MTN Ghana is launching a new streaming platform, 'MTN One TV', to significantly boost local content creation and monetization. Kelvin Ashie, Manager for Digital Commercialisation at MTN Ghana, stated this platform will be a "game changer" for Ghanaian content creators.
The pan-African streaming service aims to scale, monetize, and distribute local content, thereby growing Ghana's creative economy. Mr. Ashie explained that 'MTN One TV' will offer a blend of local African series and movies, live TV channels, and international programming. This initiative seeks to connect Ghanaian creators with a vast audience across MTN's operational markets.
This development aligns with Ghana's broader economic strategy to diversify revenue streams and foster growth in non-traditional sectors. The creative economy, including film, music, and digital content, has been identified as a key area for job creation and export potential. Previous government initiatives and private sector investments have focused on building infrastructure and capacity within this sector, recognizing its significant contribution to GDP.
Mr. Ashie highlighted that 'MTN One TV' will tap into MTN’s network of over 300 million people across its markets. He described this as a "vast untapped opportunity" for Ghanaian creators. The service will cover both short and long-form content across multiple verticals and is expected to roll out by the fourth quarter of this year.
MTN is currently engaged in "huge conversations with a lot of partners" to secure content distribution deals. Mr. Ashie emphasized the need for an African model that accounts for local realities, such as varying data affordability. He noted that imported Western models often fail because they do not consider the specific consumption habits of African users, who might only afford 500 megabytes of data at a time.
The platform will address these local realities by bundling hyperlocal content with flexible data packages. This approach aims to make content accessible to a wider demographic, ensuring that subscription models are tailored to the economic conditions of the target audience. The focus on culturally nuanced and locally authentic stories is also expected to resonate more deeply with African viewers.
Mr. Ashie also discussed the role of Artificial Intelligence (AI) in the creative industry. He believes AI presents a significant opportunity to "amplify existing talent" and lower the barrier to entry for new creators. However, he cautioned that ethical use of AI must be prioritized to protect intellectual property and ensure fair practices.
Creatives were urged to protect their assets and negotiate licensing deals instead of giving away rights "in perpetuity". This advice underscores the importance of intellectual property rights in a rapidly evolving digital landscape. Local and international content platform distributors were also called upon to continue investing in locally authentic but globally relevant content. Mr. Ashie suggested that the diaspora could become the "biggest force multiplier" for Ghanaian creativity, driving international interest and investment.