How reality TV shows are setting TV pace in Nigeria

How reality TV shows are setting TV pace in Nigeria


The last five years have witnessed stiff competition from pay-tv companies in Nigeria as they strive to outdo one another with various content on their platforms. With DStv and Startimes leading the competition, consumers have continued to query the value offered in comparison with the subscription pricing. ASSISTANT ENTERTAINMENT EDITOR, GBENGA BADA, writes on how, in the last decade, DStv has gone a notch higher to position itself as the go-to platform for some of the globe’s biggest reality TV shows.

 

The Genesis

For almost two decades, the pay-tv companies have had to settle scores with various contents but sports and entertainment stood out. The leading pay-tv companies fiercely bid for sporting contents, which in turn amass returning consumers, newly converted consumers, and increased subscription rates.

At some point, the competition was fierce between the defunct pay-tv company, HiTV, and DStv over the acquisition of airing rights of the most popular sporting contents, English premiership, and UEFA champions league. DStv eventually won the battle after its major competitor bowed out of the market. Startimes would not be left out as it cupped the airing rights for La Liga amidst other tournaments.

Pricing and competition

While pricing remains a significant topic in not only the Nigerian pay-tv market but also the global market, consumers continue to question the value they get from these cable networks from time to time.

However, with the pay-tv companies working hard to outdo themselves, consumers continue to yearn for more entertaining content.

Until the last decade, when entertainment took the centre stage, sporting contents – most especially football – determined the pay-tv company cashing out in the industry.

From DStv to Startimes, GOtv, My TV, and TSTV, the pay-tv companies upped their game with the introduction of more entertainment content to suffice for the break between the end of the sporting season and kick-off of a new season.

DStv blazed the trail with the introduction of more entertaining channels to cater to more audiences across Africa – it increased the offerings of its flagship Africa Magic brand to over seven. Startimes also wouldn’t be left out of the party as the company acquired several indigenous entertainment channels and infused several entertainment contents dedicated to giving consumers content that seems to commensurate to the pay.

Reality TV show as an edge

Reality TV shows have been researched to be a no-brainer and DStv’s decision to delve into offering the contents has been some sort of magic wand, which it uses on its teeming subscribers.

Not resting on its oars after its discovery, DStv positioned itself to become the go-to platform by exploring more reality tv shows. Endemol’s Big Brother franchise did the magic and DStv has not looked back ever since. The pay-tv company would later go on to adopt the franchise from Big Brother Africa to Big Brother Naija – a move that has gotten consumers glued and loyal to the company.

With reality tv show doing the magic, DStv went further to create and naturalise other franchises that have become part of its winning streak. The shows include Ultimate Love and Nigeria Idol.

The introduction and sustainability of reality shows have continued to keep consumers and convert new ones even as some still compare the value with the subscription rates.

Currently, the competition seems to have been narrowed down to only two pay-tv companies, DStv and Startimes. The two pay-tv giants continue to compete with content offered as well as pricing.

Unfortunately, current competitors, Startimes and My TV have failed to thread the reality show path like DStv. Though entertainment contents on the other pay-tv companies continue to compete, the acquisition and sustenance of flagship contents like BBNaija, Ultimate Love, and now, Nigeria Idol continue to give DStv an edge.

In furtherance, offerings that include reality tv channels like CBS reality, food channel, realtime, TLC and Honey, consolidate and validates DStv’s price for contents offered.

DStv’s edge in the market in correlation with the varied content on the platform makes it increasingly difficult for consumers to quit despite murmurs of increased pricing.

As the world evolves, the pay-tv companies in Nigeria continue to innovate and add new offerings to cater to consumers’ demands. From streaming platforms like Netflix and Amazon prime, which continue to take a part of the market from the pay-tv companies, video-on-demand services also compete for a share in the market.

Rising to the occasion and unwilling to part with a fraction of the market which they already share, DStv and Startimes released their online video-on-demand services.

Showmax by DStv and Startimes ON by Startimes are two dedicated online video streaming service which gives consumers further access to the offerings of the platforms as well as some exclusive contents. The services offered by the pay-tv companies using their video-on-demand services give consumers the opportunity to varied entertainment and sporting contents anytime, anywhere with any devices.



Source link

Comments

Leave a comment

Your email address will not be published.