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Date:
August 14, 2020

Film Classification Committee in Ghana

Very close to the equator is Ghana, a small tropical West African country Located right in the center of the world. Ghana's population is incredibly diverse, its citizens speak at least 79 different languages and dialects . The two main languages are Twi, spoken by the Ashanti community in the southern and central region, and Dagbani by the Dagomba people in the north. English emerged as the language of choice to bridge cultural differences in Ghana. It is the official language and even the national anthem is sung in English.

Ghana's many tourist attractions include a year-round equatorial climate, diverse wildlife, the Kintampo and Wli waterfalls, Lake Volta-the world's largest man-made lake (by surface area), palm-lined, sandy beaches, caves, mountains, nature reserves and national parks.

Movies were introduced in Ghana (then known as the British colony of Gold Coast) in 1923. It was a luxurious pastime and only handful of people could afford it, mostly the colonial masters. Due to the interest and focus of Kwame Nkrumah, the country's first president, the film industry began to take off in the 1960s . The president founded the Ghana Film Industry Corporation (GFIC) in Accra, the country's capital city. Nkrumah sent many Ghanaians abroad to learn filmmaking for the purpose of running the GFIC efficiently. 150 GFIC productions were made during this time, all intended to reverse the negative Ghanaian stereotypes promoted by the previous colonial government. This run ended in 1966, after the Nkrumah government was overthrown.

In the 1980s, an independent booming video film industry evolved in Ghana. Since funds for cinematography dried up for both the state owned GFIC and for independent filmmakers, people in Ghana began making their own films using VHS video cameras. The independent filmmakers wrote their own stories and scripts, assembled actors-both professionals and amateurs-and produced successful films-especially in the capital city.

Accra continues as the film industry capital. The movies generally center on issues facing urban Ghana. Nigeria, whose film industry is colloquially known as Nollywood and is immensely popular in the region, produces over 600 films annually is planning to set up partnerships with Ghanaians. International media companies are starting to notice the country's creative landscape, which is evident from Ghanaian films on Netflix

In 2016 the government passed a new film act to promote and develop the Ghanaian film industry and lay the groundwork to establish the National Film Authority (NFA) to oversee such development, including establishing an industry code of ethics, creating a committee to approve and classify films, and managing a new film fund. The contemporary law repealed Cinematography Act of 1961 and the Cinematography Amendment Decree of 1975 since these were outdated.

On May 14, 2020, the National Film Authority established the Film Classification Committee (FCC). The twelve-member committee categorizes, classifies, standardizes, and previews viewer content. Its purview consists of movies, television programs and music videos.

The committee is headed by popular film producer, Socrate Safo, who is also the Director of Creative Arts at the Commission for National Culture. NFA's president, David Dontoh, describes the Classification Committee as a very important arm of the NFA. He declares classification integral to the National Film Authority's overall mission and recognized by law. Though audiovisual materials' classification was suspended in 2016, it was reinstated because, apart from being legally mandated, it is also important that all material for public exhibition, whether film, documentary, advert, music video or soap opera, be classified. The NFA did not make specific reference to content on online platforms.

Barbara Oteng Gyasi, the Ghanaian Tourism Minister, in her speech stated that she is confident the classification committee will open a new chapter in Ghana's film industry development and its work will ensure that the impact of culture, economic, historical, political and technological dimensions will change narratives of film making in Ghana protecting viewers in the best interests of the country.

Viewers' protection is the driving concept as Socrate Safo declared , it is very important for the committee to protect Ghanaians identity so that acts of future generations are not informed by outside culture. Chairman of the National Film Authority (NFA), David Dontoh rallied support and cooperation with the newly inaugurated film body to make its work seamless.

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Moderated by Charlene Polite Corley, VP of Diverse Insights & Partnerships at Nielsen, the panel featured:

  • Teresa Phillips, Chief Executive Officer, Spherex
  • Jenn Chen, Chief Revenue Officer, JWP Connatix
  • Maria Hellström, Chief Executive Officer, Codemill
  • Laura Martin, Managing Director, Senior Internet & Media Analyst, Needham & Company
  • Paige Sherman, Director, Digital Video Programming, Shout! Studios

Teresa shared valuable insights on leadership, career development, and the evolving role of women in media. Reflecting on her journey in a male-dominated industry and the U.S. Army, she emphasized the impact of mentorship and sponsorship in shaping successful careers. Offering practical advice for early and mid-career professionals, Phillips highlighted the importance of adaptability, recognizing career pivot points, and leading through times of transition.

Key Takeaways from the Discussion Throughout the session, the panelists tackled some of the most pertinent topics facing women and the industry today, including:

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  • Leadership in a Shifting Industry: The panelists reflected on how they’ve adapted to significant industry changes, from the rise of FAST channels to the increasing role of data-driven decision-making in content strategy.
  • Challenges and Opportunities for Women in Media: The discussion tackled informal workplace dynamics that impact women’s success, from navigating corporate culture to advocating for fair representation at leadership levels.
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Looking Ahead: Women Driving Industry Innovation -The panelists reinforced that women’s leadership in M&E is not just necessary—it’s a competitive advantage. As AI, automation, and viewer behaviors evolve, diverse leadership will play a pivotal role in shaping the future of streaming.

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As media consumption increasingly shifts toward digital platforms, advertisers are rethinking their strategies to capture audience attention effectively.Traditional targeting methods that rely on demographics, user data, and third-party cookies are becoming less viable due to evolving privacy regulations and changing viewer behaviors. In this landscape, contextual advertising has emerged as a powerful approach for media and entertainment companies looking to align advertising with content in a meaningful way. This shift has created both challenges and opportunities for advertisers.

What is Contextual Advertising?

Contextual advertising is the practice of placing ads that are directly relevant to the content a viewer is watching, rather than being based on their personal data or browsing history. This strategy leverages the tone, theme, and emotional context of content to determine the most suitable ad placements.

For example, an ad for a travel experience appearing during a heartwarming reunion scene in a film about family bonds is far more impactful than a generic placement. The key advantage is that contextual ads feel natural, non-intrusive, and more relevant, leading to increased engagement and improved ad recall.

A recent AVCA study found that 42% of viewers were more interested in brands and products when ads were placed next to relevant content, and 38% learned more about products shown in AI-enabled contextually targeted ads.

WhyContextual Advertising Matters to Media & Entertainment Companies

1. Ensuring Brand Safety in a Complex Media Landscape: With a vast and diverse content ecosystem, brand safety is a growing concern for advertisers. Ads appearing in inappropriate or controversial content can damage a brand’s reputation.

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Brand safety varies from country to country. Content considered neutral in one region may be perceived as controversial in another. Effective contextual advertising solutions must account for:

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4. A Privacy-First Alternative to Audience Targeting: With increasing data privacy regulations, brands must seek alternatives to traditional audience-based targeting. Contextual advertising provides a privacy-compliant solution by relying on content analysis rather than user tracking. This ensures brands can still deliver highly relevant messaging without relying on third-party cookies or invasive data collection.

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One advanced solution driving innovation in contextual advertising is SpherexAI. This technology analyzes content at a granular level, identifying specific scenes and moments where viewer engagement peaks. By processing visual, audio, and narrative elements, it can determine optimal ad placement opportunities that complement rather than interrupt the viewing experience.

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NextSteps

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