Metro TV sparks war of the networks

So which is the highest rated TV station in Ghana? Metro TV’s attempt to claim that spot has annoyed the managers of the three other networks beyond measure.

It all started when the state-owned Daily Graphic published a report which boldly declared “Metro tops ‘em all”. The report indicated that “an international research institution based in the US” has declared Metro TV to be the best in Ghana. This did not go down well with the managers/owners of TV3, TV Africa and GTV, who, in a rare display of broadcasting solidarity ‘ganged up’ and issued a quick rebuttal, questioning the basis for the Graphic report. They issued a statement which said, in part, “we the undersigned representing our TV stations very strongly rebut and negate the exaggerated claims in the story.”

It went on to level some serious accusations against Metro and the state-owned daily, saying: “One wonders how such a story was PLANTED in a reputable newspaper by Metro TV or its agents who are probably employed by Daily Graphic. It is also incumbent on Metro TV to provide incontrovertible evidence to prove the veracity of all the claims made in the story to redeem its integrity, perceptible reputation for sharp practices and also improve its image. It appears obvious that this story was not only intended to mislead but also a calculated mischievous attempt to deceive the Government, the People and institutions of our beloved country. In addition, the serious international repercussions for this contrivance should not be discounted. According to available evidence, it is conclusive that the story was a fraudulent fabrication inclined to corrupt.”

JIVE learnt that, indeed, the story originated from Metro TV but was based on a study conducted by Steadman Group Ghana, which is a subsidiary of a media research organisation in Kenya. The Steadman Group claims to be the leading provider of media and research services in Africa. It had tracked TV ad sales and found that Metro had raked in the most advertising revenue in 2006. The results of the study were, in fact, sold to the TV stations and several other media organisations as well as companies like UNILEVER and Nestle who spend a lot on advertising. Realising that the results favour them, Metro TV decided to go public with it and issued a press statement, which appears to have been issued to and published only in the Graphic, prompting the allegation that the story was “planted”. Metro also has uploaded the results on it website.

When advertisers and media managers started questioning the basis for the report in the Graphic the country manager for Steadman Group Ghana, Gordon Grant Biaku, issued a statement saying that “in this particular case, we are not the source referred to in the said publication.” But, he went on to say that his organisation has “information about media spend from 2002 to date and media owners, media buyers, as well as advertising agencies may contact us to obtain accurate and reliable information on this.”

That means the records have been exactly set straight yet, leaving us all wondering: which TV station can confidently claim to top ‘em all? Steadman’s data could help. But the controversy brings to the fore the urgent need for an independent, credible agency to offer dependable and incontrovertible ratings for our fledgling broadcast industry. Such ratings should be published at regular intervals (usually weekly or monthly) and not yearly.