In an alarming disclosure, Anthony Dagbey, known as Tony D—a renowned musician, CEO and owner of Tosh FM and TV, and Volta Regional Chairman of the Musicians Union of Ghana (MUSIGA)—has highlighted the financial struggles of media houses in the Volta Region this election season.
According to Tony D, unlike other regions where political advertisements are boosting revenue, media outlets in the Volta Region are largely being bypassed for paid political content by both major parties. “One would expect radio stations in the Volta Region to be bustling with political commercials, just like other regions,” Tony D remarked. “But politicians, including the main opposition party, the NDC, and the ruling NPP, are simply not interested in investing in commercials here. They only come on our morning shows for free.”
Tony D also noted a recurring pattern when political parties visit the Volta Region, saying, “Anytime the leading political parties come to the Volta Region, they always come with reporters from Accra. All they say is there’s no budget for local stations.” This decision not only sidelines local media but also limits the region’s share in political advertising revenue.
He expressed concern over how media houses are managing their operational costs amid this financial strain. “I wonder how radio stations in the Volta Region are paying their regulatory fees. Honestly, it’s only God helping media houses here,” he stated.
According to him, both parties seem to have adopted a strategic stance that leaves Volta media houses out of the advertising budget. “The NDC knows they have strong support here, so they assume they don’t need publicity. The NPP, on the other hand, believes that even with substantial publicity, they won’t win in this stronghold, so they see no reason to invest in commercials,” Tony D explained.
With paid advertising drying up, the lack of political commercials in the Volta Region is putting significant financial pressure on media organizations, who rely on election seasons for crucial revenue.
