Dr Felix Oisamoje: Reflecting on Leadership, CBN Africa’s 30-Year of Spreading Hope and Transforming Lives

Dr. Felix Oisamoje’s visionary leadership has propelled Christian Broadcasting Network (CBN) Africa’s transformative impact over two and half decades, spreading hope, transforming lives, and shaping nations across Africa. As Regional Director for Anglophone West Africa, Dr. Oisamoje has steered CBN Africa to the forefront of promoting economic growth, social justice, and spiritual development. In commemoration of CBN Africa’s 30th anniversary, Dr. Oisamoje shares impactful stories and humanitarian efforts from the past three decades, highlighting the organization’s unwavering commitment to leadership excellence, unshakeable faith in Africa’s potential, and tireless pursuit of a brighter future for all, in this exclusive interview with Sunday Ehigiator.

Can you share CBN Africa’s origin in Nigeria, and its evolution over three decades?

CBN Nigeria started small, when in 1994 after his studies at Regent University, Pastor Ina Omakwu along with his wife registered the organization in Nigeria. They registered it as the 700 Club to avoid confusion with the Central Bank of Nigeria. In 2003, CBN switched its name to CBN Africa to align with the global practice of CBN Inc., in the US.

I joined in 1998 with five full-time employees and a few volunteers, to place our programs on more TV stations. Over time, we launched local versions of 700 Club, One Cubed, and Living the Life, which were quite popular. Our humanitarian activity began in 1998 with the Jesse pipeline disaster in Delta state and Kaduna religious disturbances. After distributing relief items, we added medical brigades, water wells, and cleft lip/palate surgeries.

We also began training Nigerian TV station staff with U.S. trainers instead of sending small groups abroad. We launched Flame TV to show family-friendly programs to support our mission to change lives and strengthen families in West Africa through media and humanitarian services.

What are the most impactful programs and initiatives in CBN Africa’s journey?

The Blitz in 1997 was our first major milestone, with over 60 million viewers and almost 20 million praying with at least one program host in just a week. It was considered one of, if not the most successful Media Blitz organized by CBN anywhere in the world.

At the time, I was a volunteer, joining at Pastor Ina’s request. The Blitz’s success even earned Pastor Ina the President’s Award.

Next, we launched local TV training in Nigeria in 1998, enabling us to train around 20 people from partner stations at once instead of sending small groups to the U.S.

In content creation, we began with the 700 Club Nigeria, followed by One Cubed Naija, Heart to Heart, Living the Life, You Were There, and more recently, Superbook Special.

The Flame TV milestone came later as our dedicated TV channel. Our humanitarian projects also became key milestones, expanding our impact beyond the media.

How has CBN Africa leveraged technology to expand its reach?

We’ve adapted well because, as anyone who knows TV production will tell you, it’s all technology-based, so you can’t afford to lag. 

For instance, we invested in purchasing a Tricaster, which at the time was cutting edge in TV production and this reduced our turnaround time for productions from three weeks to 30 minutes.

However, our focus was always on getting high-quality, creative people on board, because people are the best assets, not technology. That investment, for us, was a true adaptation to technology, making our process more effective and efficient.

How has Operation Blessing contributed to CBN Africa’s humanitarian efforts?

The impact has been huge. Most communities we’ve visited have seen improvement in their lives. In one community ladies were constantly bitten by snakes as they fetched water from the stream. We dug a water well and saved them.

Waterborne infections plagued another community. After providing a clean Water Well, those cases were reduced to almost none. Our work has grown thanks to Operation Blessing (OB). OB has helped us establish mobile medical clinics, clean water projects, hunger relief, and disaster aid. Orphan’s Promise, which helps orphans and vulnerable children, has also supported us greatly.

What’s the synergy between CBN Africa’s media and humanitarian efforts?

As a faith-based organisation, our TV programs preach hope to combat the prevailing despondency, making our mission easy to balance. Each program promotes hope.

