DStv and the Ghanaian Government in Price Showdown over Recent Subscription Hike

On Thursday, 14th August 2025, the Ghanaian government slapped DStv with a daily fine of GHC 10,000 for its failure to comply with the government’s directive on the reduction of its subscription rates.

This follows the decision by Multichoice to increase its subscription rates by 15% in April, making it the third increase in less than two years. The price hike invoked a response from the government, which directed the company to slash its DStv subscription fees by 30% before August 7 or risk having its broadcasting license suspended. The government accused the multinational of overpricing, citing the disparity in rates across other African countries and the appreciation of the Ghanaian cedi.

In a statement signed by its managing director, Alex Okyere, Multichoice acknowledged the appreciation of the cedi but objected to the government’s request to review its prices. In a matter that is quickly becoming a showdown, the minister for Communications, Digital Technology, and Innovation, Samuel Nartey George, disregarded the statement of the pay-TV giant and referenced its compliance with the same directive in Nigeria after facing immense pressure. The minister also revealed a proposal that the company had offered the government; to retain the current prices, and in return, they would halt revenue remittances to their headquarters in South Africa.

Expressing his thoughts in a social media post, the minister stated that the “offer lacks logic” and does not in any way address the dilemma of the Ghanaian subscribers. He further noted that while he remained empathetic to the Ghanaian staff at DStv, he believes they should also stand and demand what is right. His response reflected the government’s stance on price reduction only.

Ghana is not the only country to have faced price hikes from the South African company. In February 2025, the multinational company announced a price increase of 25% to 26% in Nigeria for both its DStv and GOtv packages, barely 12 months after the last hike, despite accounting for a loss of over one million subscribers in 2024. This announcement triggered widespread outrage from subscribers, with some threatening to boycott the company’s services.

The Nigerian government wasted no time in reacting to the announcement. While the House of Representatives called for the suspension of the proposed increase, the Federal Competition and Consumer Protection Commission (FCCPC) filed a legal suit against the company’s branch in Nigeria and its Chief Executive Officer, John Ugbe.

Following immense pressure, the company caved in by giving subscribers a one-month free subscription upgrade and embarked on a campaign titled “We’ve Got You” to appeal to active and returning customers. John Ugbe acknowledged that the initiative was to ensure that customers were appreciated.

With the recent fines, it seems that the Ghanaian government is testing its leverage, hoping to pressure Multichoice and elicit a similar response the Nigerian government was able to obtain.