TV licence: need to move beyond the ‘why’ mantra
For as long as I can remember, I have made it a point to listen to Radio Ghana’s 6 a.m. news bulletin. I really need the ‘Ghana montie!’ (‘listen up, Ghana!’), the distinctively Ghanaian talking drums news signature tune, to start my day. Unfortunately, in recent times, listening has become an uncertain experience.
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For, on too many mornings the Ghana Broadcasting Corporation’s transmission has suffered irritating interruptions. The bulletin has been replaced by hisses and crackles, what sounds like tapes whirring in a frenzy, and other ear-unfriendly noises severely testing my loyalty to the station.
Sometimes transmission is restored after a few seconds with an apology and the explanation that it was due to power failure; at other times the disruption lasts minutes or forever, so I get impatient and either switch off or catch the news elsewhere.
The effect is that these days I tend to listen to the bulletin somewhat distracted, wondering, if there will be another unexpected transmission cut.
However, earlier this week, on Monday, my apprehension turned out to be unfounded. Instead, during the commercial break, I was rewarded with a captivating new highlife jingle. It was my first time of hearing it and the tune was so catchy that I thought it was promoting a dance contest, but I was mistaken.
It turned out to be a jingle explaining the need to pay the TV licence fee; yet another ‘be-a-good-citizen-and-pay-your-TV-licence-fee’ advice.
My verdict? A fantastic jingle, but wrong message.
Much as I liked the music, the question I asked myself was ‘do we need yet another message about the importance of paying the television licence fee?’ and my answer was NO!
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Why does the GBC seem to have a fixation about educating the public on the need to pay?
Surely, what is critical now is implementing the practical phase of the TV licence campaign; not more education on the need to pay, but rather more information on where to pay and, especially, creating more vending points for the benefit of customers.
As some may recall, payment of the then 30 pesewas licence fee, unreviewed since 1991, was eventually suspended in 2010, or so, when it became evident that collecting the 30p was uneconomic.
After years of debate about reviewing and restoring the suspended licence fee collection, it was relaunched on July 6 and the National Media Commission announced that payment would resume in August. However, not all were in support of the resumption and the dissenters have been quite vocal.
Probably in reaction to the anti-licence fee lobby, the GBC appears to be focusing too much on the ‘why pay’ sensitisation, instead of giving equal, or even more, attention to making it easy for people to pay. I think that GBC should be concentrating on measures that encourage people to pay, strategies that make it difficult for one to have an excuse not to pay.
After the long suspension, people need to be coaxed by the convenience, accessibility of paypoints and even assurances that they will not have to spend much time queuing to pay the now GH¢36 fee for one TV or GH¢60 for two or more sets for domestic use.
Equally important for the public to know, when one makes the effort to go and pay, what documents, if any, are required? Are cheques accepted? What are the working hours?
There is a standard GBC advertisement on Ghana Television – which has also featured in the print media – that informs us that payment can be made at all the corporation’s regional offices. But what if one’s route doesn’t take one near or past a regional office? Can’t GBC spread out the paypoints to encourage people to pay without having to go far?
Another, an exasperating one, apparently intended to warn about fake licence fee collectors going round to swindle people, shows a young woman turning up on a householder’s doorstep, claiming to be a licence fee collector. There is also a radio advertisement with a high profile personality extolling the virtues of paying the fee.
As far as I’m concerned, such messages about imposters and licence-fee praises by opinion leaders are not effective strategies to encourage payment.
I seem to recall that GBC Director-General, Major Albert Don-Chebi, informed us that arrangements were being made for payment and collection of the licence to be done at some banks, post offices and other convenient locations; including even mobile collection vans. Online payment was also mentioned. What has happened to those plans?
Earlier this week, my enquiries at my local post office, the GCB Bank and other major banks drew negative responses.
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What has GBC done to assure those ready to go for the licence that it has their convenience in mind?
As an example, in spite of their power crisis albatross, the Electricity Company of Ghana is one service provider that in recent years has shown improved understanding of customer convenience.
Evidently in a drive to encourage people to convert to pre-paid meters, there are now many vending points for the convenience of customers. Best of all, vendors work long hours and some are even open at weekends.
GBC’s offensive needs to move from the ‘why you need to pay’ to the ‘where’ and ‘how’ – and convenience.
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Where to pay; more paypoints and the information required for completing the licence fee form, are what are crucial at present; what people need to know.
Naturally, few people pay bills and charges with glee, especially in these times of hardship for many. However, my belief is that if organisations and service providers make it easy for their customers, people will be encouraged to pay. The operative words are ‘customer convenience’.
The Writer is a columnist (Thoughts of a Native Daughter) in a The Mirror newspaper