Moses Kuria Bags CNN Deal To Market Kenya, Grow Journalists

Trade Cabinet Secretary Moses Kuria on Friday, April 28 signed a bumper partnership with CNN (Cable News Network), a multinational media outlet recognised in the United States (US) and across the world.

CS Kuria, while signing the deal, noted that the Kenya Investment Authority (KIA), or KenInvest, entered into the partnership agreement with CNN in order to raise the positioning of Kenya as an attractive investment destination and to promote export.

The partnership is expected to market Kenya as Africa's most preferred investment destination for American companies thanks to CNN's messaging which has the potential to reach millions of households tuned in to the TV station worldwide.

Trade Cabinet Secretary Moses Kuria (left) with a CNN Manager (Right) during the signing of a deal on Friday, April 28, 2023. /MOSES KURIA

"The Kenya Investment Authority has entered into a partnership agreement with CNN aimed at bolstering investment promotion efforts. The objective of this partnership is to enhance Kenya's reputation as an appealing investment hub and boost export activities," CS Kuria stated.

In terms of promotion, CNN will promote Kenyan tourism industries which had in the past received millions of American tourists, with the potential to rake in billions of shillings in revenue.

Some of the key features of the Kenyan tourism sector include Wildlife safaris which CNN will be keen on promoting since Kenya is renowned for its wildlife, particularly the "Big Five" - lion, leopard, elephant, buffalo, and rhino as well as beach tourism, which Kenya boasts of since it possesses one of some of the most beautiful beaches in Africa, with crystal-clear waters and pristine white sand.

This will encourage tourists visiting the country to choose from a plethora of offerings including wildlife tourism through game drives in national parks and reserves, safari holidays as well as beach holidays, especially during the December holidays and the start of the year during hot weather and encourage them to participate in water sports and activities such as scuba diving, snorkelling, fishing, jet skis among others.

The promotional messaging by CNN will also feature adverts on Kenyan products such as those with traditional market accolades such as tea, coffee, avocado, macadamia and other horticultural productions as well as apparel and textiles to which the country exports to the United States such as T-shirts, trousers, and knitwear for American fashion.

CNN will also sell Kenyan government Ad spaces on various platforms, including television, digital, and social media, which will also promote Kenya's targeted messaging.

In addition, the media house in the deal will also promote the development of local media houses as well as equip local journalists with the latest in technology for their storytelling to their audiences, especially in the era of digital disruption and Artificial Intelligence (AI).

Kuria expressed that the deal will help Kenyan journalists to acquire international experience which they can carry forward to the media houses they work under, or own, and grow their respective brands through a new form of storytelling.

"Moreover, the collaboration will entail media training programs aimed at equipping the Kenyan media with the necessary skills to effectively communicate investment-related news," he added.

The Kenyan media space is considered one of the most vibrant and diverse which has grown over the years in leaps and bounds, accommodating every form of journalist from veterans to young journalists under the Generation Z era.

However, it has been recently one of the hardest hit by financial difficulties triggered by low levels of funding for independent media outlets, a matter which has resulted in the media houses announcing mass firings and freezing hirings, forcing many upcoming journalists to either switch to other careers or start their own independent media houses.

In addition, the Kenyan media has also faced government censorship and interference which has led to slow growth and controlled reporting, especially the kind aimed at satisfying a section of politicians and the elite, ruining the freedom of the press.