We realise that preaching hope may not be enough for persons confronted with physical challenges like hunger or lack of basic amenities. We thus support their physical needs to make this message more meaningful.

Our humanitarian projects and media content complement each other. While our TV programs show individuals that God is constantly working and caring despite hardships, we demonstrate that message by helping the rural poor. The programs air in cities, while our humanitarian projects are carried out in rural areas where the need is highest.

In doing so, we are demonstrating that God cares for people in real, practical ways through us as His hands.

What are CBN Africa’s top achievements in its 30-year history?

Each new initiative whether a program or a humanitarian project, has contributed significantly to our growth.

Every new program required additional staff, producers, camera operators, editors, etc. so as we added programs, our team expanded naturally. Similarly, each new humanitarian project needed more hands.

Our growth has been organic, directly tied to projects developed through needs assessments. Each initiative brought new team members to help fulfil identified needs, driving consistent growth.

Can you discuss CBN Africa’s role in spreading Christian values?

We promote Christian principles through family-friendly programming. Our programs are safe for all ages because they respect Judeo-Christian values. Since we cannot generate all programming in-house, we obtain similar, high-quality shows that enhance viewers’ ethical and moral development and follow these ideals on our 24-hour TV channel.

The impact is tremendous. We consistently rank among the top three CBN offices globally for program impact, according to independent analysis. This shows the beneficial impact our broadcasts and humanitarian initiatives have on viewers and recipients every year.

How does CBN Africa engage with local communities and faith groups?

We have trained church members as counsellors to answer calls from viewers affected by our broadcast. In partnership with the Christian Association of Nigeria, we guided viewers to churches in their neighbourhood. We believe this relationship increased church attendance tremendously.

Our humanitarian projects also require community involvement. For example, our water well installations involve local churches and community committees to protect the wells.

We train locals to manage basic health issues in rural clinics in communities remote from medical facilities. Our cost-recovery program provides initial drugs to sustain supply independently in the rural clinics.

Organizations and embassies have generously funded these endeavours. The Japanese, Australian, and Irish embassies supported rural clinics, schools, and water wells, respectively. These partnerships have increased our impact on needy communities.

How many lives has CBN Africa impacted in Africa over the past decades?

Looking back at the Blitz in 1997, where over 60  million people watched at least one program and almost 20 million made decisions for Christ, it’s clear that we have had a significant impact. This level of outreach is not just a one-time event; we conduct annual surveys and consistently see substantial engagement.

What fuels your passion for Christian media in Africa, and how do you see it shaping Africa’s future?

My passion for Christian media lies in its ability to reach places individuals cannot access directly. By using media, we can extend our message of hope beyond our immediate surroundings, making a significant impact. After all, what’s the point of a message if no one hears it?

In Africa, the media is vital as the fourth estate of the realm, informing the public and bridging the gap between the government and the governed. While this is important, my focus is on individuals who need messages of hope and redemption. In a society where many struggle to find a meal, sustaining hope is essential.

Our message is particularly relevant today, given the rising rates of despair-induced suicides Many feel trapped in their circumstances. We aim to remind people to hold on and maintain faith.

There is hope, and the one who embodies hope will reach them. Our message is critical now, as people face hunger and health issues without access to care. Thus, it resonates powerfully with the struggles individuals face today, just as it always has.

What strategies drove CBN Africa’s expansion under your leadership?

The first strategy is recognizing that people are the most important assets any organization has. Through my leadership studies, I’ve learned that prioritizing people leads to remarkable outcomes. When individuals know you care about their welfare, they will go above and beyond for you. That’s what true leadership entails.

I focus on people over money or machines, ensuring my management team shares this vision. We constantly ask ourselves, “What can we do to improve their situation?” By doing so, we create an environment where both staff and resources thrive.

I always tell young leaders that leadership must have a human face. When people feel valued, they will follow willingly and enthusiastically. Another key aspect of my leadership is encouraging staff to pursue self-development; I urge them not to settle for their qualifications from years ago.

