This development was made known to Olisa Blogazine by a source close to the show producers, Ultima Limited the same company that produced the now-defunct educational show, Who Wants To Be A Millionaire.
According to our source, hints that the telecoms company would be cancelling its support started last year after the successful completion of the 9th season which saw Okiemute Ighorodje emerging as the winner.
For the 10th season slated for this year, it was rumoured that old contestants would be back to compete, but that plan had yet to materialise before the title sponsor, MTN, decided to withdraw their support.
Presently, neither the producers nor the telecommunication company have issued a statement to the public as at press time.
The famous show gifted fans with talented acts, including Iyanya, who won the debut edition in 2008; and Chidinma, who won the 2010 edition.