Cautious Optimisms Greet TSTV

“Too early to celebrate I must tell you! Wait a bit until it starts operations and then judge. Etisalat is a cautionary tale” a reader identified as ‘Ned’ writes while calling for caution among other readers over the proposed TSTV launch.

TSTV which stands for Telcom Satellite TV, has since expressed battle ready to wrestle market share from DSTV. It is coming prepared with “Pay-As-You-Consume” plan which every other operator said was not possible in Nigeria before now.

“Pay-As-You-Consume” plan already praised for its simplicity will allow subscribers of TSTV pay for only programmes watched.

DSTV, no doubt, has served Nigerians for a very long period of time. But, TSTV’s entrance is a test of strength and will prove if DSTV has been receptive to the yearnings of subscribers.

DSTV shows live English Premier League matches, which gave it mirage in the market over the years, TSTV has promised to deliver same too. You can also enjoy Live La Liga and Champions League matches on TSTV.

TSTV is partnering Europe-based television station, ABS Global, to launch into the Nigerian Broadcasting Service a Direct-to-Home (DTH) satellite TV from October 1, 2017, with a message centered on ‘Buy Naija and Grow the Naira’ and pay as you use (PAYU) subscription plan.

When fully launched, the pay TV satellite would cover all sub-Saharan African countries and would provide over 200 TV channels to their audience.

According to reader- Peter Fisher, TSTV’s challenge is welcome in the market. Here are his reasons: “DSTV suffers from the same problem most South African entities do in Nigeria. They think they had brought Water to a desert and that they would able to determine and control the market.

“MTN came in and said per second billing was not possible (they were billing per minute in the early days), until GLO entered the market with per second billing. Nigeria (& Nigerians for that matter) is a different ball game from the rest of Africa. We are amongst the most intelligent and capable people on this planet. DSTV thought that this land would be theirs to plunder for eternity. Nigerians will never allow that…. there have been complaints about DSTV for years. Their response has been to increase prices.

“Their refusal to trade-in decoders when upgrading has been a long standing problem. They do not understand that if embrace the needs of the people in Nigeria, no one will bother you, but if you do not, someone will come along who will, and they will be Nigerian!!!

But, ‘Mao1’ would blame perceived problems in the market on those in the collider or powers for their failure to protect indigenous players through policy making. “The biggest problem we have in Nigeria is self interest of those in government.

“There is a lack of understanding that any foreign entrants into our markets are not doing us any favours. The South African economy was near saturation and had nowhere to grow before entering Nigeria. They need us more than we need them!!! We then let them in, with no holds barred, and let them do what they like without any restriction, not understanding that South Africans are amongst the more corrupt businessmen in Africa.

“For example, Shoprite in South Africa only exists in the lower class areas (our equivalent would be in Ajegunle and the like). Shoprite is on the lowest rung of the retail ladder in SA (the top of that ladder includes ‘Game’, Checkers). Shoprite tried to enter Kenya. They were soundly beaten out by a local competitor called ‘Nakumat’, and they had to leave….)

“Unfortunately self interest just keeps killing our potential. How much is enough for these people, who seem not to understand, that if they create the right enabling environment in Nigeria, all (including them) will benefit greatly, and Nigeria will rise to significance globally,” Mao1 said.

‘Ned’ believes that “while the new TV will give DSTV some competition,” however, “ it will be a far cry from real quality and contractual deals reached over period for DSTV to broadcast certain programmes. I was bullish on HiTV and a number of other channels. I was also bullish on Etislat but a friend who was in Airtel told me to give it time. Glo made MTN up its game but has not dethroned it”.

Peter Fisher nods in agreement, adding that “There is one thing that foreign entities in business in Nigeria have, that we are yet to learn…. That is what it takes to grow and ensure the longevity of their product(s). One has to take a wait and see stance with TSTV… DSTV have not spread across Africa because there was no one there… They know how to deliver their products to market. Complacency is their crime… thinking that no one else in Africa could do this.

“I have looked at TSTV’s list of channels, and there is not much to tempt me personally, but it is early days. If their presence does nothing more, than get a better deal for the existing consumer-base in Nigeria (with the pay-as u-use service), that in itself may be considered an achievement. GOTV and AfricaMagic consumers seem to be their primary target for now on the cable TV side…

“But if TSTV up their data capacity offering to say 100Gb+ monthly with the bundled Cable/Data service, this maybe where they will have a winner, giving SMILE, & SWIFT a run for their money as well… Internet-based offerings from NETFlix and other similar services could make up the difference to what TSTV maybe lacking. But for this to happen, 20Gb monthly is nowhere near enough…”

For Tajudeen Adigun, it is let the ‘party’ begin. “That is great! Can not wait any longer to get rid of DSTV! But I hope TSTV will not go the way of HITV”, Adigun writes.

Emeka Okereke even perceived the new entrants as would be the best to happen in the market at the moment. “This will be one of the best things that is happening to Dstv subscribers like me, who have been complaining of price hikes by Dstv at will. Thank God! Let Oct come! I will be the first to migrate; wishing TSTV a very successful entry into Nigerian market. Just maintain quality service/price, friendly strategy as you have said and you have the market. God bless you!”

Franco Byoma is among those excited about the news- “Absolutely fabulous, after 20+ years we have a new entrant champion TStv. Good bye DStv”

But ‘ned has a message for Franco Byoma. He relied thus, “Too early to celebrate I must tell you! Wait a bit until it starts operations and then judge. Etisalat is a cautionary tale”.

Meanwhile, Bright Echefu, managing director of TSTV, during the signing of the multi-transponder agreement with their ABS partner disclosed that their services would offer viewers the experience of HD and SD video, internet services, broadband, TV and radio at a very affordable rate.

According to him, “what makes the project unique is that it would start with 100 channels of local, regional and international in Yoruba, Igbo Hausa, Ghanaian, Sierra Leonean, Liberian Languages among others. It would also provide news, entertainment, education content”.

Highlighting on the technology, Echefu said that the station is based on the HBB TV tech, which is a combination of satellite and internet service for TV service.

TSTv will run on 4.5g network every subscriber will get 20G of data for N3,000 monthly, the data can also be used for video calls conferences with camera and wifi.

Certainly, Nigerians are anxiously waiting for October 1, 2017, the due date for TSTV launch. It could be a big bang in the market.