As African leaders convene in Beijing this week for the triennial China-Africa summit, Chinese President Xi Jinping has a notable achievement to highlight: the progress of the satellite TV initiative.
Nearly nine years ago, Xi pledged at the Forum on China-Africa Cooperation (FOCAC) in Johannesburg that China would provide digital TV access to over 10,000 remote villages across 23 African countries.
Today, the project is nearing completion, with more than 9,600 villages having received satellite infrastructure.
The ambitious plan, part of China’s aid efforts and funded by its foreign assistance budget, was entrusted to StarTimes, a Chinese private company active in several African nations.
This initiative was seen as both a gesture of goodwill and a means for China to enhance its soft power in a crucial region.
With China’s economy facing challenges and its Africa strategy being reassessed, the BBC visited four Kenyan villages to evaluate the impact of this soft power project.
In Olasiti village, Nicholas Nguku and his family enjoyed watching Kenyan athletes at the Paris Olympics, a sight they had not seen before the installation of StarTimes‘ satellite dishes about four years ago.
StarTimes, which entered the African market in 2008, has grown to become one of the largest private digital TV providers in sub-Saharan Africa, boasting over 16 million subscribers.
Its low pricing strategy has been a key factor in its success, with monthly packages in Kenya ranging from 329 shillings ($2.50) to 1,799 shillings ($14), significantly cheaper than competitors like DStv.
The “10,000 Villages Project” is funded by China’s South-South Assistance Fund.
Satellite dishes installed under this initiative carry the StarTimes logo, Kenya’s Ministry of Information emblem, and a “China Aid” label, reflecting the project’s official sponsorship.
Dr. Angela Lewis, an academic specializing in StarTimes’ impact in Africa, highlights the project’s potential to improve China’s image on the continent.
Villages received not only the satellite dishes but also free subscriptions to StarTimes’ content, marking a significant improvement from previous unreliable analogue TV access.
In Ainomoi village, community centers like hospitals and schools benefit from free subscriptions, enhancing daily life and education.
However, some villagers reported dissatisfaction when the initial free trial ended, leading to a decline in subscriptions due to the cost.
Many households, such as those in Chemori village, found the subscription fees burdensome after the free trial period, causing some to stop using StarTimes services.
The BBC’s visits to villages revealed a mixed response, with some residents disheartened by the unexpected costs and reduced service use.
Despite these challenges, StarTimes’ programming, which includes a mix of Chinese shows, has garnered interest among some viewers.
Ariana Nation Ngotiek from Olasiti village expressed a strong affinity for certain Chinese series, reflecting a continued, albeit selective, engagement with the content.
Overall, while the project has made significant strides in expanding TV access, the long-term impact of China’s soft power initiative remains mixed, influenced by both economic factors and the quality of content provided.
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