We support these efforts because as our staff grow, so does the organization. I’ve witnessed firsthand how their self-improvement translates into enhanced quality and productivity.

Another strategy is to be future-focused. It is always easy to stay in the here and now. But to guarantee growth I always ask myself “Where do I want this organisation to be in 20 to 30 years from now?” I then try to initiate programs and projects that will bring us to the envisaged future state.

How do you stay ahead of the curve in the rapidly evolving media industry?

Being ahead of the curve involves keeping employees happy. Contented workers will go above and beyond the call of duty to finish tasks and excel. This mindset keeps us industry leaders.

A director at the Nigerian Broadcasting Commission (NBC) once spoke on using CBN as a model for great programming in her training. Having the broadcasting regulator praise our efforts is the best recommendation. It validates our work and inspires us to continue to strive for excellence.

What strategies drove CBN Africa’s expansion under your leadership?

Everything we accomplish requires leadership. Media is about people over equipment; people use tools to create great content. Humanitarian initiatives require empathy. Putting yourself in others’ shoes helps you create programs that meet their needs.

Leaders must care for the people they lead, even if they’re not in charge. My leadership approach is to discover solutions or help a community find them when I perceive suffering. Ultimately, leadership is about helping people attain their highest potential.

What advice do you have for emerging Christian media leaders?

True leadership is leading from the front in any sector. A true leader leads the team through problems and does not let them face the problems alone. Leadership requires enthusiastic engagement from followers. If not, you risk being a ruler instead of a leader; subjects follow out of duty, whereas true followers are motivated by a shared vision.

Effective leadership must be human, promoting team happiness. Early clarity helps people comprehend their direction and builds excitement about the future. Leaders succeed when they inspire enthusiastic and willing followers.

What inspired 700 Club Nigeria and Living the Life?

We aired international versions of 700 Club Nigeria and Living the Life, produced in the U.S. Nigerian stories are few in the 700 Club Int’l, despite its success.

Since CBN’s HQ office can only cover a few stories at a time, I realized the necessity for a Nigerian-friendly version. Using recognizable characters and situations in the Nigerian version increases engagement.

Women-specific Living the Life was also created. We concluded that Nigerian women professionals sharing relatable experiences would have more impact than American guests.

The program’s attraction increases when viewers can relate to someone from their own culture. Living the Life is now on many TV stations nationwide due to its popularity.

They support CBN Africa’s objective to strengthen families through media and humanitarian aid. Living the Life supports women by addressing their issues, while 700 Club Nigeria spreads optimism, strengthening society.

What’s Flame TV’s role in promoting African Christian content?

Flame TV viewership is growing exponentially. Our quality shows have won awards, demonstrating their impact. Three of our programs were nominated recently, showing how our programs compete.

Our content is entertaining without being offensive or unethical. Flame TV is designed to be more than a church extension. Since many viewers attend church numerous times a week, we developed a channel with engaging, non-preachy content, which viewers enjoy.

We avoid airing church services unless sponsored to develop a niche. Our station is constantly praised for its entertainment, defying the preconception that faith-based media is boring.

We’ll keep improving and pushing innovation and clean entertainment. We’ll make news entertaining instead of boring.

How effective is Superbook in reaching African children with Christian values?

The impact of Superbook is huge. The first two seasons on NTA drew over 100 million viewers every week. That’s significant!

SuperBook Special (Nehemiah) had over a million views on our Superbook YouTube channel, demonstrating its reach. Despite not planning a Vacation Bible School (VBS) this year, we had several requests. We had to organize one due to strong demand.

Our 52-week “binge-watching” on YouTube and Flame TV ended recently. Children and grown-ups watched in great numbers.

Superbook is crucial to CBN Africa’s children’s programming. We cannot neglect the children as we aim to improve families. Superbook is crucial to serving the whole family.

