By Elsa Baxter
Broadcaster is to emulate MBC and other popular regional broadcasters.
The Bahrain Radio and Television Corporation (BRTC) is to be rebranded over several months, it has been reported.
The broadcaster is hoping to emulate MBC and other successful broadcasters in the region and will improve programming and scheduling, as well as having a new company logo and working culture within the corporation.
Vahid Mehrinfar, executive principal and chief brand architect of Vahid Associates, who is leading the rebrand, told the Gulf Daily News: "In the past, BRTC has suffered from poor innovation and has been stuck somewhat in-between acting like a typical bureaucratic organisation and realising that working in the broadcasting sector means you cannot just go home at 3pm.
"Without elaborating too much, MBC and these sorts of channels are what we aspire to become and they are certainly major influences in where we want to go," he said.
"This is just the first step for the BRTC but it will allow the corporation to define itself internally first, but eventually to the external market in a way which will allow it to stand out and corner a significant market share."
The move is being backed by the Culture and Information Minister Shaikha Mai bint Mohammed Al Khalifa, who said rebranding was vital for the corporation have a successful future.
"The need to put BRTC on the right track is our utmost priority," she told the paper.
I applaud the moves by BRTC to re-invent itself from the inside out - and the very fact that they recognise that this rebirth has to start inside is a huge step in the process. I have worked at several broadcast facilities in the MIddle East including MBC, and the feeling and attitude in a commercial station such as MBC is much different from government stations. This is the atmosphere that must be cultivated - a dynamic and exciting feel that makes people want to be at work, and makes them feel part of the whole end result - when a broadcasters staff feel that their contribution matters - and it does - they will be more likely to develop a love of their work and that positive feeling will come through on air! I look forward to hearing more!