StarTimes Media is leveraging premium content to strengthen its market position and boost subscriber growth in Kenya.
The company announced on Tuesday the launch of two new telenovelas premiering this March on Novela E Plus: It’s Okay to Not Be Okay and the highly anticipated Season 3 of Gangs of Manila.
Speaking on the developments, Myke Mwai, Head of PR and Content Syndication, said the launches reflect StarTimes’ focus on delivering compelling storytelling to attract, engage, and retain viewers.
It’s Okay to Not Be Okay, premiering on 16th March at 9:40 PM, follows a devoted caregiver navigating personal challenges while caring for his mother, who suffers from Alzheimer’s.
In contrast, Gangs of Manila, premiering on 28th March at 8:50 PM, offers high-octane drama that plunges viewers into Manila’s dangerous criminal underworld.
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Mwai said the move to enrich bouquets with interactive series highlights the company’s content-driven growth approach.
“Investing in premium content is central to StarTimes’ vision of delivering unparalleled entertainment while expanding our subscriber base, these shows are not only powerful narratives but also strategic tools to engage audiences, build loyalty, and reinforce our competitive position in the pay-tv market,” Mwai said
He added that StarTimes has significantly invested in content promotion and marketing to maximize viewership, increase retention, and attract new subscribers across Kenya and the broader East African region.
He said StarTimes’ strategy demonstrates a growing understanding of content as a business driver while positioning the company as a leader in the East African pay-tv market.
“By prioritizing diverse, high-quality storytelling and pairing it with aggressive promotion, the company is able to enhance brand value, expand market share, and reinforce viewer trust,” he added.
