With the emergence of Continental Satellite Limited (CONSAT), an indigenous pay-TV company, MultiChoice, owners of the Digital Satellite Television (DSTV) is set to explore new marketing options to retain its subscribers in the country.
Currently, a DSTV decoder and dish sell for N15,500, while those of CONSAT go for N15,000. Monthly subscription rates for DSTV are between N3,000 and N11,650, while CONSAT has a flat rate of N4,000.
According to reports, DSTV intend to adopt a downward review of its subscription rates in tandem with that of CONSAT.
A MultiChoice employee in one of the DSTV offices in Lagos, who simply identified himself as Okechukwu, told reporters that there would be 30 per cent crash on all subscription packages after the 2014 World Cup. He said, “The price crash will happen just before the start of the 2014/2015 English Premiership season. “The price crash is simply to retain our customers, especially now that StarTimes seems to be doing well and there is a very strong belief that CONSAT will do better.”
Okechukwu said the belief that CONSAT would do well stems from the fact that its Chief Executive Officer, Mr. Mayokun Okunola, had worked at DSTV and understood the business well. “He (Okunola) also knows the strength and weaknesses of DSTV, and he will, no doubt, capitalize on them and make CONSAT soar,” he said.
When approached by newsmen, Okunola said CONSAT was ready to compete in the market and offer MPEG4 digital compression technology of over 50 channels, and a plan to reach over 100 channels in 2015. “As a key value proposition, CONSAT also offers over 10 quality TV channels to viewers even if their subscription lapses,” he said.
Culled from: http://oodera.com
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