What impact does Operation Blessing have on African disaster relief?

It has huge significance. Why? Many disasters are man-made, often from terrorism and communal conflict. We believe people shouldn’t perpetuate violence when venting. Ensuring disaster victims receive support can prevent that.

People want to rebuild their lives after a tragedy, especially a man-made one, yet may be resentful of those responsible. When someone causes a problem and another alleviates it, it might reduce anger and pent-up emotions that lead to lawlessness.

What indicators track CBN Africa’s effectiveness in Africa?

We use Brown and Fraser, a U.S. research company, to measure impact. CBN recruited IPSOS, a top three global marketing communications business, in 2010 to assess our programs. Their survey results were similar to Brown and Fraser’s. CBN Inc. has since reverted to Brown and Fraser.

How can anyone partner with the initiatives and activities of the organization? Very easy! Contact us or visit our website for partnership information. Donating monthly makes you a 700 Club Member—a partner.

As a partner, you’ll receive regular reports on how your support is helping. At the end of the year, you’ll receive a detailed report of our activities; our partners can always review our audited records.

Funding specific programs or projects is another way to partner. Talk to us about sponsoring any of our programs/projects, and we’ll gladly provide details.

What inspired your dedication to humanitarian work and Christian media?

My greatest reward is witnessing others smile after rough times. In the end, it is rewarding to see people smiling despite all they’ve gone through. I love that Flame TV viewers can relax and not worry about what’s ahead. Personally, I love my work; I would have volunteered even without pay.

Since becoming CBN Africa’s leader, the workforce has expanded from seven to almost 100, and it’s humbling to know that God is working through me. I’m honoured to lead such talented and creative people.

This job has allowed me to meet presidents and travel to unexpected areas. My greatest satisfaction is seeing people smile because of our work; such experience is immeasurable.

Can you share your approach to blending leadership and mentorship?

Leadership requires mentoring. I love watching my staff progress; therefore I encourage them to pursue self-improvement.

My classroom lessons help pupils improve and reflect on my leadership style. Mentoring involves helping someone become like or better than you. True leaders mentor others. You can’t mentor without being a leader and vice versa.

Can you share how your background in Theater Arts and Strategic Leadership influence your work?

My theatre arts and strategic leadership education affected my approach. Theatre arts taught me that all programming must be entertaining; therefore whatever we make must interest the audience.

However, strategic leadership helps me see ahead. I think about where the organization will be in 5, 10, or 20 years. Today, I will take the steps needed to achieve our goal.

My future-oriented mindset has led us to think beyond immediate solutions. This prompted the idea of building clinics to address ongoing rural health needs. This approach reflects my commitment to long-term solutions rather than just temporary fixes.

How would you advise the current and next generation of African leaders?

African leaders must prioritize the people over themselves. Policies should benefit the public, not hurt it. A policy that is designed to benefit everyone but causes misery is worthless.

Leadership is service. As servants of the people, leaders should put the people’s needs before their own. True leadership should always improve followers’ lives.

How do you hope to be remembered in African Christian circles?

Remember me for changing media narratives. Understand that the media doesn’t have to be crooked or debased. Without nudity or sexual content, you can attract viewers. Shows that entertain and meet needs get viewers.

We must be our brother’s keeper. If leaders own others’ suffering, change will occur. Communities thrive when people solve problems themselves rather than waiting for the government. Self-help must become our priority. The government must take responsibility but can’t fix everything.

How would you inspire CBN Africa’s viewers in its 30th year?

As we celebrate our 30th anniversary, I want to encourage you: God will sustain you if your work offers others joy, even when resources are low. Our 30 years of success can only be attributed to divine intervention and provision.

Solving community issues will bring blessings and money. Too often people prioritize money over necessities. Financial rewards will always follow problem-solving projects.

Our partners have supported us through thick and thin, so thank you. Support from you made all the difference. I welcome new partners. More can be done to bring hope to more faces that need to smile.