Ghana’s government has issued a decisive ultimatum to MultiChoice Ghana, ordering the pay-TV giant to reduce its DStv subscription prices by 30% no later than August 7, 2025, or risk having its broadcasting license suspended. The directive signals a bold move by the Ghanaian authorities to tackle what they view as unfair pricing practices by one of the continent’s largest media providers.

According to Daily Graphic, the government’s demand comes amid rising public concerns over price disparities between Ghana and other African countries for the same DStv packages. At the heart of the dispute lies the assertion that MultiChoice has failed to adjust its pricing to reflect Ghana’s stronger currency performance and regional market conditions.

Currency Strength Sparks Demand for Fair Pricing

Ghana’s cedi has emerged as one of the best-performing currencies in 2025, appreciating by a remarkable 40% against the U.S. dollar, second only to the Russian ruble, according to data from Bloomberg. This robust performance has sparked calls from government officials and consumer advocacy groups to reassess the pricing strategies of multinational service providers operating in the country.

Despite the appreciation of the cedi and the corresponding reduction in operating costs, MultiChoice continues to charge significantly higher rates in Ghana. Notably, the company currently bills $83 for its DStv Premium bouquet in Ghana, while offering the same content to Nigerian customers for just $29. The contrast has become a focal point in public discourse around consumer fairness, market equity, and regional pricing alignment.

Negotiations and Government Pushback

During recent negotiations with Ghanaian officials, MultiChoice proposed maintaining current subscription rates and temporarily suspending the repatriation of profits to its parent company headquarters. The company argued that this approach would strike a balance between operational sustainability and regulatory compliance.

However, Samuel Nartey George, Ghana’s Minister of Communication, Digital Technology and Innovations, swiftly rejected this offer. He emphasized that the government expected a tangible reduction in prices, not symbolic gestures. According to the minister, the 15% price hike introduced by MultiChoice in April 2025 was “unjustified,” particularly given the cedi’s strong appreciation and the company’s continued growth in the Ghanaian market.

George has remained firm in his stance, reiterating that MultiChoice must implement a 30% price cut across its DStv packages. Failure to comply by the August 7 deadline will lead to the revocation of the company’s broadcasting license, effectively halting its operations in Ghana.

MultiChoice Defends Its Position

In response to the government’s demand, MultiChoice Ghana issued a public statement asserting that it cannot comply with the price cut as instructed. The company described the directive as “untenable”, citing operational complexities and a challenging macroeconomic environment.

“We strive to keep prices as low as possible without compromising on content quality or service delivery,” the company stated. MultiChoice emphasized that it operates under dynamic conditions influenced by currency fluctuations, rising content acquisition costs, and shifting consumer behavior.

While the company has not explicitly ruled out future adjustments, it has made clear that the 30% reduction demanded by the government is not feasible under its current model.

Legal Troubles in Nigeria Complicate MultiChoice’s Regional Outlook

Ghana is not the only country where MultiChoice faces scrutiny over its pricing practices. In Nigeria, the company is currently embroiled in a legal battle with the Federal Competition and Consumer Protection Commission (FCCPC) over a controversial price hike implemented earlier this year.

MultiChoice Nigeria had notified customers in February that it would increase prices across its DStv and GOtv packages, effective March 1, 2025. Under the revised pricing structure:

• The DStv Compact bouquet rose from ₦15,700 to ₦19,000 (a 25% increase).

• The Compact Plus package climbed from ₦25,000 to ₦30,000 (a 20% increase).

• The Premium plan, the highest-tier offering, jumped from ₦37,000 to ₦44,500, reflecting a 20% hike.

• GOtv customers also saw price increases, with the Supa Plus plan moving from ₦15,700 to ₦16,800, among other adjustments.

The FCCPC responded swiftly, summoning MultiChoice Nigeria’s CEO, John Ugbe, to appear for an investigative hearing scheduled for February 27, 2025. The Commission raised red flags over the frequency and scale of MultiChoice’s price hikes, warning that such actions could represent market dominance abuse and anti-competitive behavior.

Despite regulatory pressure, MultiChoice proceeded with the March 1 price adjustments, defying the Commission’s warning. As a result, the FCCPC initiated legal proceedings against the company and its CEO, citing regulatory non-compliance and obstruction of an ongoing investigation. The case is currently pending at the Court of Appeal in Abuja.

Mounting Regional Pressure to Reform Pricing Strategy

The controversies unfolding in Ghana and Nigeria highlight a growing regional pushback against MultiChoice’s pricing model. In both cases, authorities argue that the company is overcharging customers while operating in countries with vastly different economic realities.

Analysts suggest that MultiChoice’s challenges reflect a broader shifting regulatory landscape in Africa, where governments are increasingly willing to assert control over pricing, especially for essential services like pay-TV, which are closely tied to public information access and cultural programming.

If the company fails to respond adequately, it could face regulatory crackdowns, operational suspensions, and a potential loss of market share in some of its most lucrative regions.

Consumer Advocacy and Public Sentiment

Public opinion has largely sided with regulators in both Ghana and Nigeria. Across social media platforms and radio call-in shows, consumers have expressed frustration over what they see as arbitrary price increases and lack of transparency. Many Ghanaians point out that if the local currency is gaining strength, then the cost of imported services should logically decrease—not rise.

Consumer advocacy groups in Ghana have also applauded the government’s strong stance. They argue that more African governments should follow Ghana’s lead in holding multinational service providers accountable and demanding pricing parity across the continent.

What’s Next for MultiChoice?

With the August 7 deadline looming, all eyes are on MultiChoice Ghana. The company must decide whether to comply with the government’s pricing directive or risk losing its broadcasting license, potentially forfeiting access to a key West African market.

At the same time, its legal troubles in Nigeria continue to cast a long shadow. A negative court ruling in Abuja could set a legal precedent affecting how pay-TV operators are allowed to adjust prices without regulatory consent.

MultiChoice now finds itself at a crossroads. To retain public trust and regulatory goodwill, the company may need to adopt a more transparent and flexible pricing strategy, better aligned with local economic conditions and consumer expectations.