Further, Kisinag'ani elaborated that the national broadcaster possesses a broad audience base encompassing Kenyans nationwide, thus deciding to centralise government advertising with the broadcaster as an effective strategy. On the other hand, he explained that the directive will help the government achieve its plan to revamp the national broadcaster. "The Government is keen to revive the KBC through a modernization framework that will make it the premier national broadcaster in Africa. This effort requires the national broadcaster to take the lead in the dissemination of information in Kenya. "These strategies must also align with the government policy of reviving ailing public sector entities and ensuring that any public-private partnership is not skewed against public sector institutions," he explained.

Source: The Star March 08, 2024 15:29 UTC