Companies

MultiChoice moves to tighten its grip on pay-TV market

DSTV

DStv is facing increasing competition from new entrants keen on having a bigger market share. Photo/FILE

MultiChoice Africa, the owner of DStv, hopes to tighten a grip on the pay television market with a loyalty programme that will reward subscribers for timely payments.

The DStv Rewards programme will be done in a random draw where all subscribers have a chance to win Sh600,000 weekly.

The campaign also features a 10 per cent discount for any subscriber who pays on time and a TV viewing competition where winners will get free DStv access for 12 months.

The firm has maintained a stranglehold on the region’s pay-TV segment for the last 20 years. It has managed to win a loyal following of about six million subscribers in several African countries.

However, in the past three years the sector has received new entrants like Wananchi’s Zuku and StarTimes who have pushed the competition in the sector a notch higher forcing DStv to roll out bouquets that cater for low income earners.

(Read: StarTimes pay TV widens reach to 12 other towns)

“We’re always searching for new ways to add extra value to our subscribers’ lives. Whether through innovative programming, embracing new technology or expanding our operations network, we aim to be the best,” said MultiChoice Africa CEO Nico Meyer.

‘‘This year we’re consolidating all our subscriber loyalty competitions and initiatives into one portfolio called DStv Rewards,’’ he added.

DStv recently moved to diversify its offerings through sale of mobile TV products and the launch of a new service that will allow mobile subscribers to watch satellite television on their handsets at a low cost.

DStv has a number of products with the premium offering retailing at Sh6,800 ($80) monthly while the low-end product goes for Sh499 per month.

Last week, the South African firm partnered with Samsung, in a deal that will see its customers get a free DSTv or GOTv decoder for every purchase of a television set.

To qualify for a free DSTv or GOTv decoder and a one month’s subscription, consumers will have to purchase a Samsung TV set that retails at a minimum of Sh23, 995. 

This means that consumers going for DStv Access bouquet will be able to make savings of up to Sh11,880 per month while those who choose GOTv will save Sh4, 999 being the cost of decoder and one month free subscription.

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