If TSTV Must End DSTV’s Pay TV Reign

“Are you ready to pay less for something bigger?” These are the words that hit you when you visit the website of TSTV, the new pay TV in Nigeria.

It’s been a frenzied couple of weeks for cable TV subscribers in Nigeria. The news of a new entrant to the satellite TV market, Telecoms Satellite Television (TSTV) has been heralded in no small measure.

Finally, a competitor for Digital Satellite TV (DSTV) which has enjoyed an unbelievable monopoly since its foray into the Nigerian market in 1995.

Before the introduction of TSTV, there have been other cable TV operators who have attempted to challenge DSTV’s dominance in Nigeria, but all have fallen by the wayside for one reason or the other.

HITV, which came closest to breaking the South African Satellite Television’s monopoly lost their way and eventually became history after losing the rights to air the English Premiership and Champions League matches; the major factor that had had many jettisoning DSTV for it at the time.

And since then, DSTV has once again held sway as the undisputed Kings of pay Television with 1.5 million subscribers (accounting for 40% of its 11 million subscribers in Africa) in Nigeria

Now, TSTV is here, and with all the promises and prospects that has got cable TV subscribers in Nigeria excited, and if the comments on social media are anything to go by, it’s safe to say that most people will not hesitate to dump DSTV for TSTV who have caused a stir with their modest rates.

What’s interesting is the fact that the indigenous operator is offering to give Nigerians the exact same things they have clamoured for from DSTV over the years. Top on the list is a satellite Television that only charges for what viewers watch.

TSTV’s market entry strategy was brilliant. They simply appealed to the emotional side of Nigerians who have long been disgruntled with DSTV’s services by offering premium pay TV services at a far more affordable rate. Their early adoption of social media (particularly Twitter) also ensured heightened anticipation amongst would-be subscribers even before the official launch on October Ist.

What’s more? TSTV is owned by a Nigerian, a reality that has the populace even more determined to support their own, especially in a sector where they have felt ripped off by a foreign company for too long.

The prospects of getting complementary internet facilities (apart from the array of channels) which can be used to browse, and make video and conference calls at a cap price of N3,000 monthly is a fantastic attraction for anyone, seeing that the cost of data is still on the high side in this part of the world. This offer means that TSTV subscribers will have an alternative to their mobile data and internet bundles.

For long, Nigerians have been dissatisfied with paying cutthroat rates for channels they don’t even watch. If TSTV fulfills their promise of charging strictly based on what is consumed, then it will undoubtedly be the darling of Nigerians for a long time to come.

TSTV has all the goodwill any new business can ever hope to receive from the government and people of any society. The 3-year tax holiday extended it by the federal government is also a major boost for the new company as it attempts to succeed where others have failed.

There’s no doubt that the new cable Direct-To-Home TV providers have what it takes to become number one.

TSTV have only one job – To Stay true to their promises.

We curated some social media comments on the topic:

Social Media Comments

Facebook

Mallam Sanusi Akeem Abiola: Can’t DSTV say a word to this new development about TSTV? I bet it, they won’t. We have gotten our freedom from all your extortions. We are sick and tired of DSTV. Nothing is free on DSTV except NTA, not even other local and indigenous channels. You guys suck!! Welcome TSTV!!

Richard Bokko: DSTV stop cheating us. We want pay-as-you-consume

Godwin Akpan: DSTV, going by the comments, it is crystal clear that Nigerians are not happy with your charges and the service you provide. Can you review your charges downward and also make it pay as you go? It will endear more Nigerians to you.

Twitter

@Tobbey-mars: Dstv has been scamming Nigerians for more than a decade, their time is over now

@OluJason: Ist October 2017, the year Nigeria gained digital Television independence

@DolapoLagos: Now that TSTV has been finally launched, I can now be using my DSTV dish to pick beans or spread onions.

@UncleDemola: Now that TSTV has been launched officially, we can now use our DSTV dish to cover our generators

Instagram

@zimena01: Hoping TSTV sends you guys packing

@angyspark4: So I pay N6,300 for compact bouquet, and I can’t even watch one single champions league match??? @dstvnigeria this is so poor!!! I can’t just wait for TSTV to launch!!!

@mr_awotade: I paid for full bouquet and I can’t even watch the carling cup matches…not nice at all. Well, I am patiently waiting for TSTV

 

TSTV’s Market Entry Strategy

TSTV deployed what has been tagged the “5,000 Penetration Strategy”, and there are plans to execute it in 3 ways;

  • N5,000 Purchase Price; Involves pegging the purchasing price of the entire TSTV set up (which includes the decoder, indoor antenna, remote control and one month free subscription) for N5,000. This is to ensure that it fulfills its promise of being affordable for as many people as possible.
  • Gifting 5,000 decoders and satellite dishes, as well as free installation to selected persons in different regions across the country. The idea is for the recipients of the free package to be automatic lifelong promoters of TSTV Africa, thereby helping the brand gain more customers
  • Employing 5,000 Nigerians: This strategy aims at hiring 5,000 Nigerians to reduce the unemployment rate

 

 

Target Market

TSTV Africa is targeted at Nigerians in the B, C1 and C2 socio-economic class, who are the upper and lower middle class Nigerians.

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