work better. I don’t believe as a woman you should have any limitations.
On whether my children will tow my path
I have children who are creative in nature. My son studied Economics and is a first class graduate. Right now, he is pursuing his football career but he is a creative person. My daughter is studying Directing. In fact, her last result was very impressive. She is in London, she is hosting a talk show, she is into photography and does quite a number of things. I have children that can step in but I am not one of those who think your children have to inherit your business. If I can get a competent person to handle it, I am okay. I think the best hands have to inherit your business if you want it to outlive you. I told my children to follow their own dream. They are not under any pressure to toe my path.
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