StarTimes’ satellite TV initiative is a demonstration of China’s strategic drive into Africa. President Xi Jinping’s ambitious project to bring digital TV to distant villages is making progress as African leaders meet in Beijing for the China-Africa summit. The Johannesburg Forum on China-Africa Cooperation (FOCAC) commitment has provided over 9,600 villages with satellite technology, spreading China’s soft power across the continent.
China’s South-South Assistance Fund will install satellite dishes in over 10,000 settlements in 23 African countries, providing free infrastructure and initial subscriptions. This has improved media access in Kenya, allowing underserved areas to watch the Paris Olympics. Olasiti hamlet residents were thrilled with the upgrade from the faulty analogue TV.
Financial difficulties have tempered initial enthusiasm. Villagers are struggling to afford subscriptions beyond the free trial period, reducing service use.
StarTimes has over 16 million customers in Africa after launching in 2008 and investing substantially in La Liga and the Bundesliga. Some of the company’s Chinese TV shows and documentaries had mixed reviews.
Despite these limitations, the project shows China’s efficient use of media to increase its worldwide impact and cultural presence in Africa.
Image Credits: https://tribune.com.pk/story/2493520/China%27s-StarTimes-boosts-soft-power-with-popular-shows-and-football-in-Africa
