Kenya Red Cross on Monday officially launched a new TV station targeting the youth dubbed Switch TV.
The station will offer engaging local and international content that includes an entertaining mix of; drama, comedy, reality, sports and current affairs programs. It will be available on Free to Air channels on Signet and Bamba TV.
According to a study conducted by Millward Brown, a research firm on the youths preference to TV stations and content this year, while there is sufficient entertainment content on television, it is scattered on different television channels. There is need for high quality local content that appeals to the target’s intellect and need for content that addresses the challenges that the youth grapple with.
“This is a significant milestone for us in our quest to empower and entertain the youth through edutainment. We believe that the youth will use this platform to discuss their challenges guided by our high quality and engaging local production. Our content will be strikingly different and we hope will be able to change the narrative amongst the youth as we influence them positively,” Abbas Gullet, Chief Executive Officer, Kenya Red Cross.
He added: “Through our sustainability pillar, we continuously engage in new an alternative sources of income to support and fund our humanitarian work. The revenue from Switch TV will therefore boost our emergency response kitty and other cross-sector development programmes.”
Kenya Red Cross has been continuously seeking alternative sources of funding for humanitarian activities to support Kenyans. It is banked on E-plus, Boma Hotel, Boma Inn and Boma International Hospitality College initiatives to supplement.
Top media personalities Shaffie Weru, DNG and Grace Msalame, amongst others, have signed up to be some of the hosts at the new TV station and in support of the vision to provide positive and inspirational content to the youth.
Other media personalities in the station’s menu include: Nonny Gathoni, Remmy Majala actor/presenter Daniel Peter Weke and former radio personality Nzula Makosi. The station has also brought on board new faces on screen with the likes of actor/ model Manasseh Nyaga, life coach Mwenesi Musalia, actress Jacky Matubia and fast rising rapper Kush Tracy.