The Bahrain Radio and Television Corporation (BRTC) has confirmed it will revamp its programming line-up and station ID.
The broadcaster is hoping to emulate MBC and other successful broadcasters in the region and will improve programming and scheduling, as well enhancing the 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.