Lower your prices or lose your license — Sam George warns DSTV

The Minister of Communications, Digital Technology, and Innovations, Sam George, has issued a firm directive to the National Communications Authority (NCA) to suspend the broadcasting license of DStv operator, MultiChoice Ghana, if the company fails to reduce its subscription prices by August 7, 2025.

The directive, according to the Minister, follows what he describes as the company’s consistent overpricing of its services in Ghana compared to other African markets, despite offering identical content.

Addressing the media during the Government Accountability Series on Friday, Mr. George disclosed that his Ministry had earlier written to MultiChoice Ghana demanding a 30 percent reduction in pricing across all subscription packages. The company was given until July 21 to respond formally to the request.

“In my letter to them, I gave them scenarios from seven markets that DStv is operating in. The same content in the Premium bouquet that is offered to Ghanaians for the equivalent of $83 is being sold to Nigerians for $29,” the Minister stated.

“How can anyone explain this price disparity to me? Enough of the mistreatment of the Ghanaian consumer. They either comply with the reduction, or we’ll suspend their broadcasting license by August 7,” he added.

MultiChoice, in a detailed nine-page response on July 21, rejected the government’s call for a price reduction. The company cited macroeconomic challenges, particularly the Ghana cedi’s depreciation over the last eight years — estimated at over 240 percent — as the primary reason it cannot lower its prices.

It further argued that the recent appreciation of the local currency was not stable enough to serve as the basis for a pricing overhaul, describing the cedi’s performance over the past six months as a “fluke” that could quickly reverse.

But the Minister dismissed these arguments, insisting that MultiChoice’s pricing model in Ghana is unjustifiable and exploits local consumers. He accused the company of profiting unfairly from Ghanaians while offering significantly cheaper rates to customers in countries such as South Africa, Angola, Nigeria, and Eswatini.

“As a Minister, my loyalty is to the Ghanaian people, not to multinational corporations. I believe Ghanaians have been exploited for far too long,” he declared.

Mr. George added that he had formally written to the NCA earlier in the week, instructing the regulator to proceed with the suspension of MultiChoice Ghana’s broadcasting license if the company fails to act by the stated deadline.

If implemented, the directive could disrupt DStv services across the country, potentially affecting thousands of subscribers.

As of Friday, MultiChoice Ghana had not publicly responded to the Minister’s latest remarks.