Multilingual Broadcasting: Local Dialects on Ghanaian Radio (Feature Report)

Diversity on the Dial

On any given morning in Ghana, you might catch a news bulletin in Twi, a call-in show in Ga, and a hit song introduced in Ewe – all on the same FM dial. Ghana’s airwaves buzz with local dialects, a reflection of the country’s rich linguistic tapestry. Radio has long been the heartbeat of Ghanaian media (over 700 FM stations are authorized as of 2022), and increasingly, that heartbeat is multilingual. The state broadcaster GBC alone now broadcasts in 27 Ghanaian languages across its network, up from just 6 languages decades ago. From mega-stations like Adom FM (which blends Akan Twi and English programming) to community stations deep in the regions, local language broadcasting is not just surviving – it’s thriving.

This trend is not happenstance; it’s driven by audience demand. Studies show that Ghanaians gravitate to content in languages they speak at home. In fact, Twi-language stations like Peace FM and Adom FM lead the ratings in Accra, surpassing popular English stations like Joy FM and Citi FM. And outside the capital, many stations broadcast almost exclusively in local tongues, from Dagbani up north to Nzema in the southwest. Add over 70 community radio stations dedicated to local languages, and it’s no surprise the majority of Ghana’s radio broadcasts now happen in indigenous languages rather than English.

Culture, Politics, and Connection

The rise of local dialects on air isn’t just a linguistic phenomenon – it’s socio-political. Broadcasting in local languages has been credited with boosting democratic participation and social inclusion. When talk shows and news bulletins use the mother tongue of listeners, more people – especially in rural or marginalized communities – can engage with current affairs. A farmer in the North who speaks Dagbani can follow a debate on fertilizer subsidies; a market woman in Accra who prefers Ga can call in to discuss city sanitation. “People trust what they hear in their language,” as fact-checkers in Ghana noted when tackling election misinformation. Language builds trust and familiarity on the airwaves.

Politicians have certainly noticed. It’s now standard for officials and activists to hop between Twi, Ewe, Ga, Hausa, and English media platforms to get their message across. During elections, key messages are translated into major dialects to reach voters everywhere. Culturally, local-language radio also sustains traditions – think of the storytelling programs, Akan proverbs flying left and right on talk shows, or the gospel songs in Fante that hit home in a way English hymns might not. Radio Ghana’s earliest broadcasts in the 1950s already included local language programs in Akan, Ga, Ewe and more, recognizing that connection. Today, that legacy continues with a modern twist via online radio streams and mobile apps carrying local content to the diaspora.

Big Audiences, Bigger Impact

Crucially, speaking the audience’s language is just good business for radio. Stations that embraced Akan or other dialects often command huge audiences – and advertisers love a big audience. GeoPoll surveys over five years affirm that in Accra the top stations by far are the Twi-powerhouses. Brands have learned that plugging an ad in the local lingua franca can amplify impact. A study from Ashesi University found that products advertised in local languages get faster customer response than those advertised in English. It makes sense: an ad for a new soap, delivered in the listener’s own dialect with relatable humor and idioms, just hits differently (and often more persuasively) than a straight English pitch.

Advertisers are responding by tailoring campaigns linguistically. A bank launching an agro-loan might run spots in Ewe on Volta region stations, or a telecom promo might be recorded in Ga for Accra, in addition to English. One financial education campaign recently aired in both English on Citi FM and Twi on Adom FM – the Twi version still drew an impressive 151,000 listeners per episode (the English version had a bit more at 218,000), proving that vernacular content can perform just as well in the right market. For sponsors, local language radio is no longer an afterthought; it’s often a primary channel to engage Ghana’s diverse consumer base.

Adom FM vs. Radio XYZ

Consider Adom FM, a prominent Accra station whose very name means “Grace” in Twi. Adom FM has built its brand around Akan-language programming – from news discussions to the hugely popular afternoon show “Ofie Kwanso”. Its large and loyal audience (spanning “lower middle to upper income” listeners) demonstrates how profitable vernacular radio can be. Advertisers line up for Adom’s airtime because they know a jingle in Twi on Adom might resonate more deeply than one in English elsewhere. Contrast this with Radio XYZ, an Accra station that broadcasts in English, focusing on urban news/talk. While XYZ has its niche, it doesn’t command the mass following of the Twi stations – in fact, when regulatory issues caused Radio XYZ to shut down briefly in 2019, the silence barely dented the radio landscape, whereas if an Adom or Peace FM goes off-air, millions notice.

The state-owned GBC has perhaps the most interesting balancing act. After decades of running a national English service with translations in a few languages, GBC now operates 18 regional stations, each doing programs in the dominant local languages of their area. For example, GBC’s Radio Savannah in Tamale handles Dagbani content that used to be done from Accra. This devolution means content is more hyper-local and relevant. GBC has effectively embraced linguistic decentralization to stay relevant against private stations. It’s also a political mandate – as a public broadcaster, GBC is expected to serve all linguistic groups. The fact that its Director-General had to clarify “we haven’t stopped local language broadcasts” shows how vital the service is – any hint of cutting an Ewe or Dagbani program draws public concern (and complaints to their MPs!).

Winning Hearts and Ears

The dominance of local dialects on Ghanaian radio illustrates a simple truth: people pay more attention when you speak their language. By investing in multilingual content, Ghana’s radio industry has expanded its reach and impact. It’s not without challenges – stations must juggle multiple languages (and occasionally face pressure to add more). There’s also the task of maintaining professionalism across languages; the National Media Commission even issued guidelines for local-language journalism to ensure ethics aren’t lost in translation. But those challenges are being met.

From an economic perspective, the multilingual approach is paying off. Radio remains the most consumed medium in Ghana, and its renaissance in local languages is part of the reason why. As one media scholar noted, Ghana’s airwaves today are “dominated by local languages rather than the colonial [English]” – and this has reinvigorated radio as a tool for community development and commerce alike.

In a culturally plural nation, radio’s polyglot programming is turning diversity into strength. The old marketing adage “connect with your audience” is being taken quite literally – from Akan in Accra to Dagbani in Yendi, the message is clear (and clearly understood). Ghanaian radio has found that sweet spot where kokonsa (gossip) and credible information blend in the tongue of the people. And as the audience nods along, advertisers and communicators are realizing that local dialects aren’t a barrier – they’re a bridge to engagement and loyalty.