Nic Hailey attends launch event for Kenya Red Cross’ Switch TV

Nic Hailey at Switch TV launch
British High Commissioner Nic Hailey with businesswoman Gina Din at the launch of Switch TV. Photo: Twitter/HCNIcHailey

UK High Commissioner Nic Hailey was the guest of honour at yesterday’s launch of Switch TV at the Boma Hotel in Nairobi.

Switch TV is fully owned by the Kenya Red Cross, which has a long history of innovation. This new station is one of the innovative initiatives of the National Society, which also runs hospitality services (The Boma Hotel), as well as ambulance services (Emergency Plus Medical Services).

Nic Hailey at Switch TV launch
Nic Hailey speaking at the launch of Switch TV at the Boma Hotel in Nairobi. Photo: Twitter/UKinKenya

The station intends to have a unique an innovative approach in order to attract viewers, aware that nowadays, many young people rely on social media to get their latest updates. By targeting a youthful audience, they hope to empower them to solve humanitarian challenges in their communities.

Last year, research began to identify the type of programming Kenyan youth would identify with . Based on their findings, Switch TV will offer a variety of engaging programmes including local and international content that includes an entertaining mix of drama, comedy, reality, sports and current affairs programmes.

According to Head of Content Tamima Ibrahim, the station “will have a unique line up of content that will be contemporary, contextual and portraying the progressiveness of Kenya’s youth.”

“Our content will mirror their positive mindset and dynamism; we will not only engage but empower youth to find solutions to issues facing them, while promoting positive values in youth culture. We will also be the ultimate digital platform as our content will also have a massive appeal across social media platforms,” she added.

Tamima Ibrahim
Switch TV’s Head of Content, Tamima Ibrahim. Photo: International Federation of Red Cross and Red Crescent Societies

Tweeting about the launch event, Mr Hailey said it was “Great to help launch Switch TV, the new initiative by Kenya Red Cross to engage and empower young Kenyans.”

“The UK is committed to putting youth at heart of development partnership in Kenya,” he added.

Switch TV is a digital free to air channel and can also be watched live online.