Online: The High Street Journal, October 15, 2025
CUTS Int’l Boss Appiah Kusi Adomako proposes funding GBC through a portion of the Communication Service Tax instead of TV license, ensuring sustainable, transparent support for public-interest broadcasting without distorting competition in Ghana’s liberalized media landscape.
There is a new twist to how the state can sustainably fund the nation’s broadcaster, the Ghana Broadcasting Corporation (GBC), as the West African Regional Director of CUTS International, Appiah Kusi Adomako, is proposing funding the institution from the proceeds of the Communication Service Tax (CST).
GBC has once again become a subject of social media ridicule after its inability to telecast Ghana’s recent World Cup qualifying matches. While many blamed the government, others pointed to mismanagement.
But Appiah Kusi Adomako adds that the issues include funding, since the current mode of support is uncompetitive and woefully inadequate.
He suggested that a portion of the Communication Service Tax (CST), instead of the TV license, could revive the state broadcaster to carry out its constitutional mandate if channeled properly.
The competition economist believes that if the government truly wants GBC to fulfill its public service role without crippling competition in the media space, then it must rethink how it is funded.
The TV licence model, over the years, has proven to be ineffective as patronage has been low, including public uproar against the regime. Appiah Adomako argues that collecting such fees in a digital age is inefficient and unpopular, adding that besides, the administrative cost of collecting TV license fees ends up outweighing the actual revenue.
A Smarter Alternative: Use Part of the CST
The Communication Service Tax, popularly known as “talk tax,” is charged on calls, text messages, and data services. Each time a Ghanaian makes a phone call or uses mobile internet, a small portion goes to the government’s coffers.
He believes that a fraction of this existing revenue stream can be dedicated to funding GBC’s public service obligations, which are programs that educate, promote national unity, and reflect Ghana’s linguistic and cultural diversity.
Under his proposal, GBC could receive direct but transparent allocations from the CST to support specific activities such as producing educational programs and civic awareness campaigns. Broadcasting national and cultural events that private media may not prioritize, and airing content in Ghana’s indigenous languages like Ewe, Dagbani, Nzema, and Dagaare.
It could also include the purchase of broadcasting rights to broadcast national team matches.
This approach, he explains, would provide a reliable source of funding while sparing citizens from new or unpopular levies.
“Perhaps, government can find some funds from the Communication Service Taxes (CST) to give to GBC. We should stay away from anything that can distort competition in the TV market. Again, the state broadcaster must be assisted to perform its public broadcaster’s mandate,” he proposed.
Balancing Public Service and Market Fairness
Appiah Kusi Adomako clarifies that, is not about making GBC dominant again but about giving it the resources to perform its national duties without competing unfairly. Private stations, he notes, will continue to thrive on entertainment and advertising, while GBC focuses on education, culture, and civic responsibility.
He further emphasizes that supporting GBC should not mean returning to monopoly days. He maintains that the support should mean empowering the national broadcaster to complement the private sector and strengthen our democracy.
This recommendation to use a share of the Communication Service Tax to fund GBC could breathe new life into the struggling state broadcaster. However, it would require firm political commitment, transparency, and a clear definition of GBC’s public service role.
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