1. COMPETITION SURVEY OF THE
PAY TV MARKET IN NIGERIA:
MONTAGEAS A QUALITY ALTERNATIVEPAYTV PROVIDER

2. TABLEOFCONTENT
1. DIGITAL SATELLITE BUSINESSIN AFRICA-NIGERIA
2. PROGRESSIONAL FLOW OF DSTV
3. GOTV
4. STARTIMES/STARTSAT
5. CONSAT
6. MONTAGE CABLE TV
7. SWOT ANALYIS
8. RANDOM QUESTIONS
9. OPTIONSTO CONSIDER FOR THEATTRACTION, MAINTAINAMCEAND
ACQUCISTION OF CUSTOMERS

3. ●COUNTRY ●REVENUE GENERATED-
$
●Nigeria ● 7.2 million
●Turkey ●2.9 million
●South Africa ●2.5 million
●Kenya ● 2.2 million
DIGITAL SATELLITE BUSINESS IN AFRICA-NIGERIA
Pay-Tv business is technical, a big project and requires deep pocket. But investors with such deep purse will plunge into it in markets such as Nigeria with large
population and growing middle class. Some of the pay operators in Nigeria include, DSTV, STARTIMES/ START SAT, GO TV,ACVT and MONTAGE CABLE TV.
The South African MultiChoice, operators of DStv with its Nigerian local partner’s vision, entered the Nigerian market and operated for 20 years unopposed as one
of the best pay TV providers. Since then and with its offering in entertainment and sports, it has continued to keep Nigeria and Africa connected in real time with
the world through the DStv platform. Its various contents which appeal to diverse audience have boosted the Nigerian subscription level to the platform.
The Nigerian market is huge, accounting for a large size of MultiChoice operation in Africa. The Pay TV company has also launched GoTV that offers bouquet for
N1,000. According to a survey by Digital TV Research, pay revenues from sub-Saharan Africa this year will come in at US$3.6 billion.
The research found out that “Middle East and Africa will have a total of 89.3 million digital TV households by end-2014, up by 12.4 million during the year and up by
32.4 million since 2010. Free-to-air satellite TV will become the most popular platform in 2014; overtaking the declining analogy terrestrial total”.
Generated revenue of DStv can be summarized as thus:

4. In 2005, an indigenous firm, Entertainment Highway Limited (HITV), perhaps through research which revealed the upbeat Nigerian market in pay-
TV opened office for pay-TV service.
HITV was a wireless digital terrestrial platform that started with about 24 channels including CNN, Al Jazeera, BBC World, LBC International, God
Africa, MTV Base, Fox Sports and Nickelodeon. It also created channels such as Hi-Sports, Hi-Ovation, Hi-Nolly, Nigezie, Hi-KIDS, Hi-Mix and Hi-Biz.
While the platform was offering movies and news channels, the eyes of the managers of HiTV were on the EPL which they believed was a cash
cow. Their strategy was to provide subscribers with lower rates and to obtain EPL to drive that process. Consumers were of the opinion that
sports rights were solid rock for successful pay-TV business.
Analysts believed that HiTV entered the market, whether right or wrong, with an intention to compete and rival competition. This could be a good
marketing strategy but it did not sustain this drive. In 2007, it acquired EPL right at $28m (N4.5bn) for three seasons spanning 2007 to 2010.
In 2010, it bided for the right at about $100m and paid initial N40m non-refundable. The managers were given a certain period to complete the
money which they could not and the right was given to the second bidder MultiChoice. The loss created an operational problem for HiTV.
Other pay-TV networks such as StarTimes and DaarSat are operating quietly without such a rat race struggle or showing desperation to compete
against the dominant Dstv.

5. PROGRESSIONAL FLOW OF DSTV
1986, Pay TV coame to South Africa with an analogue, single –channel service, M-Net, was launched by Nasper
1995, Multichoice announced that it was launching a new digital, satellite service in South Africa and, on 6 October 1995, DStv was officially
activated to subscribers. The original video channel bouquet consisted of 17 channels: M-Net, MGM Channel, Turner Classic Movies, TNT Sci-Fi
Universal, SuperSport, ESPN, SelecTV, Travel Channel, KTV, Cartoon Network, BBC World News, CNN International, Sky News, Rhema
Network, MTV, VH1 and TV5Monde.
2000, Launch of W4 Eutelsat satellite with Ku-band services to sub-Saharan Africa (Nigeria inclusive)and the Indian Ocean Islands.
2001, Launch of Indian and Portuguese bouquet.
2002, Launch of Interactive Television.
2003, Dual View decoder launched.
2005, The DStv PVR decoder and DStv Compact is launched. DStv Premium subscribers South Africa cross the 1 million mark.
2006, MultiChoice launches BBBEE Share Scheme, Phuthuma Nathi.
2007, Launch of DStv Select and of entry bouquet DStv EasyView.
2008, Launch of DStv's first High Definition decoder the HD PVR, XtraView
and the first HD channel, M-Net HD.
2009, HD channels - SuperSport 1 HD, Discovery HD Showcase are launched.
2011, DStv BoxOffice & DStv Mobile launched.

