Batelco to partner in BRTC's rebranding program

This key program, spearheaded by Vahid Associates Brand Futurists, focuses on preparing BRTC to meet the challenges in the world of broadcasting and facilitate its transformation into a compatible industry player.

"The program is mandated to help BRTC become a respected source of information and entertainment for the Bahraini community and the region,"

said Her Excellency, The Minister of Culture and Information, Sheikha Mai bint Mohammed Al-Khalifa.

A select group of participants, who have demonstrated the right acumen for this culturally sensitive and motivational program, are taking part in workshops designed to create an atmosphere of trust and cultural harmony within BRTC. The set of organizational driving values and brand statements formulated from the sessions will be subsequently filtered down to the entire organization through an intensive cascading program.

The Minister of Culture and Information, Shaikha Mai also said: "The need to put BRTC on the right track is of utmost priority. As an entity that is responsible for speaking directly to the people and one that the people watch and listen to, BRTC is in the unique position to induce positive transformation within the country."

"Bahrain needs to be proud of BRTC once again, for in the recent past, their achievements have been overlooked while their shortcomings have been under the spotlight. All stakeholders from senior management to office staff need to understand, appreciate and more importantly partake in a united, optimistic vision for the corporation," Her Excellency explained.

Shaikh Rashid bin Abdulrahman Al Khalifa, Chief Executive Officer of BRTC said: "Her Excellency's vision to propel BRTC into the new age of information is timely and welcomed. We clearly understand that infusing a culture of performance is not only about changing the look and feel but about making sure that the people within the organization are ready for the new task. Our hopes, to create an entity that the nation can be proud of, are finally achievable through Batelco's generous help," highlighted the Chief Executive Officer.

Ahmed Aljanahi, Group General Manager - Media & Government Relations at Batelco said: "As a leading Bahraini organization, we are proud to be able to align ourselves with BRTC and support the Minister of Culture and Information, Sheikha Mai's vision in bringing about a positive change in the field of communication in the Kingdom."

Vahid Mehrinfar, Executive Principal at Vahid Associates Brand Futurists, who formulated this program specially for BRTC said: "BRTC needs to engage a large cross-section of the public. By enabling the talent within to visualize and achieve a competitive stature, we are putting the attitude and color back into BRTC."

TV Director Omar Slaise, one of the BRTC staff participants in the culturing workshop, when asked for feedback on the initial sessions said, "The workshops are inspiring us not only on a professional level but on a personal level as well. I am excited about contributing to a more creative environment than before. The new BRTC is going to be a different place indeed."