Adopt Diplomatic Approach to DStv Pricing Concerns – Dr. Ekua Amoakoh to Government

A Communications Team Member of the New Patriotic Party (NPP), Dr. Ekua Amoakoh, has advised the government to adopt dialogue in resolving the ongoing controversy over DStv pricing in Ghana.

Dr. Ekua Amoakoh, a Communications Team Member of the New Patriotic Party (NPP), has called on the government to adopt a diplomatic and market-oriented approach in addressing the ongoing controversy surrounding DStv’s pricing in Ghana.

While commending the passion shown by some government officials, including Hon. Sam George, Dr. Amoakoh cautioned that an aggressive posture may not lead to a constructive resolution.

“I think the posture of the minister is surely one to move mountains for, but I don't see how that brings any kind of resolution,” she said. “We have to understand that DStv is a product some might even call it a luxury. It’s not a necessity. We have free-to-air channels available.”

Dr. Amoakoh emphasized that Ghana operates a free market economy, where private enterprises should be allowed to thrive without excessive government interference.

“It’s clear they (DStv) are not going to yield easily. Ghana is supposed to be a free market economy at least from my perspective and that of my political party. We believe in empowering the private sector. Overregulation and price controls only hinder growth,” she noted.

She advocated for encouraging competition in the pay-TV sector, rather than imposing regulatory measures that could disrupt the market.

“The best solution would be to create space for competitors to enter the market. That way, prices will adjust naturally. And we need to stop making direct comparisons with Nigeria. With over 200 million people, Nigeria’s market dynamics are vastly different from ours. Their pricing model simply can't be applied here.”

On threats to revoke DStv’s operating license in Ghana, Dr. Amoakoh warned against hasty decisions that could have serious legal and economic implications.

“This isn’t something you resolve by tweeting threats to revoke licenses. DStv is a legitimate business operating within our laws. You can’t just cancel their license without facing potentially massive costs in international arbitration. Dialogue is the way forward,” she said.

She was suggesting that while some aspects of DStv’s pricing model may fall under government influence, meaningful change can only come through constructive engagement and policy that fosters competition.

Dr. Ekua Amoakoh has cautioned that adopting a confrontational stance in addressing DStv's pricing could prove counterproductive, stressing the importance of diplomacy and constructive dialogue.

“If they’re anything like me, and you approach them aggressively, trying to dictate terms, you're likely to face resistance. It immediately becomes a defensive situation and then it’s a fight,” she explained. “But if the conversation starts diplomatically, perhaps saying, ‘Your prices are quite high compared to other regions, and we have a responsibility to protect consumers how can we work together to address this?’ I believe we would have seen more progress than the current public confrontation.”

She reiterated her call for calm and measured engagement, suggesting that a collaborative tone could yield better results for both consumers and service providers.

On the frequent comparisons made between Ghana and Nigeria, Dr. Amoakoh argued that such parallels are flawed and unhelpful.

“We cannot continue to compare Ghana with Nigeria. The economic contexts are very different cost of living, operational costs, and consumer behavior vary significantly,” she stated. “If we want to understand DStv’s pricing, we should be asking the right questions: What factors influence their pricing model in Ghana? How much of what we pay goes to taxes compared to Nigeria? Without those insights, it's difficult to arrive at a fair and effective solution.”

Dr. Amoakoh emphasized that a thoughtful and data-driven approach, grounded in dialogue and market understanding, is the most sustainable path forward.

Dr. Amoakoh concluded by emphasizing the importance of upholding democratic principles in governance, cautioning against authoritarian tendencies.

“At times, it seems the NDC forgets that we’re no longer under military rule. This is a democracy, and our approach to governance must reflect that.”