Communication Authority gives advertisers eight more months to comply with the programming code

NAIROBI, KENYA: The communication watchdog has extended the compliance deadline of the programming code for another eight months.

However, this only applies to the advertising sector of the broadcast media who are said to have requested for more time through the Association of Practitioners in Advertising (APA).

This means as the new code takes effect from July 1, for advertisers it will come into play from February 1 2017.

The authority has also revised time allocation for adverts from seven minutes to ten minutes for every half an hour of broadcast.

The extension comes days towards the expiry of the six month deadline set by the Communication Authority of Kenya (CAK) to have all broadcasters comply with the new regulations which were said to be highly controversial.

"Despite the extension for advertisers we shall still need them to comply with the 40 per cent local content requirement when the timeline elapses," said CA Eng Leo Boruett.

This means the adverts should at least have a local setting or local actors: "The ten minutes should be used for both promotions and advertisements."

Consumers federation of Kenya boss Stephen Mutoro asked the authority to be more stringent on adverts aired from 9pm.

"It is sad when we see adverts having over 80 per cent international content. There has to be a way of making them comply even if they are international, “said Mutoro.

Apart from advertisers, the authority has also exempted televangelists from the stringent regulations.

"We have to admit that the church has done so much for us as a country. It was a collective decision with all stakeholders that we already have enough laws to deal with fraudulent individuals which does not exempt the pastors," said Boruett.

In the earlier version of the tough measures, the CA had outlawed the practice of preachers asking for offertory money in exchange of blessings during their broadcasts which was met with strong criticism from various religious groups.

"We have no problem with religious organisations broadcasting their content...but we insist that it should be controlled still," said Media Owners Association boss Lynette Mwangi during the deliberation forum with stakeholders yesterday.

Lauding the efforts by CA chairperson Media Council of Kenya Harun Mwangi noted that the most challenging part is on adherence to the 40 per cent requirement for local content.

He said this can be achieved by making public announcement a requirement though they have no commercial value.
"...that every week there should be at least three hours of public announcement and evidence is submitted to that effect just for the virtue that they(media) are using national frequency," said Mwangi.
Mwangi said with the less vibrant Kenya Broadcasting Corporation, the industry has shifted to being highly commercialized neglecting its main responsibility.

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