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DStv Expanding the Viewership of New Football Season

Dstv expanding viewership of new football season
Reports point to the fact that pay TV
penetration rate has remained alarmingly low in Africa when compared
with penetration rates in more mature markets,

despite the increasing
technological advances. The lack of basic infrastructure, including
incessant power outage, among other socio-economic factors, is largely
responsible for the low household TV penetration in sub-Saharan Africa.

A
report published by Dataxis, a global firm specialising in telecom, TV
and media information, shows that TV households penetration in Africa,
which stood at 114 million in 2015, will reach 159 million in 2021, a
figure which is far below penetration rate in some other countries
across the world.
Despite the daunting digital divide,
people have continued to exploit the available options to keep
themselves abreast with knowledge, information and entertainment. For
instance, football, which is a unifying factor, has continued to
strengthen bonds amongst Nigerians despite the dwindling fortunes of the
national team in recent years. The passion of Nigerians for football is
firmly expressed in the manner in which football fans troop to bars and
“viewing centres” in droves to watch European league matches on high
definition broadcast by popular sports channel, SuperSport.
With the 2016/17 Premier League (PL)
underway, one can expect that football loving Nigerians will be on the
edges of their seats to catch every action of the season as Manchester
United’s Jose Mourinho, their city rival, Manchester City’s Pep
Guardiola; Chelsea’s unpredictable coach, Antonio Conte; and former
Borussia Dortmund gaffer, Liverpool’s Jurgen Klopp, including the
longest serving coach in the EPL, Arsene Wenger of Arsenal FC are sure
to make this season explode with excitement. Little wonder football
pundits have described this season’s Premier League as the ‘clash of
titans’. The league certainly presents a tough challenge for all the
teams and it is definitely something worth watching in the comfort of
one’s home. Moreover, the excitement created by underdogs, Leicester
City, winning the league last season is expected to bring a new flair to
the PL, further underlying the stiff competition and excitement the
league brings.
 Recognising Nigerians’ emotional bond with football, MultiChoice Nigeria
launched the ‘Live Your Dream’ campaign to celebrate the passion,
perseverance and determination of Nigerians to achieve their dreams
against all odds. In this campaign, they sought no other than football
star, Odion Jude Ighalo who is currently a top striker for English
football club, Watford and the Nigerian national team. According to the
company, Ighalo’s grass to grace story formed the perfect backdrop for
the campaign. They believe that his energetic display and results on the
pitch will inspire Nigerians as they work on achieving their dreams as
exemplified by Ighalo’s rise from the backwaters of Ajegunle to the
plush grounds of vicarage road in Watford FC, England.
Managing Director, MultiChoice Nigeria,
John Ugbe, on the Live Your Dream campaign said “Ighalo’s rise to
football stardom has been a source of inspiration to many. His passion
and performance in the game have made him well respected both home and
abroad. As a brand, we went down memory lane with Ighalo and found how
he was able to live his dream from the streets of Ajegunle to the tables
of the Premier League.”
With this campaign, MultiChoice further
reiterates its value proposition on its DStv Compact bouquet. The
Compact bouquet has been going through continuous modifications to
provide existing customers including potential subscribers to key into
the world of premium sport entertainment as well as music, fashion and
movies on high definition at an affordable rate of N6,000 only.
In July last year, the leading video
entertainment company introduced additional channels, to further enhance
the value of the Compact bouquet, some of which include Africa Magic
Igbo, Africa Magic Urban, BBC Brit, CBeebies, Eva, M-City and Zee World.
A more recent occurrence was the addition of FOX channel, a global
entertainment channel that prides itself with bringing ‘The Best,
First’, with award-winning, ground-breaking and critically acclaimed
programming. “The overarching objective is to expand the reach to a
wider audience, creating new fans of its riveting entertainment in the
African market”, says Martin Mabutho, General Manager, MultiChoice
Nigeria.
Most exciting of all is that with the
Compact bouquet, viewers can catch live action of the best of English,
Spanish and European football leagues from the comfort of their homes on
two recently introduced SuperSport channels; SuperSport 11 and
SuperSport 12, dedicated to showcasing the Premier League and La Liga
respectively at no extra cost.
The move by the foremost entertainment
company to repackage the Compact bouquet also involves a slash in the
price of its Explora decoder, which comes with a dish and one month
Compact subscription for only N30,000 while the Zapper HD decoder, dish
kit plus one month free Compact subscription goes for only N9,999. This
is a significant development that seeks to empower many more people to
access premium content on high definition. It is believed that with this
new offering from MultiChoice, the revamped Compact bouquet will help
boost pay TV household penetration rate across many communities in
Nigeria in line with the trends worldwide: when costs of access drops,
many more people are empowered to enjoy a service or product.
John Ugbe, speaking on the new offering
said, “As a customer-focused organisation, we understand that
subscribers’ needs are not all the same, and the economic headwinds they
are confronted with might differ. As such, it is in appreciation of
this diversity that the compact bouquet was introduced to cater for the
down market. DStv subscribers can now pay less to enjoy more.” John says
further that the value proposition of the Compact bouquet is a
consequence of evaluation of the market, including peculiar needs of
MultiChoice’s customers and potential subscribers, adding that the value
customers will get far outweighs the monthly subscription.
In view of the aforesaid, it is possible
to assert that based on the humongous amount of content available to
DStv subscribers on Compact bouquet, MultiChoice is urging everyone to
live out their dreams by taking advantage of its platform and see their
dreams become a manifest reality.
A Lagos based industry pundit, Lateef
Balogun sums it up saying the efforts of the pay TV Company was worth
applauding. “It is a good move from the company. Times are really hard
these days and the fact that MultiChoice recognises this is good. You
know how important we Nigerians take football. It is a relief to know
that despite the economic challenges, we can still return to our homes
to watch our favourite teams with PHCN allowing us”, he said.
 Source:Thisdaylive

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