As African leaders convene in Beijing for the triennial China-Africa summit, one of China’s notable achievements in its soft power strategy is its satellite TV project. Initially promised by President Xi Jinping nearly nine years ago, this initiative aimed to provide digital TV access to over 10,000 remote villages across 23 African countries. With over 9,600 villages having received satellite infrastructure, the project is nearing its goal.
The Ambitious Initiative
Launched as part of the Forum on China-Africa Cooperation (FOCAC) in Johannesburg, the project was funded by China’s aid budget and executed by StarTimes, a major Chinese digital TV provider with a strong presence in Africa. The effort was intended as a goodwill gesture and an opportunity for China to enhance its soft power in a strategically important region.
Impact on Villages
In Kenya, where the BBC visited several villages, the impact of the satellite TV project has been significant. In the village of Olasiti, residents like Nicholas Nguku express delight at being able to watch international events like the Paris Olympics, a rarity before StarTimes’ arrival. The service, which was initially free, provided a new way for villagers to engage with global content.
The project also benefited community centers, such as hospitals and schools, with free subscriptions enhancing educational and recreational opportunities. For instance, Ainomoi village’s clinic and school have enjoyed the benefits of digital TV.
Challenges and Disappointments
Despite these advantages, not all feedback has been positive. Many villagers reported that the free trial period ended sooner than expected, leading to a significant financial burden for continued subscriptions. This has led some, like Rose Chepkemoi from Chemori village, to discontinue their use of StarTimes. Without a subscription, only limited free-to-air channels remain accessible.
StarTimes’ reliance on its state-run South-South Assistance Fund for the project meant that the initial excitement has waned as financial realities set in. Moreover, while StarTimes features Chinese programming, including dubbed Chinese dramas and movies, the content has not universally appealed to African audiences, with some viewers finding it outdated or culturally irrelevant.
Content and Market Competition
StarTimes has invested heavily in sports broadcasting, securing rights for major football leagues and tournaments, which has attracted significant viewership. However, competition remains fierce, with other providers like MultiChoice’s SuperSport dominating high-demand sports content like the English Premier League.
The inclusion of channels like CGTN has not significantly shifted viewer preferences, as many villagers prefer local news and programming. The project’s emphasis on promoting Chinese content has not entirely resonated with African audiences, who often favor local and international content over Chinese programming.
Conclusion
China’s “10,000 Villages Project” has undeniably expanded digital TV access in Africa, marking a significant achievement in Beijing’s soft power efforts. However, the anticipated goodwill and positive image-building effects have been mixed. Many villagers have faced challenges with subscription costs and content relevance, diminishing the project’s initial impact. As Beijing hosts another FOCAC, the project’s legacy highlights the complexities of using media as a tool for international influence.
