By Alvin Lansana Kargbo
Premier Media Group and the Sierra Leone Broadcasting Corporation on Tuesday 16 December 2025 launched the first edition of the Premier Comedy Competition, a nationwide initiative aimed at promoting comedy as a viable career path and strengthening Sierra Leone’s creative economy.
The launch took place at the Ministry of Tourism and Cultural Affairs Conference Room on Kingharman Road in Freetown, with partnership support from the Ministry of Tourism and Cultural Affairs and the Ministry of Information and Civic Education.
Speaking at the event, Director General of the Sierra Leone Broadcasting Corporation, Josephine Kamara, said the competition was designed to celebrate talent and creativity while harnessing the social power of humour. She noted that as a public service broadcaster, SLBC has a mandate to inform, educate, entertain and promote national culture by giving voice to diverse talents across the country.
The DG said comedy goes beyond entertainment, describing it as a powerful form of expression that encourages reflection on social realities, challenges stereotypes, stimulates dialogue and brings communities together across age, background and belief. She said the partnership with Premier Media would create opportunities for both emerging and established comedians by providing national visibility, professional exposure and pathways to sustainable careers within the creative industry.
Josephine Kamara emphasized that the competition would reach audiences nationwide through SLBC’s extensive network and partner community stations across all six regions, including border areas near Liberia and Guinea. According to her, the initiative would contribute to youth empowerment, cultural pride and national cohesion, while strengthening collaboration between public institutions and private media in the national interest.
Managing Director of Premier Media Group, Julius Spencer, announced that the competition is open to all Sierra Leoneans aged 18 and above, regardless of location. He said registration would be available online and through hard copy forms when released, with auditions held in every region. Four contestants will be selected per region to form a pool of 20 competitors.
Julius Spencer explained that the competition structure includes two elimination rounds, quarter finals, semi-finals and a final. Four contestants will be eliminated in each elimination round, leaving 12 contestants for the quarter finals. Three contestants will be eliminated at the quarter final stage and another three at the semi-final stage, leaving six finalists. The winner will receive a cash prize of NLe 100,000, while the first and second runners up will receive NLe 30,000 and NLe 20,000 respectively.
He said there will be five live shows with a live audience from the elimination rounds to the final, with venues to be announced later. Winners will be determined through public participation using SMS voting on mobile networks, with further details to be provided.
The Premier Media Group Managing Director said comedy plays a critical role in addressing sensitive or difficult issues in constructive ways. Referring to a World Bank study on Sierra Leone’s creative economy, he noted that the sector presents significant opportunities for employment and revenue generation, particularly for young people. He said the competition is part of Premier Media’s broader commitment to professionalizing comedy, attracting corporate support and raising the national and international profile of Sierra Leonean comedians.
Permanent Secretary at the Ministry of Tourism and Cultural Affairs, Judith C. Jones, said the competition aligns with the Ministry’s efforts to promote culture, unity and tourism development. She said the initiative would celebrate Sierra Leone’s humour and creativity while providing a platform for comedians to showcase their talent and relieve social stress through entertainment.
The Permanent Secretary said the Ministry would use its social media platforms to promote the competition and collaborate with influencers and celebrities to build public interest. She also disclosed plans for roadshows, comedy nights, festivals and diaspora engagement, as well as potential comedian exchange programmes in collaboration with the Ministry of Foreign Affairs and International Cooperation.
She formally declared the National Comedy Competition open and encouraged comedians to participate fully and maintain high standards of creativity and performance.
Upcoming and established comedians across the country are encouraged to participate in the competition, which organizers say offers national and potential international exposure and an opportunity to build professional profiles within the growing creative industry.
