The studios and offices of the station are in the heart of the capital, Accra. The station boasts of a studios complex consisting of two large all purpose studios and three smaller studios for news, talk and magazine programmes. The studio complex, which is owned by the parent company Television Africa, is equipped with modern facilities for both video and sound recording and broadcast. The broadcasts are done through five transmitter sites, all belonging, to the station located in different parts of the country. The signals to the transmitter sites are distributed by satellite. In addition to the studios the station has acquired outside broadcast facilities for greater flexibility in the production and broadcast of programmes.

 

 

 

The company’s Programming Philosophy, is based on the strong conviction that the airwaves belong to the people and that the programmes broadcast by the station must serve their interest. The vast majority of television audience in the transmission area must not only identify with the programmes of the station but must also be enlightened and inspired by them.  

 

The programmes must be of high quality and appealing to attract large viewership and commercial sponsorship and advertising whilst maintaining high societal values and norms that enrich the lives of the people. The programmes will cover all the genres of television programmes with a prime objective of making the station one of popular appeal, particularly to the youth and young adults who constitute the bulk of television viewers. Overall TV Africa seeks to make the whole family in households the core of its programmes. 

Particular effort will be made to ensure that Television Africa  programming is not done to  serve the narrow interests of any individuals or special interest groups but the whole community.    The participation of the ordinary citizen in programme production and on the air is consciously encouraged as part of an effort to give a voice to the voiceless and to help democratise the media in Ghana and Africa as a whole.

 

 

 

In line with our philosophy to be the market leaders in viewership and advertising, we have expanded rapidly to cover large parts of the country with our transmission signals. TV Africa indeed is the fastest growing private television station in the country regarding the expansion of coverage area. In the last four years the station has extended its transmission to  most of the Regional capitals in the southern sector of Ghana, which makes the transmission available to about 40 per cent of the population with about 80 per cent of the nation’s wealth. The coverage area includes the following administrative Regions: 

a) Greater Accra

b) Ashanti

c) Eastern

d) Western 

e) Central

f) Parts of Brong Ahafo and,

g) Volta.

 

Under our programme of expansion we will install transmitters in the capitals of the Northern, Brong Ahafo and Volta Regions by the end of 2007. This will be followed  by installation of transmitters in the two Upper Regions and some additional major towns in south in the next three years to provide coverage for over 85 per cent of the population.

   

 

 

Media research in Ghana is in its infancy and there are no reliable figures for viewership for television. Periodic surveys by individual companies and by advertisers and advertising agencies as well as transmission coverage area are the main guides to viewership.

 

From indications our viewership is largely cosmopolitan and cuts across a broad spectrum of the different socio-economic groups. The use of the major local languages in our broadcasts, unlike the other private stations, has an added appeal to the illiterate and semi-literate people who constitute over 40 percent of the population.

 

Our current estimate is that we have about 17 percent of the total television audience and our objective is increase the figure to between 35-40 percent within three years. 

 

 

 

The market for commercial television in Ghana has been growing over the last few years as the economy has grown and income levels have gone up. Since 1995 the airwaves for broadcasting have been deregulated and there are now four free on air television stations operating from the capital Accra. The only subscriber television service is provided by Multichoice, a South African company. 

 

Television ownership has also grown rapidly and the populations in both the urban and rural areas now watch more television than was the case a few years ago. 

 

Also the fast improvement of the economy in the country as a whole has had very positive impact on local business leading to greater competition on the market and the need for greater advertising. All these are positive for television and the media in general and the prospects for growth in the industry are very good. It is estimated that the advertising market for television only in 2006, was about US$12 million and this is projected to grow by an average of between 6-10 percent per year. 

 

Television Africa Ltd. expects to capture, at least 30 per cent (30%) of the advertising market within the next three years. The projected market share is then expected to grow at about five per cent per annum for another five years. The station expects to use a strategy of combing programme improvement and promotion as well as transmission coverage area enhancement to increase its share of the audience. Well developed marketing strategies and good customer relations programmes will then be used to win advertising. In view of the fact that audience research, as well as other forms of media research are vital to the healthy growth of the media industry, Television Africa has been working seriously with other media houses, the advertising agencies and the advertisers to develop highly reliable models for media research to service the industry.