The fact that Television programmes are consciously devised, developed and distributed with the deliberate intention of achieving near-simultaneous international adaptation explains why there has been a growing development in adaptations and trades in television format across national boundaries from one region to another. This trade-in format has brought about hybridization of cultures and is appealing to various target audience around the world. One of such programmes is the globally recognized Big Brother Reality Show which now has the Nigerian adapted version known as Big Brother Naija. The cash rewards and media publicity this programme gives to the contestants made it a centre of attraction to many Nigerian youths who jostle to become selected as housemates in the programme. This study, therefore, was conducted to enquire if the audience perceives Big Brother Naija reality television show as an empowerment programme for the youth using viewers of the programme in Asaba, Delta State as the respondents. Anchored on Cultural Proximity theory, the research was conducted using a survey research method with a sample size of 400. The study found that the high quest to be screened and selected as one of the contestants of BBN by Nigerian youths is closely related to the rate of unemployment and lack of entrepreneurial skills among the youths. The study recommended that the government should introduce more effective empowerment programmes that can reduce the rate of unemployment in Nigeria to curb the incessant quest to be rewarded through reality television programmes like BBN.