The Public Accounts Committee (PAC) wants the Government Advertising Agency (GAA)  to review its advertising model and to embrace one that ensures content reaches the majority.

The Committee said that the current model that gave preference to four mainstream print Media Houses was not effective as the advertisements were not reaching majority of targeted readers.

They said that key advertisements such as job opportunities were placed in the adverts and therefore should be accessible by job seekers who could not be able to buy newspapers.

The Committee therefore proposed that to achieve this goal, the GAA should consider using social media platforms which are easily accessed by young people across the country.

Today's session was Chaired by the Vice chairperson, Hon Tindi Mwale. Hon. Mwale said Kenyans did not get value for money in the Ksh1.7 billion that was paid out to four print Media by the State Department for Broadcasting and Telecommunication in the Financial Year 2020/2021.

Hon. Mwale made these remarks when the Committee met Principal Secretary State Department for Broadcasting and Telecommunication Mr Edward Kisiangani. Mr. Kisiangani was appearing before the Committee to respond to audit queries raised from the audited accounts for the Financial Year 2020/2021.

"The GAA advertising model has failed Kenyans. It is only bent to paying huge amount of money to four print Media Houses at the expense of alternative media and online platforms. It should be reviewed as soon as possible," said Hon Mwale.

Making observations during the meeting, Gatundu South MP, Hon. Gabriel Kagombe noted that the department was not supporting digital economy model by ignoring the use of social media as part of its advertising channel.

"The ministry should be at the fore front in supporting the digital economy model by ensuring that social media is one of their advertising channels so that the information about job opportunities, markets and new commodities among others reach majority of Kenyans," observed Hon. Kagombe.

He added:"As of now, the GAA advertising model has been created to enrich  established media. Direct the money you pay the media Houses to digital platforms too”, he continued.

The Committee also questioned the reason the department was not monitoring the advertising model to assess its viability.

Members further demanded to know why the department had not cleared paying pending bills, a move they noted had subjected vendors, they had done business with, to untold suffering.

In his response the PS said plans were underway to review the advertising model to ensure that majority of target readers could access advertisements.

"The department has been unable to conduct monitoring exercise and settling of pending bills due to financial constraints because our budgets have been cut by the National Treasury," said Kisiangani.