For many media professionals, losing a job at a major television station can mark the end of a promising career. For John Marete, however, it became the beginning of an entirely new chapter.
After being fired from Citizen TV in 2016 alongside several employees, Marete turned uncertainty into opportunity by launching his own vernacular television station from scratch.
What started as a regional Meru-focused broadcaster would later evolve into a rapidly expanding media empire that now includes:
- Weru TV
- Weru FM
- Mutongoi TV
- Mutongoi FM
His journey reflects how Kenya’s vernacular media industry has grown into one of the country’s most competitive and influential broadcasting sectors.
Today, Marete is widely viewed as one of the most successful independent vernacular media entrepreneurs in Kenya.
Early Life and Education
John Marete was born and raised in Meru County, where he spent most of his childhood and teenage years.
Passion for Media and Film
From an early stage, he reportedly developed strong interest in media and communication.
That passion later pushed him to relocate to Nairobi to pursue higher education.
Studying at Kenyatta University
Marete enrolled at Kenyatta University where he studied Mass Media and Film Production.
The course equipped him with technical and production skills that later became central to his broadcasting career.
After graduating in 2010, however, securing employment proved difficult.
Joining Citizen TV
Like many young graduates entering Kenya’s media industry, Marete initially struggled to find stable work.
Breaking Into Mainstream Media
According to accounts associated with his story, it took approximately one year after graduation before he secured employment at Citizen TV.
At the time, Citizen TV was already one of Kenya’s most dominant television stations with nationwide influence.
Rising Through the Ranks
Marete’s technical expertise and work ethic reportedly helped him rise rapidly within the organization.
By the end of 2014, he had reportedly been appointed Head of Camera at Citizen TV.
The promotion reflected growing recognition of his production capabilities within one of Kenya’s largest media houses.
The 2016 Dismissal
Despite the career progress, Marete’s journey at Citizen TV came to an abrupt end.
Losing His Job
In February 2016, he was reportedly dismissed alongside several other employees.
For many professionals, losing a stable job in Kenya’s competitive media sector can create enormous uncertainty.
Turning Crisis Into Opportunity
Rather than retreating, Marete reportedly decided to use his technical skills and industry experience to create his own media platform.
The decision would later transform his life entirely.
Conducting Market Research Before Launching Weru TV
Before investing in a television station, Marete reportedly spent months studying the market carefully.
Understanding Audience Gaps
He conducted a market study lasting approximately five months.
The research focused on identifying gaps within Kenya’s vernacular broadcasting space.
The Vision Behind Weru TV
Marete realized that many residents in the Mt Kenya region wanted media content rooted in their language, culture, identity, and local concerns.
That insight became the foundation of Weru TV.
The station would primarily target the Ameru-speaking population and broader audiences within the Mt Kenya region.
Launching Weru TV
In December 2016, Marete officially launched Weru TV.
Entering a Competitive Market
The station entered a vernacular broadcasting market already occupied by outlets such as:
- Baite TV
- Meru TV
However, Weru TV quickly distinguished itself.
Rapid Regional Growth
The station reportedly became highly popular within the region because of its strong focus on:
- Local news
- Vernacular programming
- Cultural identity
- Community issues
- Entertainment
By emphasizing regional relevance, Weru TV rapidly built loyal audiences.
Why Vernacular Media Became So Powerful in Kenya
Marete’s success reflects broader changes within Kenya’s media landscape.
Audiences Want Local Identity
Over the past two decades, vernacular stations have grown rapidly because many audiences prefer consuming content in familiar languages.
Vernacular broadcasting creates stronger emotional connection through:
- Language familiarity
- Cultural relevance
- Community-centered storytelling
- Local identity representation
The Decline of One-Size-Fits-All Broadcasting
National stations often struggle to connect deeply with regional audiences.
Vernacular media fills that gap by focusing on community-specific concerns and everyday realities.
Expanding Into Radio With Weru FM
After the success of Weru TV, Marete quickly expanded.
Launching Weru FM
In June 2017, he launched Weru FM.
The station broadcasts in the Ameru language and targeted audiences without access to television.
Recruiting Popular Media Personalities
To strengthen the station quickly, Weru FM recruited well-known presenters including:
- Rita Kanorio
- Makena Materi
Both had previously worked at Muuga FM.
This strategy gave the station immediate visibility and credibility.
Becoming a Leading Meru Radio Station
Weru FM reportedly grew rapidly into one of the most listened-to vernacular radio stations in Meru County.
Why Radio Still Matters
Despite digital growth, radio remains one of Kenya’s most influential media platforms because of:
- Accessibility
- Affordability
- Rural penetration
- Language flexibility
- Strong audience loyalty
Vernacular radio stations especially dominate regional markets.
