Minister of Communications, Digital Technology and Innovations, Samuel George, has revealed that MultiChoice Ghana, the operators of DStv, is involved in intense behind-the-scenes lobbying to pressure him into reversing his directive for a significant price reduction.
The minister’s firm stance threatens the company’s broadcasting licence, which could be revoked if they fail to comply with the government’s demand.
The ultimatum, which requires DStv, with its headquarters in South Africa, to reduce its subscription rates by 30 per cent, was initially set for August 7 but was later extended to September 6, 2025.
The directive follows widespread public outcry and a government investigation into DStv’s pricing model, which the minister has repeatedly described as unfair to Ghanaian consumers.
Speaking on the Joy FM Super Morning Show, Mr George disclosed that since his public warning, several intermediaries believed to be connected to DStv have approached members of government, attempting to soften his position.
He revealed attempts by MultiChoice to rope in the South African government to turn the matter into a foreign affairs issue.
The minister, however, remains unwavering, insisting that the government’s primary responsibility is to protect the interests of its citizens.
“Look, all the places they are walking around getting the foreign minister of South Africa to call the Ghanaian foreign minister to call me. It’s not going to work….Look, making it a foreign affairs issue and saying that what? There are South African businesses. The biggest South African business in Ghana is MTN. Has MTN complained about this? When I dealt with MTN, MTN worked with me on everything,” he stated.
He continued, “When I made the case to MTN, I wanted more data for the Ghanaian people. They said, ‘Well, we have a challenge with the network. We want more spectrum’. I yielded. I went to the cabinet and got cabinet approval and gave them more spectrum.”
The minister offered advice to businesses operating in Ghana.
“So, you work with your regulator in the interest of your customers and in the interest of your business. You don’t place your business interest as the only interest you have and ignore completely the consumer interest.”
The minister cited stark price disparities, noting that Ghanaians pay significantly more for the same premium packages offered in other African markets like Nigeria, even when accounting for currency fluctuations.
A pattern of disrespect and bad faith
The minister painted a picture of a company unwilling to engage in good faith, citing several instances of what he termed “disrespect”.
He revealed that after he presented his case, MultiChoice responded not with a counter-offer but with a nine-page letter filled with economic forecasts.
“They wrote me a nine-page letter with six graphs and bar charts explaining to me the instability of Ghana’s economy and how our cedi appreciation cannot be trusted to be sustainable,” he recounted with disbelief.
Operational failures and revenue leakage
Beyond pricing, Mr. George highlighted critical operational failures, chief among them being cross-border piracy.
He claimed that a staggering “40 to 45% of DStv devices in Ghana today are all devices from Nigeria”, a situation he says MultiChoice has failed to tackle.
This influx of Nigerian-registered devices, he argued, allows MultiChoice to collect revenue while the Ghanaian state loses out on tax, and it artificially suppresses Ghana’s official subscriber numbers, which the company then uses to justify its high prices.
“When you say you have a low subscription in Ghana, it’s because your prices are not uniform and have led to cross-border piracy on your platform,” he charged.
The minister cited regional precedents where regulators took a hard line, forcing MultiChoice to adjust its practices.
“In Malawi, in 2023… they just shut them down… MultiChoice went to court, lost the case, and four months later came back, offered one week free… and dropped the prices. In Liberia… they slashed the premium package by $30. In Nigeria in 2024… the Nigerian House of Reps passed an instruction prohibiting the increases.”
Industry reacts as Canal+ takeover looms
The public standoff comes at a pivotal moment for MultiChoice, which is in the final stages of a complete takeover by French media giant Canal+.
The deal, approved by South Africa’s Competition Tribunal in July, is expected to be finalised soon.
Responding to the developments, Alex Okyere, Managing Director of MultiChoice Ghana, has previously stated that the minister’s proposed reduction is “not tenable” given the “extremely challenging macroeconomic environment”.
In a statement, the company warned of the “dire implications that an impasse may have on livelihoods” and affirmed its commitment to finding a resolution through dialogue.
In Johannesburg, a spokesperson for MultiChoice Group CEO, Calvo Mawela, reiterated their commitment to the Ghanaian market but stressed that “pricing is a complex issue influenced by content acquisition costs, currency volatility, and local operational expenses.”
“We must ensure a sustainable model that allows for continued investment in quality content and technology for our customers.”
The impending change in ownership adds a new dimension to the conflict. Mr George revealed that he has already been in contact with the incoming owners.
“Canal+ has reached out,” he confirmed, “and I’ve made it clear to them if they want to come into Ghana and operate… this is our request. Canal Plus’s attitude is light years more positive than that of MultiChoice.”
From Paris, the office of Canal+ CEO, Maxime Saada, issued a cautious statement.
“We are closely monitoring the situation in Ghana. Canal+ has a long and successful history of working collaboratively with regulatory bodies across Africa. Upon the successful completion of our acquisition of MultiChoice, we look forward to engaging directly with the Ministry and all stakeholders to build a future that serves the interests of Ghanaian audiences and the creative industry.”
With the 30-day countdown ticking towards the September 6 deadline, the future of DStv in Ghana hangs in the balance.
Consumers, caught in the middle, are watching keenly to see if the regulatory pressure will lead to lower prices or if the EPL and other popular content will go dark, at least temporarily, as a new French era for the African pay-TV giant begins.
What happens next?
With the September 6 deadline fast approaching, all eyes will be on MultiChoice Ghana’s response. Failure to comply with the directive could lead to the unprecedented revocation of its operating license, potentially leaving millions of subscribers in Ghana without access to their favourite satellite television content.
The Ministry of Communications remains steadfast, with Mr George indicating he will not yield to external pressures, emphasising the need for foreign companies operating in Ghana to respect local laws and consumer interests.
This developing story underscores the broader global trend of governments asserting greater control over pricing and regulatory compliance for international service providers operating within their jurisdictions.
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