In a bid to revive the struggling State-owned broadcaster, Kenya Broadcasting Corporation (KBC), the government has issued a directive mandating all government agencies, independent commissions, and public universities to air their TV and radio advertisements through KBC exclusively.
The announcement was made by Prof. Edward Kisiang’ani, the Principal Secretary of the State Department of Broadcasting and Telecommunications, on Friday. This directive, according to Prof. Kisiang’ani, aligns with a Treasury circular issued on July 10, 2015, which communicated the Cabinet’s decision to centralize public sector advertising.
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“All public sector electronic (radio and television) advertisements from Ministries, Departments, and Agencies (MDAs) falling under the National Government, Independent Commissions, and Public Universities shall be handled by the Kenya Broadcasting Corporation (KBC) upon authorization by the Government Advertising Agency (GM),” Prof. Kisiang’ani stated in a circular to all Ministries.
One of the primary objectives behind this directive is to ensure timely payment for advertising services, thereby preventing any accumulation of debt owed to media houses. Prof. Kisiang’ani emphasized the importance of aligning these strategies with the government’s policy of revitalizing ailing public sector entities and ensuring equitable treatment in public-private partnerships.
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“This strategic move not only serves to bolster KBC but also allows the government to leverage its resources effectively, utilizing its own institutions to reach target audiences,” Prof. Kisiang’ani added.
The decision underscores a broader effort to address the financial challenges faced by KBC while simultaneously streamlining government advertising processes. By consolidating advertising efforts through KBC, the government aims to optimize its communication channels, enhance transparency, and support the revival of state-owned media.
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Furthermore, this initiative reflects a commitment to promoting the interests of public sector institutions and fostering their sustainability in a rapidly evolving media landscape. Through strategic partnerships and targeted investments, the government seeks to ensure the continued relevance and effectiveness of its communication platforms.
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