As African leaders gather in Beijing for the triennial China-Africa summit, Chinese President Xi Jinping has a notable achievement to present: the completion of China’s ambitious satellite TV project. Launched nearly nine years ago, the initiative promised to bring digital TV access to more than 10,000 remote villages in 23 African countries. Today, as the project nears its final stage, its impact and effectiveness paint a mixed picture of China’s soft power strategy in Africa.
A grand vision and its execution
The project, unveiled at the Forum on China-Africa Cooperation (FOCAC) in Johannesburg in 2015, was a bold demonstration of China’s commitment to expanding its influence in Africa. At the center of the initiative was StarTimes, a private Chinese media company with a growing presence in Africa. With a mix of soft power and strategic interests, the project aimed to spread Chinese cultural influence and gain a foothold in the media market.
According to the report, more than 9,600 villages have received satellite TV infrastructure, giving them access to digital television for the first time. StarTimes, which first entered the African market in 2008, has become a significant player in the sector, with more than 16 million subscribers. The initiative was initially seen as a gesture of goodwill, with satellite dishes and subscriptions reportedly provided free of charge during the rollout of the project.
Initial excitement and emerging challenges
In rural areas such as Olasiti in Kenya, the arrival of satellite TV marked a significant change. Residents including Nicholas Nguku expressed delight at being able to watch international events such as the Paris Olympics, something they had not been able to do before. The impact on community centres was also notable, with local schools and clinics benefiting from free access to television, which was used for educational and entertainment purposes.
However, the initial excitement has since waned. According to villagers, the free subscription period was short-lived, and the cost of maintaining the service became a burden for many. For example, Rose Chepkemoi from Chemori village reported that the monthly fee, despite being lower than competitors, was too high for some families. This shift from a free access to a paid model caused many to discontinue their subscriptions, leaving only a few channels available without payment.
The content conundrum
StarTimes’ content strategy has also had mixed results. While the company’s packages include a range of Chinese programming, such as dubbed Chinese movies and shows, the appeal of this content has been limited. Many African viewers have found Chinese programming to be outdated and not in line with their cultural preferences. Channels such as Kung Fu and Sino Drama have not garnered widespread enthusiasm, with some viewers expressing dissatisfaction with the portrayal of Chinese culture.
In contrast, the inclusion of local programming and sports, particularly football, has been more successful. StarTimes’ investment in the broadcast rights of popular football leagues, including the Africa Cup of Nations (Afcon), La Liga and the Bundesliga, has been a major attraction. Football remains a major attraction, with many viewers preferring sports content over other offerings.
The impact of China’s soft power strategy
China’s satellite TV initiative was designed to strengthen its soft power in Africa, demonstrating its commitment to development and cultural exchange. The project was part of a broader strategy to strengthen ties with African countries through infrastructure and technology. Despite its initial success in expanding digital access, the long-term impact of the project on China’s image in Africa has been more ambiguous.
Dr. Angela Lewis, an academic specialising in Chinese media in Africa, suggests that although the project increased digital access in remote areas, it has not significantly changed perceptions of China. The limited success in securing lasting goodwill highlights the complexities of using media for diplomatic and soft power purposes.
The big picture
The satellite TV project is a microcosm of China’s broader engagement strategy in Africa. While it has achieved important milestones, it also underscores the challenges inherent in leveraging media and cultural exchanges as diplomatic tools. The project’s limitations, such as the financial burden on villagers and the mixed reception of Chinese content, reflect the broader difficulties in translating soft power into tangible diplomatic gains. China’s influence in Africa extends beyond media, including infrastructure projects, trade, and investment. However, as geopolitical dynamics change and competition with other global powers intensifies, Beijing must navigate a complex landscape to maintain and expand its influence. In the context of the ongoing China-Africa Summit,