As African leaders convene in Beijing this week for the triennial China-Africa summit, Chinese President Xi Jinping may find a point of pride in the realm of satellite television.
Nearly nine years ago, during the Forum on China-Africa Cooperation (FOCAC) in Johannesburg, President Xi pledged to bring digital TV access to over 10,000 remote villages across 23 African countries. Today, with more than 9,600 villages equipped with satellite infrastructure, this ambitious project is nearing completion.
The initiative, part of China's broader strategy to enhance its soft power in Africa, was funded by China’s aid budget and assigned to StarTimes, a private Chinese company with an established presence in several African nations. This gesture was intended as a display of goodwill and a strategic move to strengthen ties with a crucial region.
As China recalibrates its economic strategies amid ongoing challenges, the BBC World Service visited four Kenyan villages to assess the impact of this “soft power” initiative.
In Olasiti, a village three hours west of Nairobi, Nicholas Nguku gathered friends and family to watch Kenyan athletes at the Paris Olympics. “I’m very happy to see the Olympics, which we couldn’t watch before we got StarTimes,” he remarked, referring to the company’s installation of satellite dishes about four years ago.
StarTimes, introduced to Africa in 2008, has grown into one of the largest private digital TV providers in sub-Saharan Africa, boasting over 16 million subscribers. Its competitive pricing played a significant role in securing its market position. In Kenya, monthly digital TV packages range from 329 shillings ($2.50; £2) to 1,799 shillings ($14; £10.50), compared to DStv’s (owned by MultiChoice) packages, which cost between 700 and 10,500 shillings.
While the company relies on subscriptions for core revenue, the “10,000 Villages Project” is funded by China’s state-run South-South Assistance Fund. The satellite dishes bear the StarTimes logo, the emblem of Kenya’s Ministry of Information, and a red “China Aid” logo. Many villagers recall StarTimes representatives describing the installation as a "gift" from China.
The project has transformed how villagers engage with the outside world. In Ainomoi village, for example, community centers like hospitals and schools benefit from free subscriptions. At the local clinic, a digital TV entertains patients, while students at a primary school enjoy watching cartoons after classes. “After we finish schoolwork, we all watch cartoons together, which is a very enjoyable and bonding experience,” said Ruth Chelang’at, an eighth-grade student.
However, some Kenyan households reported that the initial excitement waned once the free trial ended. Despite its affordable pricing, maintaining subscriptions has become a financial burden for many. “We were all very happy when we first got the satellite dish, but it was only free for a few months, and after that, we had to pay,” said Rose Chepkemoi from Chemori village. “It was too much, so we stopped using it.”
Without a subscription, only a few free-to-air channels, such as the Kenyan Broadcasting Corporation, remain accessible. During the BBC’s visit to four villages that received StarTimes dishes from 2018 to 2020, many reported ceasing their use of the service after the free trial ended. In Ainamoi, the chief noted that many of the initial 25 households with satellite dishes chose not to continue their subscriptions.
The BBC reached out to StarTimes for comment but did not receive a response. The content on StarTimes channels includes a mix of Chinese programming, such as Kung Fu and Sino Drama, with many viewers finding it outdated and stereotypical. In 2023, over 1,000 Chinese movies and TV shows were dubbed into local languages. StarTimes also launched ST Swahili in 2014, a channel dedicated to Swahili content.
While some villagers appreciate shows like the Chinese series "Eternal Love," football remains the primary draw. StarTimes has invested heavily in securing broadcasting rights for major football leagues and tournaments, including Afcon, La Liga, and the Bundesliga. Football’s popularity is evidenced by the Africa Cup of Nations (Afcon) setting a viewership record in 2023 with nearly two billion global viewers.
Despite these efforts, competition is fierce. SuperSport, a subsidiary of MultiChoice, reportedly spends over $200 million annually for English Premier League rights. StarTimes has tried to capitalize on high-profile football events, such as Kylian Mbappé’s transfer to Real Madrid, by promoting La Liga in Nairobi. Yet, for some fans, the English Premier League remains the preferred choice. “The majority of Kenyans are not into La Liga; it’s the English Premier League that draws the audience,” said Levi Obonyo, a professor at Nairobi University.
While CGTN, China’s international broadcaster, is included in the cheapest StarTimes packages, it does not attract substantial viewership compared to local news channels. “Yes, we have Chinese news, but I don’t watch it,” said Lily Ruto, a retired teacher in Kericho County.
Dr. Dani Madrid-Morales from the University of Sheffield observes that StarTimes has not significantly altered the African news landscape. With over 95% of its 5,000 African employees being local, StarTimes aims to prioritize African voices and avoid the pitfalls experienced by other Chinese brands like TikTok and Huawei.
Although the "10,000 Villages Project" initially generated excitement, its impact on China’s image-building efforts appears limited. “There was an attempt to rebalance the information flow to cast China in a positive light, but that has not materialized,” said Dr. Madrid-Morales. “The amount of money invested hasn’t benefitted the Chinese government as much as anticipated.”
Many villagers now focus on content and cost issues. Once the centerpiece of China’s soft-power outreach, the project has become a footnote in the broader narrative. “Yes, we know it comes from China, but it makes no difference if no one is using it,” concluded Ms. Chepkemoi, who has canceled her StarTimes subscription.
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