MTN Group Launches MTN One TV as Artists Samini and Lizzo Address the Complexities of Digital Fame

The entertainment industry in Africa and beyond is undergoing a seismic shift driven by digital innovation and changing audience behaviors. At the forefront of this transformation is MTN Group, which has officially launched MTN One TV to broaden digital video access across the continent. This initiative, part of the company's Ambition 2030 strategy, coincides with calls from prominent Ghanaian and international figures for greater authenticity and legal accountability in the digital space. While technology provides new platforms for creators, it also presents significant challenges regarding audience retention and the preservation of individual reputation in an increasingly connected world. MTN One TV is designed to bridge the gap between creators and audiences by offering a mix of local and international programming. According to Selorm Adadevoh, MTN Group Chief Commercial, Strategy and Transformation Officer, entertainment serves as a critical entry point into the digital arena. The service utilizes diverse payment models—including airtime and Mobile Money—to ensure accessibility for diverse customer preferences. This infrastructure supports the vision shared by Ghanaian influencer Gisela, who argues that digital creators are no longer just chasing celebrity status but are actively shaping culture. Gisela emphasizes that true influence is built on impact and trust, factors that will be essential for creators looking to thrive on large-scale digital platforms. However, the transition to digital-first consumption is not without its hurdles. American singer Lizzo recently highlighted the difficulties of adapting to a market dominated by streaming. She noted that the shift away from traditional radio, where many of her fans first discovered her music, has led to a perceived decline in her fanbase and increased susceptibility to public attacks. Her experience underscores a broader trend where artists must constantly reinvent themselves to remain relevant in a landscape that often prioritizes streaming algorithms over the long-term personal connections fostered by traditional media. As digital platforms amplify voices, the risks of misinformation have also intensified. Ghanaian reggae and dancehall icon Samini recently issued a stern warning against character defamation, describing it as a serious crime that can destroy professional legacies. In a post on X, he urged fellow entertainers and followers to take legal action against false claims to prevent them from being accepted as fact. This call for legal vigilance highlights the growing need for a balanced digital ecosystem where technological growth is matched by ethical responsibility and the protection of individual reputations. Together, these developments signal a new era where the intersection of technology, authenticity, and law will define the future of global entertainment.