StarTimes Media is broadening its content offering in a bid to strengthen its position in Kenya’s pay-TV market and drive subscriber growth.
The company on Tuesday announced the premiere of two new telenovelas set to air 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 productions underline StarTimes’ commitment to delivering engaging storytelling that attracts new audiences while retaining existing viewers.
It’s Okay to Not Be Okay, which premieres on March 16 at 9:40 PM, follows the emotional journey of a devoted caregiver dealing with personal struggles while caring for his mother who is battling Alzheimer’s disease.
In contrast, Season 3 of Gangs of Manila, set to premiere on March 28 at 8:50 PM, promises gripping drama as it draws viewers into the dark and dangerous criminal underworld of Manila.
Mwai said the addition of the new series forms part of StarTimes’ content-driven growth strategy, aimed at enriching its programming line-up and enhancing the viewer experience.
“Investing in premium content is key to our vision of delivering quality entertainment while expanding our subscriber base. These shows not only provide powerful narratives but also help us connect with audiences, build loyalty, and strengthen our competitive edge in the pay-TV market,” he said.
He added that the company has increased investment in content promotion and marketing to boost viewership, improve subscriber retention, and attract new customers across Kenya and the wider East African region.
According to Mwai, the strategy reflects StarTimes’ recognition of content as a critical driver of business growth, positioning the company as a major player in the regional pay-TV industry.
“By focusing on diverse, high-quality storytelling and supporting it with strong promotional efforts, we are able to enhance brand value, grow our market share, and reinforce viewer trust,” he added.
