Youth-oriented station Switch TV has restructured its programming, pushing out more journalists including two main presenters.
The changes being worked on include dropping some programmes and introducing new ones as the station seeks to firm up its grip on the competitive TV audience market.
“In order to remain competitive in the broadcasting space, it is imperative to continuously refresh programs to strengthen our offering in the market,” Switch TV says in a communication.
“In line with the Switch TV 2020 strategy, we will be reviewing the existing programming; cancelling and launching new shows; which may affect some of the existing talent.”
The affected talkshow hosts are lifestyle presenters Nonny Gathoni and Jackie Matubia, among others, who have been rendered jobless.
The move comes months after the TV station laid off a number of employees mid-December 2019, as the going proves harder for a television started in October 2018 by the Kenya Red Cross.
The company says the changes will also include the introduction of new personalities on air as the new shows are scheduled to launch this year. “The trailblazing new programming remains youth-targeted,” it says.
Red Cross businesses in Kenya have been facing financial constraints. On 9th December Red Court Limited, the company that runs three hotels owned by the Kenya Red Cross Society (KRCS), was placed under administration as the firm struggles to keep the business afloat.
P.V.R Rao was appointed the administrator by National Bank, which is demanding millions advanced to the hotel group. It appears the financial problems have spilled into the TV newsroom where talent after talent has been leaving.
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In August 2019, the cash-strapped Switch TV announced the departure of sassy presenter Nzula Makosi, who hosted the ChatSpot programme, barely a month after it reportedly, pushed out nearly 40 employees in a cost-cutting move.
“It’s 2020. A new year. A renewed beginning for Switch TV,” the company says.
With the launch of the TV station in October 2018, Switch TV managers say it has delivered on its promise; to both entertain and empower the African youth. “During this period, the station has grown in various metrics,” it says. “Market share is up to 4.5% in November 2019 according to the Geopoll audience measurement data.”
The affinity among the core target audience(18-35) rose to place the station among the top five in the industry.