Zed Multimedia launch: Otabil, Adei, Abotsi others put media practice on spot

Prominent speakers at the official launch of Zed Multimedia took the opportunity to express their concerns about the current state of media practice and public discourse in Ghana.

The prevailing trend of framing every issue along partisan lines, coupled with a perceived lack of depth in public discussions, was the key theme addressed by the speakers.

The speakers lamented the dominance of partisan politics in shaping public narratives, noting that it often leads to a polarized and less constructive discourse.

They emphasized the need for media houses to rise above political affiliations and focus on providing balanced, informed, and unbiased information to the public.

The speakers highlighted what they referred to as the “poverty of knowledge” in the public sphere, despite the multitude of voices and information sources available.

They expressed concerns about the quality of public discussions and urged media houses to play a more significant role in elevating the level of discourse by providing well-researched and insightful content.

The falling standards of media practice were also discussed, with speakers urging media organizations to prioritize accuracy, integrity, and professionalism.

They emphasized the importance of maintaining high ethical standards in journalism to rebuild trust with the audience.

Prof. Stephen Adei
Renowned public servant, educationist, and academic, Professor Stephen Adei, challenged management Zed Multimedia to be a voice of integrity in the media landscape of Ghana.

Speaking at the official launch of Zed Multimedia in East Legon, Accra, Professor Adei emphasized the importance of guarding against misinformation and falsehood across all media platforms.

He urged the management of Zed Multimedia to take a strong stance against misreporting and intentional misinformation, highlighting the irreversible damage caused by spreading false information.

He stated that anyone deliberately misinforming on Zed Multimedia should face consequences, including outright dismissal, emphasizing the responsibility of the media house to provide accurate and credible information.

“Anyone who deliberately misinforms on Zed Multimedia must be fired because what goes out does not change. You cannot change false information,” he stated emphatically.

Drawing from personal experience as a victim of misinformation, Prof. Adei shared that certain misrepresentations made about him in the media space many years ago, though proven false, still persist in online search engines.

He underscored the long-lasting impact of misinformation and stressed the need for media organizations to prioritize accuracy.

Prof. Ernest Kofi Abotsi
Dean of the University of Professional Studies, Accra (UPSA) Law School, Professor Ernest Kofi Abotsi, expressed concerns about the prevailing dominance of politics over the state in Ghana.

He highlighted the challenges of recognizing that Ghana is composed of both the state and political entities, emphasizing the need for a shift in focus to address critical national issues.

Prof. Abotsi lamented the overpowering influence of the National Democratic Congress (NDC) and the New Patriotic Party (NPP), stating that the political landscape has overshadowed discussions about the future of Ghana’s children and vital national policies.

He emphasized that the pervasive division into NDC and NPP affiliations has impeded constructive dialogue on substantive issues affecting the country.

Prof. Abotsi challenged the media house to navigate a path less taken, steering clear of the overtly political approach adopted by many.

He encouraged Zed Multimedia to resist the temptation of framing every issue along partisan lines, promoting discussions without being constrained by the NDC-NPP dichotomy.

He highlighted the prevailing poverty of knowledge in the public sphere despite the multitude of voices.

He emphasized the need for Zed Multimedia to rise above the noise and contribute substantively to public discourse.

Prof. Abotsi urged the media house to choose between adopting time-tested values or conforming to the norm, emphasizing the importance of showing leadership in public broadcasting.

The law professor cautioned against the rush to break news at the expense of credibility and reliability.

In a world where many vie for the first disclosure, Prof. Abotsi advised Zed Multimedia to prioritize being a trustworthy source of news, positioning itself as the go-to outlet for authentic information.

Mr. Kwame Pianim
On his part, economist, Mr. Kwame Pianim emphasized professionalism, balance, and dynamism.

He maintained that “the media, the fourth estate of the realm is critical for checks and balances and in any democracy, the absence of a vibrant dynamic media, committed to truth and integrity spells trouble.

He lamented the falling standards on the Ghanaian media landscape and the general societal decadence and prayed that “the coming of Zed Multimedia will change the narrative.”

Dr. Pastor Mensah Otabil
Founder and General Overseer of the International Central Gospel Church (ICGC), Dr. Pastor Mensah Otabil, challenged Zed Multimedia to dare to be different in a heavily stereotyped media environment in Ghana, if it wants to succeed.

He said the new media organization would have to be extremely innovative and excellent to thrive in a media market that has already been defined, to become a media house of choice.

“You cannot rest one moment because the forces that drive your market are going to try to drive you to follow the general trend that everybody is manifesting “, he stated.

To achieve this, he said management and staff of the organization must be ready to bring on new and innovative ideas and be in a pole position to be able to train themselves to think differently.

“It is possible in an environment where everybody is going one way and for you to go the opposite way and still thrive,” he emphasized.

He noted, for example, that the media house can decide to start with a totally different set of programming and to do everything the opposite way from what has come to be known as the winning formula for radio and television in Ghana.

“There is nothing that says you should have politicians coming to speak on your morning show. You can decide never to invite any parliamentarian or any NDC OR NPP on your show and still be very successful. It is going to be tough but

Cynthia Prah
Communications Officer at the United Nations Information Centre (UNIC), Madam Cynthia Prah, emphasized the crucial role of reliability in Ghana’s media industry.

She urged Zed Multimedia to stand tall with unwavering dedication to providing trustworthy and accurate information.

In an era where information is paramount, Madam Prah emphasized the need for media platforms to be reliable sources for those seeking timely and accurate information.

She encouraged Zed Multimedia to disseminate credible information by double-checking and triple-checking facts, which would help combat the spread of misinformation and disinformation.


Madam Prah highlighted the challenges posed by disinformation, describing it as false or misleading content that can cause specific harm.

She noted that the rise of digital media has accelerated the spread of misinformation, impacting the public’s ability to make informed decisions and participate in democratic processes.

She addressed the broader issue of information pollution and its potential to jeopardize the creation and sustenance of well-governed and peaceful communities.

By emphasizing the significance of reliable and credible information, she underscored the role that media organizations play in shaping public discourse and contributing to societal development.

Nana Osafo Kantanka
Nana Osafo Kantanka, Executive Chairman of Zed Multimedia, outlined the media outfit’s commitment to delivering a distinct blend of lifestyle, leisure, and credible business programming during the launch in Accra.

Emphasizing the platform’s dedication to providing good, sustainable services, Nana Kantanka expressed Zed Multimedia’s commitment to excellence and improving the quality of human life.

He articulated the vision of driving Zed into a global, ethical, sustainable media of choice, emphasizing the goal of becoming the most respected entity in the media space.

This vision involves the creation of innovative and captivating content that inspires, educates, and entertains the global audience within the framework of impartiality, accuracy, and independence.

Nana Kantanka highlighted Zed Multimedia’s unique focus on Lifestyle, Leisure, and Business (LLB), placing the well-being of listeners, readers, and viewers at the core and providing them with avenues for recreation.

The platform aims to distinguish itself by promoting, protecting, and sustaining its business while offering a new and compelling media experience for its audience.

Launched on January 19, 2024, Zed Multimedia aims to deliver compelling and high-quality content across various platforms, including The New Finder Newspaper, Zed 101.9fm, Zed TV, Zedonline, and Zed Tech.

The media house is committed to professionalism, integrity, diversity, and innovation, with a focus on Lifestyle, Leisure, and Business (LLB) content.