The Despite Media Group is the apotheosis of radio and television broadcasting in Ghana. Though other media houses have come up strongly, none can beat the Despite Media Group to it.
People tend to forget that at Despite Media, brands are not built around individuals or people recruited to work in the media house.
Conscious efforts are made to seduce listeners and viewers to tune in to programs but not necessarily to watch or listen to hosts.
In some respects, some individuals at Despite may have clouts and huge following but it does not necessarily mean that their brands are bigger than the programs they host. It doesn’t work like that at Despite Media.
Let us take a nostalgic journey into time to look at some larger than life journalists who departed from Despite for other media stations and whether their departures collapsed the programs they were hosting.
Sekyere Poporo Boateng left Peace FM and that marked the ‘end’ of his career. He became an extinct figure in the radio business. Peace FM didn’t fold up. It grew from strength to strength.
Fiifi Banson was a huge figure at Peace FM. He left the station and that was virtually the end of his career in radio. He couldn’t pull the sort of crowd he commanded at Peace FM to join him at his new home.
Kofi Asare-Brako left Peace FM. No one can convince me that he wasn’t the topmost sports presenter at the time. His light in the sporting arena dimmed after he left.
Kojo Dickson was a delight to listen to on Peace FM. He left for Angel Broadcasting Network. Can we say he got himself elevated? No way! He is in the wilderness trying to make Angel FM’s news as tasty as that of Peace FM.
McBrown has left UTV for OnuaTV and it is being celebrated with pomp and pageantry. This reminds me of how a broadcasting network showcased its latest A-listed signings but has struggled to make meaningful impacts in terms of listenership and appeal.
UTV ShowBiz will continue to grow from strength to strength despite the changes at the station. Viewers of the show may not leave because a hostess has left for a television station less glamorous than UTV.
Brand is built around the station and its programs and not around individuals. Individuals may leave the station but it will not collapse programs they host.
P.K. Sarpong, Whispers from the Corridors of the Thinking Place.
