ADOM TV has for the second year running emerged as the number one television channel in Ghana.
It is easy for businesses and people in our part of the world to tout themselves as “Number One” so it is important to point out that this particular claim is not just backed by anecdotal evidence of how people were glued to their television sets in 2018, watching Adom TV in every nook and cranny of Ghana.
Rather, the claim is supported by empirical data delivered by GeopollKantar, which is the most widely-used audience measurement tool in Ghana and Africa.
GeopollKantar’s television audience measurement at the close of 2018 showed that Adom TV was the most watched television station in Ghana in the year under review, a feat that is a repeat of the station’s achievement in 2017.
Whereas it is common knowledge that attaining the status of a “best” is difficult, what is even more difficult is the ability to stay on top; and, that is what Adom TV – one of the Multimedia Group Limited’s television stations – has achieved over the last two years.
A number of factors may be attributed to the Adom TV success story: Team members belong to a stable of winners and innovators on Ghana’s media landscape and, since the station’s inception in 2009, they have leveraged this relationship with so much finesse.
Adom TV is the pioneer in providing television broadcasting wholly in indigenous Ghanaian languages and has also been quite innovative in marketing its programmes.
However, to keen observers of the television industry in Ghana, the foremost factor that has led to Adom TV’s success is that it has stayed true to the maxim, “Content is King”.
In the second half of 2016 when Adom TV launched its first “Twinovela”, Kumkum Bhagya, a telenovela that had been dubbed into Akan, the stars were suddenly aligned.
The move cemented the already stellar performance that the station had shown since its inception.
Even before the Twinovela phenomenon, shows such as Badwam, Adom Kaseɛ, Pampaso, Odo Ahomaso, Fire for Fire, Awaresem, Adom TV Tigofest, Srekwakwa, Adom TV Concert Party, Barima Nkwan and the latest Kumawood movies that made up its lineup had become staples in Ghanaian homes.
So in 2017, with the success of such “Twinovelas” as “Kumkum Bhagya” and “Veera”and such shows as Nkwa Hia – which is mainly on health; Me Wo Case Anaa – a legal-inclined show; Asumasem – a show that explores hidden mysteries; and Adom TV 9 Lessons & Carols, Adom TV became simply unbeatable, ending the year as the most-watched station.
In 2018, Adom TV continued its strategy of focusing on the delivery of content that speaks to its audience and touches their emotions, helping to build ever stronger bonds between station and audience.
Another first was chalked with the introduction of “Sankofa” in May 2018 in which Adom TV introduced the first-ever Ghanaian telenovela, a series that tells a riveting story of the matrilineal inheritance system of the Akan ethnic extraction in Ghana.
Sankofa was affectionately dubbed “Kumnovela” by the large number of audience who thronged daily to watch it on Adom TV. It was the first time a local language series was being shown daily from Monday to Friday.
And, with the artistic quality, the complex storyline and the wonderful acting, “Kumnovela” was a clear response to an industry that had hitherto relied on foreign telenovelas. After over 180 episodes, Sankofa remains an audience favourite.
In September 2018, another mega show was launched: “Nsoromma”, a music reality show that had been on Adom TV’s production slate for a while. Nsoromma was born to give children between the ages of 8 and 12 years the platform to demonstrate their invaluable skills as future stars of the dying hilife genre.
The show’s unique selling proposition was that the kids had to perform with a live band.
As for the success story of “Nsoromma”, space and time may not allow for it in full. Suffice to say that, to have pulled the crowd to fill every available space at the National Theatre at its grand finale, both within and without, “Nsoromma” made history unprecedented in the annals of television content production in Ghana.
Another unique quality that Adom TV has introduced into the television space is the ability to deliver great value to clients and advertisers.
The focus is just not on delivering great programming to audiences, but, also to find ways of delivering those audiences to the advertisers by creating various vehicles that provide a number of unique touch points for clients and audiences to interact.
Almost all programmes are designed with on-air and on-ground experiential components; out of this principle was born such innovative programme extensions as “Kumkum Keteke”, “Tigofest”, “Badwam Road Show”, “Adom TV Concert Party”, “Adom Gospel Rock” and chat shows.
In 2018, for instance, a small idea added to the team’s success when what has become known as “Eventainment”, blossomed into a series of national feasts.
“Fufuo Party” and “Chinchinga Party” are what are under reference here. Two parties where thousands of people from the four walls of Ghana were fed with the favourite national meals – fufu and a national delicacy – skewered roasted meat.
Central to Adom TV’s success story are the clients who have kept faith with the channel.
So confident are these clients of the value the station delivers that, even before a show premieres, they are ready to invest in it.
While the value delivered to audiences and clients may have played a major role in cementing the channel’s position as the number one in Ghana, the story is not complete without telling that of the team behind all the success.
A team with focus
Doing the trick for Adom TV over the years has been strong leadership, a dedicated, motivated and passionate team of presenters, producers and directors who are committed to pleasing their audience and advertisers.
Adom TV is eternally grateful to all stakeholders: the audience, clients, production and content partners for the various roles they have played in making it the number one television station in Ghana.
This is the beginning of another year; and, while it may be too early to reveal what is in store for audiences, the grand finale of “Nsoromma”, which was held early this year, is a clear indication of Adom TV’s resolve to keep delivering value to everyone!
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