THERE is no denying that the 27th Telecel Ghana Music Awards (TGMA) delivered. From high-energy performances and emotional wins, the night was a vivid reminder of the sheer depth of talent in Ghana’s music scene.
But as the glitter settles, one familiar shadow continues to hang over the event: the grueling, unnecessarily long runtime.
Year after year, what should be a crisp celebration of excellence turns into an endurance test for everyone involved.
The night started with a spark of hope. Media personality Giovanni Caleb who co-hosted the event with actress Naa Ashorkor assured patrons at the Grand Arena of the Accra International Conference Centre (AICC) last Saturday that organisers were determined to keep things moving at a brisk pace. Unfortunately, that promise quickly faded as the night dragged.
The first performance by Enam didn’t hit the stage until roughly 10:20 p.m. From that point, audience at the auditorium, viewers at home and social media followers had to endure close to seven exhausting hours before the announcement of the ultimate award winner, the Artiste of the Year.
For an event expected to celebrate excellence, professionalism and growth within the entertainment industry, this yearly ritual of lateness and overstretched programming is becoming increasingly unacceptable.
Globally, major award schemes have mastered the art of balancing entertainment with time management. Prestigious events such as the Grammy Awards, BET Awards and Brits Awards often run within carefully structured timelines despite featuring bigger productions, more performances and a wider global audience.
Even closer to home, the contrast was stark. Nigeria hosted the Africa Magic Viewers’ Choice Awards (AMVCA) on the same night and the difference was obvious. The programme maintained a smoother pace, audience attention remained intact and conversations after the event focused largely on winners, fashion and standout moments and not on fatigue and endless waiting. (Read #TGMA27: Black Sherif wins Artiste of the Year again)
Sadly, that cannot be said about the TGMAs.
Each year, conversations about the event’s lengthy runtime dominate social media and often overshadow it’s successes. Instead of celebrating memorable performances, production quality and major wins, timelines are flooded with frustration over poor scheduling, delays and audience exhaustion.
In the end, the unfortunate perception created is that organisers, Charterhouse, are struggling to properly manage time for their flagship event.
This is unfortunate because the TGMAs remain Ghana’s biggest and most prestigious music awards platform. Charterhouse have done an incredible job evolving the show’s production quality, performances are often top-notch and the awards continue to carry immense weight within the industry. However, all these wins are repeatedly being drowned by one avoidable issue; poor time management.
If Charterhouse pays attention to conversations on social media especially among entertainment journalists, creatives, industry stakeholders and viewers, it will become clear that many people are unhappy with the experience audiences endure every year.
Guests spend long hours seated in discomfort, performers take the stage at odd hours when viewership has already dropped and audiences at home struggle to stay engaged until dawn. In an era where attention spans are shrinking and digital conversations shape public perception instantly, this approach risks damaging the brand.
Award schemes are not endurance contests. A shorter, sharper show doesn’t diminish the event’s value, it elevates it.
At a time when Ghana’s entertainment industry is pushing for global recognition and competitiveness, organisers must appreciate that professionalism includes respecting people’s time. Running into the wee hours of the morning year after year should not become the accepted norm.
Charterhouse deserves immense credit for sustaining the awards scheme for nearly three decades. But on the issue of timing, there is an urgent need for improvement.
Source:
www.graphic.com.gh