Building Sustainable Revenue Models For Children’s Television Content In Ghana

Abstract

This study explored how sustainable revenue models can be developed for children’s television content in Ghana, with the aim of identifying existing financing structures, challenges to sustainability, and viable, context-specific solutions. The study was grounded in Media Economics Theory, which provides a framework for understanding how market dynamics, audience behavior, and policy environments influence the economic viability of media systems. The research employed a qualitative approach supported by a multiple case study design. Data were gathered through semi-structured interviews with ten television producers, directors, and digital content creators, who have experience producing children’s media in Ghana. Findings revealed that Ghanaian producers primarily depend on advertising and sponsorship as the main sources of revenue for children’s programming. However, these mechanisms are highly unstable due to advertisers’ preference for adult-oriented content and low audience ratings for children’s shows. This commercial dependency confirms Media Economics Theory’s assertion that markets inherently favour profit-driven content while neglecting socially beneficial programming. Producers have therefore adopted adaptive strategies such as barter collaborations, audience voting, and digital monetisation, yet these remain supplementary rather than transformative. The study also found that financial instability, inadequate policy frameworks, and the absence of government support significantly constrain the sustainability of children’s television content. Digital transformation emerged as a double-edged phenomenon, creating new monetisation opportunities through platforms such as YouTube, Facebook, and TikTok, but also reinforcing inequalities due to limited digital access, infrastructure, and audience capacity. The study concludes that building sustainable revenue models for children’s television in Ghana requires the adoption of hybrid financing systems that blend advertising, digital monetisation, co-production, merchandising, CSR partnerships, and public funding. It recommends stronger government intervention through policy frameworks, tax incentives, and a Children’s Content Development Fund to stabilise the sector