President of the Ghana Independent Broadcasters Association (GIBA), Abdul Awudu, has raised concerns about the growing financial pressures on media organisations in Ghana, warning that intense competition for limited advertising revenue is affecting their ability to sustain operations and adequately support journalists and other media workers.
He said the media industry was facing significant economic challenges due to market fragmentation, increasing operational costs and competition from digital media platforms, making it increasingly difficult for traditional broadcasters to generate sufficient revenue.
Speaking on the challenges confronting the media industry, Mr Awudu explained that the proliferation of radio and television stations had created a highly competitive market in which several broadcasters were pursuing the same limited pool of advertising revenue.
“The market is very fragmented. We are all fighting for the same advertising dollars. It’s become a buyer’s market rather than a seller’s market,” he stated.
He noted that the situation had been further complicated by the growing influence of digital media, which has created alternative platforms for journalists and other media professionals to produce and distribute content independently.
According to him, some media organisations are now competing with their own employees, as journalists and presenters use platforms such as YouTube to establish independent channels and generate income, sometimes earning more than their traditional employers can offer.
Mr Awudu also identified high electricity bills and the increasing cost of running media organisations as major challenges affecting the financial sustainability of broadcasters.
He, however, cautioned against addressing the proliferation of broadcasting stations without considering the constitutional guarantees of media freedom and the important role of broadcasting in Ghana’s democracy.
He explained that Chapter 12 of the 1992 Constitution provides the framework for media freedom and was designed to minimise unnecessary restrictions on media operations, allowing more broadcasters to enter the industry.
Beyond the financial challenges, the GIBA President stressed the need for media owners to prioritise the welfare of journalists and other essential personnel who keep broadcasting organisations operational.
He observed that the media industry depended not only on journalists who present news and programmes but also on camera operators, sound technicians and other technical professionals whose contributions were critical to broadcasting.
“I know as journalists, today you want to speak for yourself, you speak for other people, but you’ll not be on air without allied services—camera technicians, sound technicians, and in fact, the media vehicle that gives you the opportunity to talk,” he said.
Mr Awudu emphasised that investments in sophisticated studios, machinery and master control rooms would not guarantee effective media operations without qualified and motivated personnel to operate them.
He maintained that media owners must recognise human resources as a central component of their businesses, stressing that the welfare of workers should receive the same attention as investments in infrastructure and equipment.
“You can buy all the machinery, you can build a super MCR, you can build super studios, but if you don’t have the people to work, how are you going to work?” he questioned.
His comments highlight the need for sustainable business models and improved welfare arrangements within Ghana’s broadcasting industry to ensure that media organisations remain financially viable while delivering their constitutional responsibility to inform, educate and hold public officials accountable.
Source: Newspyramid.com
