Competition in the pay tv market has assumed a new dimension since the emergence of GOtv and Startimes in the Nigerian entertainment sector, writes Raheem Akingbolu
Since the emergence of GOtv and Startimes in the Nigerian entertainment sector, competition in the Pay tv market has assumed a new trend. The two, which try to democratise the Pay tv market have always competed with ideas and innovative marketing strategies to woo patrons. The market, hitherto dominated by DSTV, prior to the lunch of the two, has witnessed tremendous growth in consumer promotion deployment, brand activation, thematic and tactical creative campaigns and actual share of voice in the media.
To this end, pundits believe that the marketing antics of the two brands in the market would take a while to abate. But the exciting part of the whole episode is that consumers are at the centre of this epic battle.
At the first quarter of this year, MultiChoice introduced two new incentive programmes, DStv THANKS and GOtv WOW, to reward subscribers for their loyalty. The programmes, which started on March 7 helped all DStv, GOtv Plus and GOtv Value customers to have unlimited access to exciting channels offering a range of the latest quality content.
In the last few months, patrons of the brand, who experienced the GOtv WOW, have described it as a rewarding scheme that gave consumers value for their money.
For Mr. Emmanuel Oshin, a Lagos State civil servant, his television viewing experience is akin to that of a guest at a buffet table, offering so much to choose from. A GOtv subscriber since 2012, Oshin is thrilled by the diversity of exciting content offered by the pay-tv service. GOtv, he said, gives his family exciting times together, with something for every member to enjoy.
â€œGOtv gets us spending time together. Channels such as ZeeWorld and Africa Magic are for everybody in my family. I love watching films, while my kids love watching cartoons, which are very entertaining. Every member of the family is taken care of,â€ he said.
His experience mirrors that of Mr. Bankole Ezekiel, also a civil servant and a GOtv subscriber since 2014. Ezekiel believes that the biggest benefit provided by the service is quality family time. Members of his family, he disclosed, are huge fans of the AfricaMagic channels. He is especially excited about the two free additional channels and airtime bonus made available to him through the GOtv WOW reward promo.
â€œI remember that I called my wife with the last airtime bonus I earned and we spent a long time speaking. These days, before my subscription expires, she would have called me to renew it. And with mobile banking services, I renew on the go, sparing me the stress of going to an outlet,â€ he said.
Ezekiel is persuaded that GOtv has revolutionised television-viewing experience in the country by providing, at greatly affordable rates, a vast array of compelling content via the most modern technology platform. This, he said, has made him spoilt for choices.
â€œThere are so many channels available and the service is affordable. I love AfricaMagic channels because of their educative and entertaining movies. I now enjoy unlimited movie hours with several options to choose, unlike in the days of terrestrial TV when movies were at the discretion of the TV stations,â€ he stated.
Mr. Aliyu Shittu, a butcher, finds the Islamic religious channels providing his spiritual diet. As a Muslim, he said that the Islam channel enriched his Ramadan experience. He also enjoys the movies on AfricaMagic Yoruba while his children enjoy cartoons.
Miss Adeyinka, a hair stylist, keeps her customers entertained with exciting programmes on GOtv. Importantly, she never endures boredom during off-peak periods, as she spends time watching movies on the AfricaMagic range of channels. Through GOtv WOW, she has two additional channels and won airtime bonus to connect with her customers and loved ones.
Reacting to this, Managing Director, MultiChoice Nigeria, John Ugbe, said the company was excited about the role of GOtv in various homes. â€œIt is a true testament of our vision to transform the pay television landscape in the country and make digital television services a must â€“ have for all Nigerians. GOtv forms part of our broad-based strategy to contribute to Nigeriaâ€™s digital migration via sensible infrastructure investment and competitive service delivery. We realised that when people think of digital television they immediately imagine it has to be expensive, but this is not the case with GOtv which offers great family entertainment at affordable prices,â€ he said.
With three bouquets – GOtv Plus, GOtv Value and GOtv Lite – GOtv offers subscribers broader and pocket-friendly packages in the market. As a matter of fact, GOtv Lite, introduced in 2017, is said to be the cheapest pay-TV package ever.
â€˜â€™At N400 monthly, N1050 quarterly or N3100 annually, the subscriber has access to 20 world class channels as well as two audio channels, Wazobia FM and Naija FM. GOtv Value subscribers have access to over 40 channels at N1,250, while those on GOtv Plus, at N1,900, can watch 50 channels,â€™â€™ the company had said in a statement.
The affordability also applies to the price of the hardware, which comes with a free one-month subscription at N7,700, a price informed by a desire to provide consumers the chance of joining the digital television revolution.
While GOtv is not the countryâ€™s first digital terrestrial television (DTT) operator, it is believed that the company was the first to move to assist in the countryâ€™s march towards digital migration.