Nigerians are extremely delighted with the news of the launch of another pay TV, TStv, which has been touted as one that would help end consumers’ dissatisfaction with Multichoice Nigeria – operator of DStv and Gotv.
As happy as Nigerians are about the development, the sad news is TStv may not be able to stand the competition of DStv, if it is relying solely on the solidarity of the people.
The Pay-tv market is not driven by patriotism but the availability of capital to close deals and quality of contents.
To the consumers, content is the main determinant of choice of pay-tv, and not necessarily the cost as being floated across the social media. This can be observed in the trend established by Kwese tv in its quest to unseat Multichoice as the favourite pay-tv in Africa.
The level of dissatisfaction for Dstv and Gotv will surely make a lot of Nigerians to jump to TStv, but if TStv fails to play the game right, it may end up like HiTV.
TStv is surely going to face a stiff competition from Multichoice Nigeria given its current market spread, infrastructure and liquidity leverage to close content deals. As a result, these are things TStv must settle to keep the competition up and going.
- Quality and New Contents
In Nigeria, pay-tv consumers don’t joke with their purchasing power, it is simply for value. This explains the reason some households are still subscribing to DStv or GOtv when their are multitude of substitutes (DaarSat, Consat tv, ACTV, Startimes among others).
Thus, the demand for effective and efficient delivery of value satisfying contents is a right, not a privilege. There is a chance for rigging in the industry, quality content is what you need to keep the company going.
- Ensuring effectiveness and efficiency of the IPTV (streaming) option
One of the rumoured stakeholders in the ownership structure of TStv is Strive Masiyiwa, the founder of Econet and Kwese tv. This, thus, provides an opportunity for the new provider to leverage on sister company to expand capacity and coverage in Nigeria.
The strength of broadcast is capacity and coverage.
TStv must ensure its IPTV option produces high-quality imagery with the poorest broadband rate in the country. This would add value to the use of internet options attached to their programme pricing packages.
- Distribution and accessibility
Though content is the king, distribution is sometimes as important as the content for a service company. Hence, TStv must ensure there are multi-platforms which willing consumers can use to reach the company.
TStv mini-workstation must be available in major urban and suburban cities in Nigeria. The company cannot afford to only be in Abuja, without a more visible presence in Lagos at it is at present.
- Good Customer service system and engagement
One major sin that most Nigerians find hard to forgive Multichoice Nigeria is the poor customer service system and engagement by the company. As a result, a customer engagement is one thing the company must set up before its launch on October 1, 2017.
One minor after-sales services or customer care can cost your subscription of the customer and others close to him/her.
Quick response to enquiry and adoption of a 24-hour customer care service should be considered as an entry strategy.
CREDITS: Business Insider