It has been visibly publicised on various media platforms the sudden decision by the leadership of the NPP to boycott all platforms owned by Media General,the parent company for subsidiaries like TV3 Ghana,3FM,Onua, over alleged bias and unprofessional behaviour. It is reported that a letter has been issued by the Director of Communications,Mr. Richard Ahiagba to that effect.
In my opinion,this decision is hasty and may cost the party more.I will tell you why.
Firstly,let's assume Media General and all its subsidiaries are in bed with the NDC and have been advancing its interests.
Let's assume that TV3 for instance is the most popular TV channel as of now and has the biggest audience and reach.
The decision to pull out means that the NPP is denying itself access to all these people that may be easily accessible through TV3.
TV3 Ghana still has a reputation as a reliable source of news and information.Refusing to participate in political shows or relevant activities in protestation will not make the TV station unpopular because people have lifestyles that can't be easily interrupted.TV is popular culture and TV3 and its related brands have customer loyalty from Ghanaians.
Irrespective of party leanings,people will watch popular shows like "Date Rush","Mentor", "Talented Kids" and other entertainment programs to get by with the frustrations of a crippling economy.It will take only a handful of people to stop watching TV3 over this move by the NPP.
They may decide to rely solely on the pro NPP stations to communicate but their absence on TV3 and other Media General platforms will in the long term affect their effort for a comeback.Can these alternatives or options compete with platforms owned by Media General?
If the NDC decides to replicate the same strategy of investigating pro NPP stations and revoking their licenses, the NPP will slowly lose its reach.
If the NDC develops,improves and maintains a strong communication and propaganda machinery, they will be able to drum in the achievements of this new government convincingly with the popular Media General platforms that NPP has decided to turn its back to.Imagine, Assaase,Wontumi,Movement and the TV stations rumored to be owned by NPP sympathizers are "gagged" .Who will trumpet the policies and interests of the NPP?
Assigning seemingly neutral,credible and professional pundits on shows on Media General platforms with others who clearly have political colors will be an accelerated way of filling the vacuum NPP may create with their protest.Over time, viewers will get use to their absence and move on.
The magic of TV and Radio is a tool that politicians have employed to mould public opinion over the years. Popular channels like TV3 with a good reputation has a lot to offer any party of the day.Overtime,the NPP may notice ,their absence will only facilitate the NDC's efforts to win the next elections.This decision is seemingly impulsive.
Few days ago,the leadership of the NPP made the assertion that their defeat in the recent election was spiritual.For me,that was a calculated conclusion to avoid taking responsibility for the poor outcomes of the election.
Let's pretend to be truly dumb and accept that the monumental loss was really on the back of religious and spiritual inefficiencies. Why are they now protesting against TV 3 and other Media General subsidiaries and not working on the spiritual short comings? Did Media General cast a spell on the party?
If TV3 is truly doing the bidding of NDC, and the NDC is now in power,it means Media General will remain competitive in the media landscape.Their profit margins won't plummet but soar.
It will be a better and beneficial strategy for NPP to be on platforms like Tv3 to drive their interests and opinions, do propaganda and frustrate efforts of the NDC to win 2028 General elections.
If NPP couldn't make Media General unpopular as they were in power,how would a protest or boycott of their platforms now achieve that?
This decision will definitely empower the NDC and I am sure they are grinning from ear to ear.
Long Live Mother Ghana.
By Dumenu Charles Selorm
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