Regional Reach began by providing television access to rural Kenya through 200 shops that served as media information centers to as many as 400 people at a time. As TV purchase and ownership grew, it shifted to radio, targeting the largest tribe in Kenya with 70% Kikuyu content, and added 24 hour TV news in the past year. Thanks to a get-it-done mentality Regional Reach has been able to innovate faster than its competitors and has been laude by customers for being the most innovative company with the best customer service in the industry.
“Regional Reach is one of Kenya’s leading media companies, occupying a niche market providing Kikuyu radio programming and 24 hour local news content and news related shows.”
The company built its brand and grew through innovation, such as quick customer responsiveness and creating links to viewers through SMS and clubs. The company’s radio service addresses education gaps by providing rural Kenyans with local news. Corporate social responsibility activities include a program providing funds for drinking water to villages and PCs to students.
Regional Reach is one of the leading players in the Kenya electronic media industry with a history of being a catalyst in the growth of the local broadcast sector. In 2000 the company launched the first local-language FM radio station in the country, Kameme FM, triggering the phenomenal growth of vernacular radio sector seen in Kenya over the last 7 years. Today, vernacular radio is the fastest growing category in the broadcast sector in Kenya accounting for 37% of the sector.
In November 2007, Regional Reach launched Kenya’s and East Africa’s first 24-hour all-news television channel – K24, initially covering Nairobi and its environs. The launch of K24 on the platform “All Kenyan, All the time” provoked an immediate change to the program format of the two leading television channels that have since introduced hourly news bulletins throughout the day.