China’s StarTimes finds out new strategy to expand local audience in Kenya

On Wednesday, March 27, Chinese pay television company StarTimes said that it is planning to prioritize production and broadcasting of local content in order to expand its Kenyan audience.

Andy Wang, who is in charge of StarTimes Kenya, told the reporters in Kenya’s capital, Nairobi that the broadcaster will soon operationalize its regional production hub in Nairobi’s suburb Karen, in order to produce content that will appeal to local viewers. “Our new focus is to broadcast entertaining and educational TV shows that spotlight the rich African cultural heritage so as enhance our viewership among Kenyans,” Wang said.

StarTimes currently serves about 20 million subscribers in 30 countries across Africa, its data showed. Wang said that the Chinese pay TV will enhance its content which includes reality shows, local drama, sports, documentaries as well as kids content.

Wang is said to also double up as the regional director based in Kenya overseeing eight countries including Uganda, Tanzania and Rwanda.

Wang noted that StarTimes is also considering setting up a local TV station so as to enhance the experience of its customers. “In this endeavour, we shall partner with local producers so that we create content that directly appeals to our subscribers,” he added.

Other plans for StarTimes include producing Sino-Africa dramas that highlights the daily lives of the African community in China.

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