Projecting and Maintaining the Corporate Image of Ghana Television (GTV) as "The Pulse of the Nation" in the Midst of the Proliferation of TV in Ghana.

Abstract

Television in Ghana has developed rapidly over the past couple of decades transforming from a monopoly by the Ghana Broadcasting Corporation to an open market of tens of TV channels. By the "mid of the third quarter of 2017 the National Communications Authority report stated that about 117 Television broadcast stations have been given license authorizations by the NBA. About 51 out of them were on air at the end of June 2017 including analogue, digital terrestrial satellite and Digital Cable networks. The television service of the Ghana Broadcasting Corporation. GTV has in recent times endured stiff competition from private TV stations that seem to also compete with GTV in the delivery of public information civic education, public entertainment and most core functions that necessitated the establishment of GTV as a public broadcaster. To live up to the slogan of ‘’The Pulse of the Nation’’ GTV certainly has to keep a good corporate image and win the hearts of viewers. Viewership "for GTV has gone down partly as a result of defective programming, content and quality of service delivery all contributing a lowering of cooperate image and reputation of GTV. This definitely has a negative effect on the business and financial performance. reputation and performance of its brands. innovations, staff moral and market share. What this study will seek to find out is how to maintain the image of GTV in serving as the Television mouthpiece of Ghana. The study was guided by the research objective of examining the causes of the ditching image of GTV, how this is affecting the performance of the corporation and make recommendations on how GTV can improve and maintain a positive corporate image. Both qualitative and quantitative research designs were used in the study. To achieve the purpose of the study, a total sample on one hundred respondents were sampled. From the findings. the study concluded that GTV has lost popularity with viewers to some of the new channels because of lack of consistent quality content and programming. Respondents also observed that GTV lacked modern technology in audio visual production and this is hampering creativity and innovation in programme delivery. However, these were to be complimented with technical expertise and effective brand management.