TV3 Network poised to deliver election coverage
By Belinda Ayamgha, GNA
Accra, April 11, GNA - TV3, a member of the Media General Group, says it is poised to retain its election headquarters status with the unveiling of several new programmes in its 2016 lineup, focusing on issues on November polls.
Starting April to August 2016, as part of its News and Current Affairs offerings, TV3 would introduce election related programming including 'Eye on the Seat' and 'Constituency Link', as well as 'The Key Point'.
Eye on the Seat is a 60 minute programme that would interrogate the policy references of political parties and their implication for the socio-economic development of Ghana, exploring themes including the economy, education, health and democratic consolidation.
The 'Constituency Link' would, for 15-minute during the Midday News, engage citizens on developmental issues in constituencies that political parties must prioritise in policy foundation and implementation.
The aim of the programme is to deepen the understanding of the population of constituents in issue-based elections.
Mr Ray Nkure, Chief Executive Officer of the TV3 Network, addressing the ceremony Accra at the weekend, said in order to better to cater for its clients, the station had undertaken a research to identify its key audiences, what they wanted as well as well as which segments of the audience to engage at what time.
He said as part of its election strategy, the Network would deploy the largest news crew across the country to cover the elections related activities, report breaking stories as they happen and develop stories that reflect the real situations in communities in its news bulletin.
'We are going to launch the TV3 Election Centre, a dedicated Election Campaign catalogue that will give the audience all information about the elections programmes,' he stated.
He noted that the company is employing more sophistication in its approach to business by using analytics from research undertaken and a greater focus on delivering quality content and resonance, as reflected in its lineup of programmes for 2016.
The research, he said, showed that its core target audience are people within the age bracket of 16 to 34, representing about 70 per cent of the population and 82 per cent of people who watch prime time TV (55 per cent of these are female), while the secondary target are those in 35 to 50 years, who constituted 85 per cent of its News bulletin audience.
There were also specific content to cater for audience from 16 and 20 years, who mainly watch television during the Access Prime time from 16:00 to 18:00 hours.
Mr Nkure noted that findings from its research underpinned the programmes and is reflected in its choice of presenters and the themes and characters of the dramas in the lineup.
He said while there are new programmes, existing ones which were successful, such as Ghana's Most Beautiful and Talented Kids would be enhanced.
He also announced that the addition of four new radio stations: 3FM-92.7, Onua FM-95.1, Connect FM-97.1 and Akoma FM- 87.9 to the MG group is very strategic for its advertisers as it allow MG to tailor-make certain offerings and use economies of scale such as giving them both radio and TV slots.
The group would also launch Digital business activities soon to complement its offerings.
Mr Nkure added that the network's focus on delivery quality content would cost money, which the board of the company is committed to provide, but urged its clients to meet them halfway and pay for it.
Mr Winfred Kingsley Afful, Chief Operating Officer of the Network said the TV3 wants its viewers to enjoy the programmes offered and also give advertisers the exposure they want for their brands.
'We want to be the most authoritative source of election information thus the launch of the various programmes within the election coverage campaign.
Other programmes in the lineup are kids' programmes including Sofia the First, Marvels Avengers Assemble, and Jake and the Neverland Pirates.
GNA