StarTimes Media is strengthening its foothold in Kenya’s pay-TV market by investing in premium content aimed at attracting and retaining subscribers.
The company on Tuesday announced the premiere of two new telenovelas set to debut this March on Novela E Plus: It’s Okay to Not Be Okay and the much-anticipated Season 3 of Gangs of Manila.
Speaking on the development, Myke Mwai, Head of PR and Content Syndication, said the new shows reflect StarTimes’ commitment to delivering engaging storytelling that keeps audiences coming back.
It’s Okay to Not Be Okay, which premieres on March 16 at 9:40 PM, follows the emotional journey of a devoted caregiver grappling with personal struggles while taking care of his mother, who suffers from Alzheimer’s disease.
Meanwhile, Season 3 of Gangs of Manila, premiering on March 28 at 8:50 PM, promises intense drama as it takes viewers deep into the dangerous criminal underworld of Manila.
Mwai said the addition of the new series to StarTimes’ bouquet underscores the company’s content-driven growth strategy.
“Investing in premium content is central to StarTimes’ vision of delivering exceptional entertainment while growing our subscriber base. These productions are not just compelling stories but also strategic tools to attract viewers, build loyalty, and strengthen our competitive position in the pay-TV market,” he said.
He added that the company has significantly increased investment in content promotion and marketing to boost viewership, improve subscriber retention, and attract new audiences across Kenya and the wider East African region.
According to Mwai, the strategy reflects StarTimes’ recognition of quality content as a key driver of business growth, positioning the company as a major player in the East African pay-TV industry.
“By prioritizing diverse, high-quality storytelling and backing it with strong promotional efforts, we are able to enhance our brand value, grow market share, and reinforce viewer confidence,” he added.