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Radio broadcasters undergo training
Kumasi, July 29, Ghanadot/GNA - A day's
training workshop for radio broadcasters in the northern
sector of the country ended in Kumasi on Friday.
It was on the theme: "Broadcasting, a Profitable Business
Venture" and organized by the Ghana Independent
Broadcasters' Association to address the fundamental
challenges facing the industry.
The participants discussed the "art and science" of selling
airtime, understanding customer needs, programme formatting
and branding techniques.
Addressing the 45 broadcasters and heads of some stations,
Mr Gerald Ankrah, Executive Secretary of the Association,
said the workshop, the first in the series, aimed at
addressing shortcomings of the radio stations.
Mr Ankrah hoped participants would take away lessons from
the workshop to improve on their performance and promote the
industry.
Mr James Appiah, Chief Executive Officer of Broadcast
Strategies, said the way to make money in radio broadcast
should be long-term strategies based on effective
techniques.
He pointed out that three things created strong and
successful radio station operation, saying they were quality
signals, promotion and programming, adding that after
strategizing, broadcasters needed to research into the taste
and needs of the audience.
Speaking on how to understand customer needs, Mr Neil
Armstrong Mortagbe, Consultant, Krypton Ghana, expressed
concern about the proliferation of non-professionals who
have infiltrated into the broadcasting industry.
He said there were two major customers in broadcasting
system and referred to them as internal and external
customers.
He said to win customers or the audience, broadcasters
should consider production, sales, marketing and their
general profile orientation to be able to satisfy their
needs.
Miss Sylvia Darko, General Manager of Atlantis Radio, who
spoke on how to sell airtime, advised the participants to
prepare fully when meeting their prospects for the first
time. "First impressions form lasting impressions," she
held.
GNA
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