Kenya Broadcasting Corporation to reap big in a new government directive.

Kenya Broadcasting Cooperation is set to reap big in advertising. In circular issued by the government through the ministry of Information, communication and digital economy, the government has directed that all public advertisements be done through the national broadcaster KBC.

This move is a result of government's measure to cut costs and reduce the amount of pending bills owed to private media houses acrued from unpaid advertising cost.

The circular reads in part, “current situation where Government owes media houses a substantial amount of money in pending bills, calls for adoption of strategies that will ensure a smooth flow of public sector advertising services, while maintaining zero debt levels”. 

 The move, the government says is in line with Government's policy of reviving ailing public sector entities, and ensuring that any public-private partnership is not skewed against public sector institutions.

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In light of this, the government says, that all public sector electronic (radio and television) advertisements from Ministries, Departments and Agencies (MDAs) that fall 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). 

This directive signed by Edward Waswa Kisangani, the principal secretary ministry of information, communication and the digital economy on March 07, 2024, adressed to All principal secretaries, all CEOs of state cooperations/SAGAS, ALL Vice Chancellors of public Universities, and copied to Cabinet secretary Ministry of Information communication and the digital economy, chief of staff head of public service, attorney general, and the principal secretary the national treasury, could be the last blow to  privately owned media houses who heavily depend on Government advertising for revenue.

While KBC seems to reap big, on the other hand this could see the already struggling media houses sink further into oblivion, and have an impact on journalists working in the sector.

For a long time KBC has been struggling in many ways, even after launching several vernacular stations to stay afloat in the industry, hoping to stamp its presence and rake in substantial revenue, still the national broadcaster has been left behind by many vibrant privately owned media houses.

This move by the government could be the silver bullet that the national broadcaster needed to be competitive in the industry that is already crowded.