Eliud Owalo, ICT Cabinet Secretary nominee, believes state-run media organisation, KBC should rebrand.
Appearing before the vetting committee on Friday, October 21, promised to make KBC the leading television station in the country.
“It is ironic that KBC with its strong brand and wide network of infrastructure is today punching below its weight in the marketplace. This will be one of my key areas of intervention if I came into office as CS for this ministry,” Owalo said.
He added that he intends to strategise the operations of KBC by rebranding it starting with changing the station’s name back to Voice of Kenya.
“I do not quite understand the reason that informed the change of name from Voice of Kenya to Kenya Broadcasting Cooperation,” he said.
Owalo noted that reverting to its original name will ‘put KBC in good state as a market leader’.
He said there is also a need to “re-engineer the content of KBC so that it gets effective positioning in the market”.
“We need to revitalise the infrastructure of KBC so that it is in tandem not just with market needs but also benchmarked with global best practices in that industry,” Owalo said.
