A two-day business seminar, to build the capacity of some selected media houses in the country opened in Kumasi on Thursday.
The Ghana Media Standards Improvement Project (GMSIP) is organizing the event in collaboration with the Ghana Journalists' Association (GJA) with funding from the Royal Danish Embassy.
The seminar would enable media houses to deal efficiently with business challenges and how to market their products successfully.
Topics being treated include, Marketing Penetration Strategy, Cash Harnessing Strategy, Basics of Sales in Radio, Radio as a Business and Customer Service.
Ms Ajoa Yeboah-Afari, Co-ordinator for GMSIP, said the seminar had been designed in phases and stressed that some selected newspapers would also be trained in the second phase, to help them become more effective in their work.
The project, she said, is a two-year pilot programme, that seeks to develop a culture of investigative and analytical journalism in Ghana.
The overall objective is to strengthen the capacity of the media for the sustenance of democracy and also help to advance freedom of expression.
Ms Yeboah-Afari said journalism was becoming more dynamic and therefore there was the need to continually upgrade the skills of media personnel, to help them become more conversant with modern trends, especially how to deal with business challenges, to enhance the marketing of their products.
Mr Charles van Dyck, a business consultant, advised radio stations to take keen interest in research, so that they would know how to package their programmes to effectively reach their target audience.