China’s strategic push into Africa through satellite TV has showcased its soft power, focusing on popular entertainment and sports. As African leaders convene in Beijing for the China-Africa summit, President Xi Jinping’s initiative to extend digital TV access to remote areas is nearing completion, with over 9,600 villages equipped with satellite infrastructure.
This project, managed by the Chinese company StarTimes, is part of a promise made by Xi at the Forum on China-Africa Cooperation (FOCAC) in Johannesburg almost nine years ago. Funded by China’s South-South Assistance Fund, the initiative aimed to install satellite dishes in more than 10,000 remote villages across 23 African countries, providing the necessary infrastructure and initial subscriptions at no cost.
In Kenya, the BBC assessed the impact of the project in various villages. In Olasiti, a village west of Nairobi, residents were excited to watch the Paris Olympics, a significant improvement from their previous access to unreliable analogue TV.
“I’m very happy to see the Olympics, which for many years we had not been able to see before we got StarTimes,” local resident Nicholas Nguku said.
However, the initial enthusiasm has diminished for some. After the free trial period ended, the cost of maintaining the service became a financial strain 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. Many villagers have since discontinued their subscriptions.
StarTimes, which entered the African market in 2008, now has over 16 million subscribers. The company has heavily invested in sports broadcasting, acquiring rights to major football leagues like La Liga and the Bundesliga, making football a major attraction.
In addition to sports, African audiences have access to a variety of Chinese TV series, such as “The Story of Zheng Yang Gate,” “The Wind Blows From Longxi,” “Go Ahead,” “The Golden Eyes,” “Goodbye, My Princess,” “Sword Snow Stride,” and “My Heroic Husband.” The company also airs documentaries highlighting Chinese culture and history. However, some viewers have criticized the content as outdated or stereotypical.
The project has notably enhanced media access in remote communities, bringing entertainment to hospitals and schools. Dr. Angela Lewis, an expert on StarTimes, praised the initiative for offering villagers unprecedented access to global events and media content.
While the project has strengthened China’s soft power in Africa, the mixed reactions highlight the complexities of international media influence and aid. StarTimes’ efforts reflect China’s strategic use of media to enhance its global presence, although challenges in sustaining engagement and satisfaction persist.
