178 Ta (T\¡2 = 9.3 min) is of a certain interest to nuclear medicine. It can be produced from a generator following the reaction 181 Ta(p,4n) 178 W 178 Ta. The excitation function for this reaction was measured over the proton energy range of 28.8 -71.8 MeV. Natural Ta in metallic form was used as target material. The cross sections were measured using a conventional stacked foil technique. Our measurements indicated that the maximum cross section of the excitation function is (495 ± 74) mb at 40 MeV. The error in the absolute cross section data was estimated to be ±15%. The results are compared with previous experimental data and theoretical calculations based on the Hybrid Model of nuclear reactions using the well developed computer code Overlaid Alice.With a natural thick tantalum target and 65 MeV proton beam, yields of 178 W are of the order of (1.3 ±0.20) mCi/μΑΙι.