Community Influence
Stations like Weru FM often influence:
- Local politics
- Cultural conversations
- Agriculture discussions
- Community mobilization
- Business advertising
Their role extends beyond entertainment alone.
Expanding Into Ukambani With Mutongoi TV
After capturing audiences within the Mt Kenya region, Marete expanded into Eastern Kenya.
Launching Mutongoi TV
In April 2021, he launched Mutongoi TV.
The station broadcasts primarily in the Kamba language and targets audiences across Ukambani.
Why He Chose the Kamba Market
Reports indicate Marete’s wife comes from the region, giving him deeper understanding of the audience and culture.
The channel focused heavily on:
- Vernacular news
- Health education
- Agriculture
- Entertainment
- Community affairs
This localized approach mirrored the strategy that made Weru TV successful.
Regional Expansion Through Signet Platforms
Mutongoi TV reportedly became available through Signet platforms across several counties including:
- Nairobi
- Mombasa
- Kitui
- Machakos
- Makueni
- Taita Taveta
This broader distribution helped the station expand beyond traditional regional limits.
Growing Audience Loyalty
Audiences often respond strongly to media platforms that speak directly to their identity and daily experiences.
Mutongoi TV capitalized on that dynamic effectively.
Launching Mutongoi FM
Marete continued expanding aggressively.
Building a Full Media Network
In December 2021, he launched Mutongoi FM.
The station broadcasts in the Kamba language and entered an already competitive vernacular radio market.
Competing With Established Stations
Mutongoi FM began competing with stations such as:
- Mbaitu FM
- Musyi FM
- Syokimau FM
Despite entering a crowded market, the station reportedly grew rapidly.
Why Vernacular Media Is Booming in Kenya
Marete’s story reflects the extraordinary rise of vernacular broadcasting nationwide.
Language Creates Audience Loyalty
Audiences often trust media outlets speaking their native language more than distant national broadcasters.
This creates stronger listener and viewer engagement.
Advertising Opportunities
Vernacular stations also attract local advertisers seeking direct access to regional audiences.
Businesses targeting rural and semi-urban consumers increasingly invest heavily in vernacular media advertising.
The Entrepreneurial Lessons From John Marete
Marete’s journey contains several important lessons about entrepreneurship and resilience.
Losing a Job Does Not End a Career
His dismissal from Citizen TV became the trigger for much bigger success.
Many entrepreneurs build successful businesses only after career setbacks force reinvention.
Research Before Investing
Instead of launching blindly, Marete reportedly spent months studying the market before creating Weru TV.
That preparation likely contributed heavily to the station’s rapid success.
Understanding Underserved Markets
His success came from recognizing underserved regional audiences rather than competing directly with mainstream national television.
Challenges Facing Vernacular Media
Despite rapid growth, vernacular broadcasters also face major challenges.
Read Also: Everlyne Muthoni: Kenyan Owning School in Dubai
Competition and Sustainability
The sector has become increasingly crowded as more stations emerge nationally.
Broadcasters must compete for:
- Advertising revenue
- Audience attention
- Presenter talent
- Political influence
- Distribution infrastructure
Political and Regulatory Pressure
Vernacular stations sometimes face scrutiny because of their influence during elections and regional political mobilization.
Maintaining credibility and responsible broadcasting therefore remains important.
FAQ
Who is John Marete?
John Marete is a Kenyan media entrepreneur and founder of Weru TV, Weru FM, Mutongoi TV, and Mutongoi FM.
Where did John Marete work before starting his stations?
He previously worked at Citizen TV and reportedly served as Head of Camera before leaving in 2016.
When was Weru TV launched?
Weru TV was launched in December 2016.
What language does Weru FM broadcast in?
Weru FM broadcasts primarily in the Ameru language.
What is Mutongoi TV?
Mutongoi TV is a Kamba-language television station launched by John Marete in 2021.
Why are vernacular stations popular in Kenya?
They connect strongly with local audiences through language, culture, and region-specific programming.
Conclusion
John Marete’s rise from a dismissed television employee to the founder of a growing vernacular media empire reflects one of Kenya’s most compelling entrepreneurial media stories.
Instead of allowing job loss to define his future, he identified underserved audiences, conducted careful market research, and built platforms deeply rooted in local language and culture.
Through Weru TV, Weru FM, Mutongoi TV, and Mutongoi FM, Marete has become a major force within Kenya’s vernacular broadcasting industry.
His story also demonstrates the growing power of regional media in shaping conversations, preserving cultural identity, and creating business opportunities outside traditional mainstream broadcasting networks.
Most importantly, it shows how setbacks can sometimes become the foundation for even greater success.
Read Also: TSS: Rise and Fall of Mombasa Billionaire
