The government has directed all its advertising endeavors to be exclusively channeled through the Kenya Broadcasting Corporation (KBC), according to ICT Principal Secretary, Edward Kisiang’ani.
In a directive issued to all Principal Secretaries and heads of various State Corporations on Thursday, March 7, the PS emphasized the decision to consolidate government advertising with KBC, aligning with the government's strategy to centralize all advertising activities.
Kisiang'ani underscored KBC's extensive audience reach across Kenya as a pivotal factor in the decision, citing its broad nationwide viewership as a key advantage for effective government communication.
The directive poses a significant challenge to major media houses like Citizen TV, NTV, and KTN, which traditionally rely on government advertisements for revenue.
"In light of the foregoing, 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 (GAA)," the letter stated.
Kisiang'ani also emphasized the government's commitment to rejuvenating KBC, positioning it as a premier national broadcaster in Africa. He urged stakeholders to support the initiative, highlighting the importance of KBC in disseminating information across Kenya.
The directive comes amid efforts to streamline government advertising and manage pending bills owed to media houses. Kisiang'ani highlighted the need for accountability, stressing that centralizing advertising with KBC would help curb the accumulation of pending bills.
The move aims to ensure a smooth flow of public sector advertising services while promoting accountability and revitalizing public sector entities. It also seeks to align with government policies aimed at fostering equitable public-private partnerships and safeguarding the interests of public sector institutions.