Will these older presenters win young viewers for Switch TV?

Switch TV has opted to go for old names in the media industry amid stiff competition for top talent that has raised salary scales.

Among media personalities joining the new entertainment channel, which is owned by Kenya Red Society, are Kiss 100 morning show host Shaffie Weru, 1 FM radio presenter DNG (Davidson Ngibuini), former Bamba TV manager Grace Msalame, former Milele FM presenter Nzula Makosi and former K24 anchor and host Remmy Majala.

The station, which is is set to launch soon, targets the youth (18-35 years) with an aim to empower with positive entertainment. Switch TV is a digital free to air channel and will be available on Signet.

Other media personalities joining the new TV station include lifestyle shows host Nonny Gathoni and actor/presenter Daniel Peter Weke.

The station has also, however, 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.

Switch TV says it will offer fresh, engaging local & international content that includes an entertaining mix of; drama, comedy, reality, sports and current affairs programs.

“Kenyan youth are vibrant and dynamic and rely on social media to get the latest updates thus the need to refresh the TV space with new content. We hope that through this new station, we will be able to deliver and satisfy youth needs,” said Shaffie Weru, who is considered Kenya’s bad boy of showbiz.

On her part, Msalame, a veteran journalist who has worked for KTN, Capital FM and Radio Africa, said: “The millennial spends majority of his time on social media which is real time, fast paced & authentic which is what Switch TV promises to bring! Authenticity & programming tailored to capture the multi-layered Youth of Today!”

“Switch TV will have a unique line up of content that will be contemporary, contextual and portraying the progressiveness Kenya’s youth. ۪Our content will mirror their positive mindset and dynamism; it will be strikingly different, every show has a reason to exist and a strong point of view, we will not only engage but empower youth to find solutions to issues facing them, while promoting positive values in youth culture.

We will be the ultimate digital platform as our content will also have a massive appeal across social media platforms,” noted Tamima Ibrahim, Head of Content, Switch TV.

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However, media critics say by going for veterans, there is likely to be a disconnect between the station and its desired audience. It may eventually be forced to spice up the team with millennial  journalists however inexperienced as they understand the desires of their generation better.

Switch TV had initially recruited former NTV editor Emmanuel Juma but he later left after Nation Media Group reengaged him in the face of a talent hemorrhage.

The station has been on a recruitment spree which saw it sweep KTN for technical staff.