Deputy Minister for Communication, Digital Technology and Innovations, Hon. Mohammed Adams Sukparu, has cautioned that audience numbers alone should not be the measure of success for Ghana’s digital entertainment industry, insisting that creators must earn fair and sustainable returns from their work.
He said the growing reach of digital platforms offered Ghanaian filmmakers, musicians and other creative professionals opportunities to connect with global audiences, but those opportunities must translate into income, jobs and viable businesses.
Speaking at the launch of MTN One TV, Mr Sukparu stressed that digital distribution must be accompanied by effective monetisation and protection of intellectual property.
“A million views are encouraging, but what matters ultimately is whether the creator can earn fairly from those views, protect the underlying intellectual property, and build a sustainable business,” he said.
According to him, Ghana’s creative industry has demonstrated that its stories can travel beyond the country, but more needs to be done to ensure creators benefit financially when their works reach international markets.
He said the performance of digital entertainment platforms should be assessed by asking how much creators earn, how many jobs are created, how much investment is attracted and how much value remains in Ghana.
Mr Sukparu noted that the decline of traditional distribution channels, including the CD and VCD markets, had increased the industry’s dependence on global platforms whose commercial terms creators might not control.
He therefore urged MTN Ghana to use One TV to expand access to local content, strengthen distribution and establish better pathways for monetisation.
The Deputy Minister also called for stronger intellectual property protection to prevent piracy and the unauthorised use of creative works.
He said the government would continue to work towards an environment in which digital innovation supports the growth of creative businesses and allows artists to build sustainable livelihoods.
Mr Sukparu maintained that Ghanaian creatives should not merely produce entertainment for the world but should also be able to build businesses and secure lasting economic benefits from their creativity.
