Media Council of Kenya proposes Sh1.5 billion AI system to tackle ethical violations

In a bid to strengthen oversight of media ethics, the Media Council of Kenya (MCK) has proposed allocating Sh1.5 billion for an AI-powered monitoring system, amid widespread financial challenges in the sector.

Appearing before the National Assembly Committee on Communication, Information and Innovation on Tuesday, the council emphasised the urgent need to upgrade its monitoring tools to ensure all licensed media entities operate within ethical standards.

MCK CEO David Omwoyo told the John Kiarie-led committee that Kenya has 250 television stations, including many broadcasting in vernacular languages. He noted that the current media monitoring system, without significant upgrades, is insufficient to effectively oversee all licensed media enterprises across the country.

“This critical gap necessitates an urgent and strategic investment in an advanced media monitoring system capable of comprehensive and real-time coverage to ensure no licensed entity operates outside our ethical oversight,” he said.

Real-time identification

Omwoyo explained that the new system would allow real-time identification of unethical conduct, particularly among vernacular broadcasters, which have historically been difficult to monitor. Currently, the council relies on 37 media analysts to track outlets and report violations to management.

However, Omwoyo painted a grim picture of the media’s financial health, noting that less than 10 per cent of media houses are operating optimally, while 90 per cent cannot even pay their licence fees or remit statutory deductions.

“Many outlets struggle to pay electricity bills or journalists’ salaries,” he said.

He attributed the financial strain to excessive licensing and market overcrowding.

“We overcrowded the market because of excitement and political reasons. We rolled out the licensing without a clear policy. We have a lot of clearing to do,” Omwoyo said, citing one community with nine clans served by 42 vernacular TV stations.

“In this place, there are more TV stations than the number of clans. It’s like each clan wants its own station.”

Press freedom violations

The council also reported 84 cases of press freedom violations up to September 2025, including 56 physical assaults on journalists during anti-government protests and political events.

There were 16 cases of intimidation, eight cases of censorship, three journalist arrests, and one abduction. Male journalists accounted for 65 assaults, females for 19. The main perpetrators were police officers (65 cases), hired thugs (28), government officials, including Cabinet Secretaries and county governments (15), protesters (three), head teachers (three), politicians (two), and one governor and magistrate.

During the session, the committee also discussed the expansion of media hubs—digital content centres offering high-speed internet, production studios, and multimedia facilities. Six hubs are operational in Busia, Kisii, Kisumu, Mombasa, Malindi, and Eldoret, with two more in Meru and Nakuru nearing completion.

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Kiarie urged the council to ensure that Parliament is fully engaged in shaping regulations and policies.

“The narratives shaping our world today are increasingly dictated by algorithms and platforms outside traditional newsrooms. Parliament wants to ensure Kenyans are protected from misinformation while preserving a free and responsible press,” he said.

The committee resolved to partner with the Media Council and the Centre for Parliamentary Studies and Training (CPST) to improve legislators’ media literacy ahead of the next election cycle, while guiding media houses toward digital transformation rather than relying on outdated methods.