In the race to capture viewers the national broadcaster has been falling behind private entities. The dwindling numbers are based on the fact that their main shows were brand new in 1972, and their breaking news usually involves news that's been in the public domain for months.
In an attempt to make up for the shortfall of viewers, KBC is rebranding with a new face to capture the imagination of potential viewers. Under the tag line "Come on guys. Please watch us", the state broadcaster is aggressively marketing itself as the 4th most popular activity to indulge in when you can't watch other channels coming in close after contracting cholera, watching paint dry and kicking MCA's in the crotch.
The rebranding also features a more youthful tone with KBC being ditched in favour of KBX to attract the Xaxa and Xema generation. It will also comes with a bouncy ball reminiscent of children's music shows so that these viewers can keep up with complex words such as "And" and "The". The logo changes to feature a man shrugging as if to say "We don't care if you watch."