MSN Kenya will host the local content on various sections of its platform i.e. News, Sports, and Lifestyle shaped by user requirements. Like the global MSN platform, this transition in digital publishing will see MSN Kenya broadcast breaking news in 52 minutes to 25 MSN portals world wide.
Kagiso Media has now launched MSN in Kenya as well as in Nigeria. Before engaging in any market, MSN looks at the country's Internet penetration density; Kenya has an Internet population density of 40 percent, which Marcus Stephens, General Manager, Digital Publishing, Kagisio Media terms as great.
"There are more cellphones in Africa than toothpaste business, which forms most of the Internet growth", says Stephens. "With more than 10 million Internet users in Kenya, we think that MSN Kenya is going to be an excellent platform for brands that want to market their products and services to the country's fast-growing middle-class," says Stephens. "Kenya is a truly exciting opportunity for us to serve readers and advertisers with a local version of a world-class product."
Kagiso Media uses the digital environment as their testing ground among other media properties. The company owns six commercial radio stations in South Africa, they also run Soweto and Bay TV and a data warehouse.
The company will partner with local publishers and content generators for local content. So far MSN Kenya has attracted 600,000 unique users in a few weeks. Most of the content is education oriented in Africa.
With a presence in 50 countries, a position as the number one portal in 26 countries, 460 million users, and 18 billion page views a month, the Microsoft-owned MSN is a heavy hitter in the online international publishing market.
"Though many Kenyans already visit our general African and South African portals, we believe that the Internet market in Kenya is now of a size that it deserves a dedicated MSN portal of its own. We will be using a similar formula in Kenya to the one that has been so popular in South Africa - locally relevant, easy to digest content that is packaged in an attractive manner." says Stephens.
"MSN is already one of Africa's largest portals with approximately 3.3 million unique browsers per month. The South African version of the portal has 75,000 Facebook fans, showing how engaged and passionate its audience is. Kagiso's experience in South Africa has shaped its approach to the Kenyan market," Stephens says.
"Our principles are to deliver a social, people-powered experience to our audience; to be close to people wherever they are and however they access the Internet; to collaborate with content partners who can add depth and breadth to our offering; to deliver quality for advertisers and readers; and to be current with the now," says Stephens. "We believe that our approach is aligned with what Kenyan audiences are seeking."
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