In a bold regulatory move, the Ghanaian government issued a 30% price reduction ultimatum to MultiChoice Ghana in early August, ordering the company to adjust its pricing structure before August 7, 2025, or face the suspension of its broadcasting license. The directive also included a daily penalty of GHC 10,000 for non-compliance.
Conflicting Accounts over Alleged Agreement
Ghana’s Minister of Communications and Digitalisation, Sam George, initially announced that MultiChoice had agreed to reduce its subscription fees following the submission of long-requested pricing data. The data reportedly included detailed information on bouquet pricing, tax breakdowns, and price comparisons across at least six African countries.
The announcement was widely hailed by consumers as a victory for regulatory accountability, especially amid growing concerns that DStv services in Ghana are more expensive than in neighbouring markets, despite recent gains in the cedi’s exchange rate.
However, shortly after the Minister’s public statement, MultiChoice issued a formal rebuttal, denying any agreement had been reached on reducing prices.
“We continue to engage with the Minister in a bid to find an amicable solution that is beneficial for all parties involved but does not jeopardise the viability of the DStv service,” MultiChoice said in a statement shared by the Minister himself.
“We will fully participate in the established working committee. However, we wish to clarify that MultiChoice Group has not agreed to a price reduction,” the company added.
Government Threatens Enforcement
The pushback from MultiChoice triggered a swift and firm response from the Minister. In a statement posted on X (formerly Twitter), George accused the company of “disrespect” and warned that the government would proceed with enforcement actions, including a potential shutdown of DStv services in Ghana.
“Let me be clear, I have no intention to continue tolerating the disrespect to Ghanaians by DStv,” George wrote.
“If MultiChoice is not interested in discussing a reduction in prices, as they had indicated to me, we would proceed to effect the shutdown tomorrow as indicated.”
He stressed that Ghana remained open to investment but would not tolerate non-compliance with its laws or disregard for regulatory institutions.
“No company is above the law. When MultiChoice is ready to discuss price reduction, they can come to the negotiation table. Until then, there is nothing for us to meet over,” he added.
The National Communications Authority (NCA) has reportedly been directed to enforce the suspension if MultiChoice fails to comply.
Price Increases Under Scrutiny
The core of the dispute lies in MultiChoice’s 15% price hike in April 2025, which the Ghanaian government contends is unjustified, especially given the cedi’s strong performance in the foreign exchange market this year.
Analysts say the case raises larger questions about regional pricing disparities, market dominance, and the balance of power between regulators and multinational service providers operating across African markets.
While MultiChoice has not provided public justification for the April increase, the company has cited operational costs, infrastructure investments, and content licensing fees as key factors that affect pricing decisions.
What’s Next?
With both sides standing firm, the situation now hangs in the balance. Should the Ghanaian government proceed with its threat to suspend DStv operations, it could set a precedent for regulatory intervention in other African countries where MultiChoice operates.
Industry watchers will be closely monitoring whether MultiChoice returns to the negotiation table or if Ghana follows through with the enforcement measures, potentially disrupting services for thousands of subscribers.