President William Ruto has announced that 30 per cent of government advertising will now be directed toward creative platforms as part of efforts to grow Kenya’s creative economy and support local talent.
The Head of State made the announcement on Saturday evening while attending the 14th Kalasha International Film and TV Market Festival and Awards at the Kenyatta International Convention Centre.
According to organisers, Ruto became the first Kenyan president to attend the prestigious awards ceremony, which celebrates film and television creatives from East and Central Africa.
Speaking during the event, the President said the new advertising policy is intended to increase investment in the country’s creative sector while nurturing young talent in film, media, and entertainment.
“I can confirm that the government has the resources to support and partner with creatives, who tell our stories,” Ruto stated.
The event was also attended by Salim Mvurya, Youth Affairs and Creative Economy Principal Secretary Fikirini Jacobs, and Head of Presidential Special Projects and Creative Economy Coordination Dennis Itumbi, among other leaders and stakeholders in the creative industry.
The Kalasha Awards annually bring together thousands of delegates, exhibitors, filmmakers, actors, producers, and creatives from across the region. This year’s edition reportedly attracted more than 3,000 delegates, 100 exhibitors, and representatives from over 30 countries.
President Ruto also challenged the Kenya Film Commission to consider rotating the event across counties to promote inclusivity and regional talent development.
He further revealed that State House would bid to host the next edition of the awards ceremony.
