MultiChoice Group, the South African media giant behind the DSTV satellite television service, moved to calm employees in Ghana following a government ultimatum threatening the suspension of its broadcasting license over subscription pricing.
In an internal memo dated August 1,the company urged staff to “remain calm” as it works to address a directive from the Minister for Communications, Digital Technology, and Innovation, Samuel Nartey George. The minister has ordered the National Communications Authority to revoke DSTV’s license if the company fails to reduce subscription rates by August 7.
The directive, announced during a sector briefing the same day, follows government frustration with DSTV’s pricing strategy, which has remained unchanged despite a recent rebound in the Ghanaian cedi.
MultiChoice, in a detailed nine-page response to the Ministry, defended its pricing, arguing that the cedi’s recent appreciation is not sufficient grounds for a rate adjustment. The company pointed to a broader macroeconomic picture, stating that the currency has depreciated by more than 200% over the past eight years and that current gains are “not structurally stable.”
“The volatility of the cedi poses long-term forecasting risks,” the company wrote, signaling its reluctance to tie subscription rates to short-term exchange rate movements.
The dispute highlights the broader challenges multinational firms face when navigating volatile currency environments and mounting regulatory pressures in African markets. MultiChoice has not indicated whether it will comply with the government’s demand.
A spokesperson for the National Communications Authority declined to comment on whether enforcement action is imminent.
