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Former Board Chairman of the Ghana Airports Company Limited, Paul Adom-Otchere, has cautioned that Ghana’s broadcasting industry is on the brink of collapse, with an estimated 90% of television and radio stations operating at a loss due to declining advertising revenues.
Speaking at the “Broadcasting at the Crossroads” forum hosted by the Africa Media Bureau at the Alisa Hotel in Accra on Friday, September 26, Adom-Otchere stressed that the monetisation of local content is the only sustainable path to saving the struggling sector.
“Right now in Ghana, 90% of TV and radio stations are running at a loss because advertising is not working anymore,” he revealed. “The only way to redeem this situation is to have a way in which content can be monetised so that people can earn money from their content.”
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He noted that many broadcasters have already turned to digital platforms such as YouTube to generate revenue, as traditional advertising alone is no longer viable.
“Radio and TV stations are opening YouTube channels and putting their content there because that is how they get money,” he explained.
Adom-Otchere urged the National Communications Authority (NCA) and other stakeholders to develop infrastructure and policy interventions that support local content monetisation. Without such measures, he warned, many stations could collapse or risk being captured by political interests.
“It is important that this conversation about monetising local content through the NCA infrastructure is taken very seriously,” he said. “Otherwise, a lot of these stations are grinding to a halt, and the danger is that they will be overtaken by politicians and politics.”
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