China's StarTimes boosts soft power with popular shows and football in Africa

China's strategic expansion in Africa through satellite TV has highlighted its soft power, especially with its focus on popular shows and football.

As African leaders gather in Beijing for the China-Africa summit, President Xi Jinping’s initiative to provide digital TV access to remote villages is nearing completion, with over 9,600 villages having received satellite infrastructure.

The project, overseen by the Chinese company StarTimes, was part of a commitment made by Xi at the Forum on China-Africa Cooperation (FOCAC) in Johannesburg nearly nine years ago. Funded by China’s South-South Assistance Fund, the initiative aimed to install satellite dishes in over 10,000 remote villages across 23 African countries, providing infrastructure and initial subscriptions at no cost.

In Kenya, the BBC visited several villages to evaluate the impact. In Olasiti, a village west of Nairobi, residents were thrilled to watch the Paris Olympics, a significant upgrade 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,” said local resident Nicholas Nguku.

However, the enthusiasm has waned for some. After the free trial period ended, the cost of maintaining the service became 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. Many villagers have since discontinued their subscriptions.

StarTimes, which launched in Africa in 2008, now boasts over 16 million subscribers.

The company has heavily invested in broadcasting sports, securing rights to major football leagues such as La Liga and the Bundesliga. Football remains a major draw, with StarTimes making a significant impact by broadcasting popular sports events.

In addition to sports, African audiences can enjoy a range of Chinese TV series, including "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 documentary series, showcasing various aspects of Chinese culture and history. However, some viewers have found the content outdated or stereotypical, with mixed reviews on the portrayal of Chinese themes.

The project has notably improved media access in remote communities, providing entertainment in hospitals and schools.

Dr Angela Lewis, an expert on StarTimes, commends the initiative for offering villagers unprecedented access to global events and media content.

While the project has enhanced China’s soft power in Africa, mixed responses illustrate the complexities of international media influence and aid.

StarTimes’ efforts reflect China’s strategic use of media to bolster its global presence, though challenges in sustaining engagement and satisfaction remain.