The Excellence in Broadcasting (EIB) Network is making a push for total dominance on the Ghanaian media market on a never before attempted scale – and they are going about it in a systematic, deliberate manner that’s fascinating to watch.
The network’s flagship channel, Starr Fm, has already established itself as a behemoth – picking up a significant share of the crowded Accra market since its launch two years ago. The network’s model since inception has been to lap up the big names, the box office personalities who on their own can draw in viewers/listeners to their channel, where the quality programming on offer would keep you hooked.
With the expected lurch into the Kumasi market of Abusua Fm, the network poached another big name, Kwame Adinkra, who was handed the reins at the station. The morning show, Abusua Nkommo was thrust into his hands for him to work the magic that had been on offer at his previous stints that made him so beloved throughout the Garden City.
Abusua Nkommo is entering a crowded market, one where being good is simply not enough. Adinkra himself admitted he left Accra to go back to Kumasi because of the competition, thus his show must set a high standard if that competition is to be beat.
Having listened to it a few times, one has to say it doesn’t disappoint at all. Whilst the show follows the basic standard formula of a morning show – news, newspaper headlines, sports, entertainment, interview, discussion – there is a different feel to its delivery. This is because of the show’s biggest weapon which its competitors does not have – which is Adinkra himself.
Throughout the program, he keeps a firm but cordial tone, one that is threatening yet disarming at the same time. He keeps fans sated and guests comfortable – yet never allows anybody to cross the line. That is undoubtedly a big problem in Ghanaian political talk shows, and the experience of Adinkra automatically neutralises that. It’s a shame that the bar is so low in Ghana for political show presenting, but that cannot be the fault of Kwame, who clears the bar and then some.
EIB were shrewd to grab this asset, and he undoubtedly delivers.
What Abusua Nkommo guarantees is a frank and open, yet civil, discussion of the big stories of the day – with a guaranteed point of view from all relevant stakeholders. And experience in the field makes a show host know how crucial being more prepared than a guest is. Listening to Adinkra, you get the feeling he knows more (or at least as much) about a subject as the guest he has on, despite having to talk on multiple subjects with different people throughout the show.
Another plus of Abusua Nkommo is that it’s so carefully designed for the national audience without losing the local feel to it. Many stations outside the capital would be trapped into a local bubble, but Abusua is aiming higher than that, and as a person staying in Accra I never got the feeling this isn’t a show I can listen to everyday. This is not to say it neglects local issues or concerns, just that it’s smart enough not to be tied exclusively to those.
The show runs the usual length, four hours in the morning from 6-10. It’s a total package for radio lovers who want to keep up with the events of the day, with a host who knows his stuff to a ridiculous level.
It guarantees a level of discussion above mere insults, with a moderator who keeps everyone in line. The sports program is detailed enough, and whilst there are ads they aren’t to a disruptive degree as seen elsewhere. Abusua Nkommo is a new entrant, but if it keeps to this level it’s set to go places.
Abusua Nkommo is on Abusua Fm which broadcasts on 96.5 Fm in Kumasi.