NAIROBI, June 11 (Xinhua) -- Global conservation body WildAid and Chinese digital TV operator StarTimes on Tuesday signed a partnership deal to raise awareness of wildlife conservation in Africa.

Under the partnership, WildAid and StarTimes will work together to raise awareness on wildlife conservation across StarTimes' broadcast network in Africa.

Luis Lu, StarTimes Group vice-president, said the digital TV operator, which is a bridge between China and Africa, now joins the fight of protecting Africa's wildlife.

"With 25 million users in more than 30 countries, StarTimes will help to make sure that every African people know how priceless their wildlife is," Luis said in a statement.

The two organizations will also explore opportunities in content co-production and ground activities in Africa.

WildAid says it works to reduce global consumption of endangered wildlife products and to increase local support for conservation efforts with high-impact media campaigns featuring some of the most influential voices in the world.

"We are looking forward to producing new local programming on conservation, and getting the message to both villages and cities across the African continent," WildAid CEO Peter Knights said.

The conservation lobby also works with governments and partners to protect fragile marine reserves from illegal fishing, to enhance public and political will for anti-poaching efforts, and to reduce climate change impacts. Enditem

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