MultiChoice Ghana Pushes Back as Minister Demands 30% DStv Price Cut

Just hours after Communications Minister Samuel Nartey George took to X with a bold demand for a 30% cut in DStv subscription fees, MultiChoice Ghana responded—and not with silence.

In a letter dated the same day, August 3, 2025, and signed by its Managing Director, Alex Okyere, the company laid its cards on the table. They didn’t hold back either.

First, the tone. MultiChoice said it was “disappointed” in the Minister’s public post, especially given what they called “constructive engagement” behind the scenes with both George and the National Communications Authority (NCA). Their message was clear: this wasn’t supposed to spill into the public like this.

Then came the meat of the matter—the money.

According to MultiChoice, the demand for a 30% slash in subscription fees just isn’t feasible. Yes, the Ghanaian cedi has made gains recently, but the company says pricing can’t be based on short-term currency wins. Instead, they point to what they call a tough “macro-economic environment,” and the costs involved in running their business—things like maintaining broadcast quality, paying local staff, and navigating heavy tax structures.

One statement stood out: the 30% cut, they argued, is simply “not tenable.” But they didn’t slam the door. Instead, they proposed more talks—an “alternative engagement path,” as they put it. In other words, let’s keep talking, but don’t expect us to nod and reduce prices overnight.

The context here matters. George’s earlier post wasn’t just a gentle nudge. He accused MultiChoice of disrespecting Ghanaians, especially when the same company had adjusted its pricing in Nigeria under pressure. He even shot down an offer to retain revenues locally—he wants a price cut, plain and simple.

Reactions to his post were swift and supportive. Many on X echoed his frustration, pointing to the yawning gap between what Ghanaians and Nigerians pay for the same DStv packages. $83 in Accra versus $29 in Lagos? People are paying attention, and not quietly.

But now, with MultiChoice pushing back, the conversation is shifting. The company’s statement is loaded with reminders about its three-decade presence in Ghana, the jobs it supports, the agents and dealers who rely on them, and the taxes it pays. That argument could resonate with those worried that a regulatory crackdown might do more harm than good.

Still, the pressure is mounting. George has given MultiChoice until August 7 to comply—or risk having its broadcasting license suspended. The NCA now has to make a call: back the Minister’s tough stance or allow more room for negotiation.

What’s playing out here isn’t just a pricing dispute. It reflects a bigger question Ghana is still grappling with: how to balance consumer protection with foreign investment, especially in sectors where competition is thin. Some say a proper competition law would make all this clearer, but for now, it’s a game of brinkmanship.

And the clock is ticking.