The Kenya Broadcasting Corporation has been given the mandate to exclusively air all radio and TV advertisements from the national government.
The principal secretary of broadcasting and telecommunications, Edward Kisiang’ani elaborated the decision by saying that it is a government strategy to ensure seamless advertising services in the public sector.
“It has been deemed prudent to initiate measures to ensure that as public sector advertisers seek to access their target audiences through campaign and other statutory announcements, the government leverages on the provisions within its realm to revive fully utilize its institutions,” he stated.
PS Kisiang’ani revealed that having the national network as the one commanding coverage assures the advertisers a nationwide reach of audiences. This is also seen as a strategy to revive the national television.
“The government is keen to revive the KBC through a modernization framework that will make it the premier national broadcaster in Africa.”
In a letter addressing the public ministries, departments and agencies that fall under the national government as well as public universities, it is required of them to advertise through the state-owned broadcasting channel.
As part of the advertising process, the adverts to be aired will need clearance from the government advertising Agency which coordinates all public sector advertisements.
This decision leaves the private media companies who depend on government advertisements for revenue in a haze.
Huge blow for private media houses as Govt directs public agencies to advertise through KBC