This archive report was first published on 5 August 2019.
As television viewers increasingly prefer locally produced content, local content producers are making programmes that appeal to women.
According to Francis Wangusi, Director General of the Communications Authority of Kenya, scaling up local content production is crucial for the sustainability and growth of the local film and broadcast sector.
Early this year, a campaign led by local artists to promote Kenyan music, #playkenyan, made headlines, highlighting the need to support local content.
Under current regulations, broadcasters are required to air at least 40% local content, a requirement that is set to increase to 60% by 2022.
However, not all broadcasters are complying with these regulations.
StarTimes, a pay television company, has invested 200 million shillings in local content development, partnering with over 30 content developers to create reality television content targeting women.
The company's language policy includes 60% Swahili, 30% English, and 10% vernacular languages.
By focusing on niche market content development, the Communications Authority believes that the growth of the film and broadcast industry can be driven.
