In the seemingly over-supply of TV channels in Kenya, a broadcast outlet has to go many extra miles to attract and retain viewership, and possibly make some profit while at it. Branding is an essential element in this strategy, after taking care of basic elements like great content. Expecting the audience to identify a channel from a blank screen is not the way to a blank cheque.
A news broadcast is a key pillar in drawing in viewers to a station, despite the fact that practically all the competing channels offer almost identical news coverage.
But this means a station has to put more effort in fending off the competition, which can as well start from the look and feel of the initial on air news ident board.
In years gone by, corporate entities used to pay a tidy sum to have their logos or products displayed alongside the countdown clock for the news, because this was one of the 'primest' of broadcast prime time.
Sadly, advertisers appear to have realised not so many people nowadays tune-in for prime time TV news in Kenya.
And this could perhaps explains the drab, dull, dreary and depressing news board idents, like the one highlighted above.
If you can't promote external products before the news for a fee, why not promote your own content for free?