6. 2011, GOtv, a new digital pay television offering on digital terrestrial television platforms is established in a number of countries in Sub-Saharan Africa.
2012, DStv launched a new satellite in August Intelsat 20 shuffling the channel numbers and offering subscribers 8 new HD channels from 1 October:
§ M-Net Movies Premier
§ M-Net Movies Comedy
§ M-Net Movies Family
§ M-Net Movies Action +
§ M-Net Movies Romance
§ M-Net Movies Showcase
§ M-Net Series Showcase (is a dedicated Series Channel first Fresh HD Series )
§ Studio Universal HD
§ 2 new Africa Magic channel
2013, Multichoice adds FoxHD to (DStv Premium package only) and kykNET & Kie (DStv Family, Compact, and Premium packages). It also launched a new DStv
Family bouquet[
2013, DStv subscribers across Africa reach 6.7 million, with 4.5 million within South Africa.
2013, Multichoice launches its next-generation PVR decoder, the DStv Explora to Revolutionise TV in SA
2014, African channels discontinues their old channels and replaces them with Africa Magic Showcase, Africa Magic Family and Africa Magic World.
2014, The new channels, Lifetime, Nicktoons, Nick Junior, Vuzu Amp, M-et Edge and Glow (167) are launched
2015, The new channels Zee World, Glow TV, BET International, AMC, , EVA ,ITV Choice ,M-Net Family .
2015, BBC Worldwide announced the launch of 3 BBC channels on Multichoice Africa:
§ BBC Brit replacing BBC Entertainment channel 120 and will be available on DStv Premium, Extra, Compact Plus, Compact on 1 September.
§ BBC Earth HD replacing BBC Knowledge channel 184 and will be available on DStv Premium on 1 September.
§ BBC First as a new channel 119 on DStv Premium on 18 October.
Alongside BBC World News and the new additions to DStv Compact BBC Lifestyle and Cbeebies.
2015-2016, The launch of ID Xtra on DStv from 5 January 2016 to replace Investigation Discovery.
2016, TBN launches on DStv replacing Rhema tv from 4 March.

7. GOTV
Gotv is a pay TV service offered in Africa by Multichoice Africa. Unlike the other pay TV service from Multichoice Africa (DSTV), which is
satellite based, Gotv is terrestrial digital TV service. Reducing the stress of installation and ultimately the reduction in access cost. Gotv
is currently available in select cities in Nigeria, Zambia, Uganda, Ghana, Malawi, Namibia, Zimbabwe, and Kenya. With as low as N6,900,
38 channels can be accessed inclusive of the Gotv decoder, antenna, and 1 month free GOtv plus subscription. GOtv utilises the latest
Digital Terrestrial Broadcast Technology, DVB-T2 and the service is deployed through TV masts and accessible only in locations with
GOtv transmitter coverage. The broadcast method is similar to that used by the likes of NTA and AIT, but is digital with better quality
audio and video. Perhaps the closest
service to Gotv is Startimes. GOtv is currently available in the following cities in Nigeria and in some cases their environs:
• Lagos
• Enugu,
• Ibadan,
• Abeokuta
• Benin City
• Owerri
• Akwa Ibom
• PortHarcourt.
The low cost of purchase and installation which is one of its major advantages, is a plus for GO TV users as well as the fact that channels
that are most sort after available on the platform. Channels available appeal to children of all grades and both parents, thus encouraging
quality family entertainment and owing to the fact that it is not transmitted via satellite, it is rarely affected by bad weather.

8. Some channels available on the GOtv package include:
Africa Magic (World, Movies, Yoruba, Hausa)
• Al Jazeera
• BET
• Discovery World
• E! Entertainment
• KidsCo
• Channel O
• Super sport Select Sport
• Sony Max
• Sound City
• Style Network
• Silver bird
• AIT
• NTA
and so on
GOtv Plus features all GOtv channels with some exclusive channels. Some exclusive channels on GOtv Plus include:
§ CNN
§ Disney Junior
§ MTV Base
§ Telemundu
§ National Geographic Wild
§ Sony Entertainment TV
§ Super sport Blitz
(Channels in bold fonts to emphasize most sort after channels)

9. STARTIMES/STARTSAT
Startimes came up five years ago before GO TV Star Times is owned by NTA Star TV Network LTD. The normal Startimes decoder costs N3,390,
while the HD Startimes decoder cost N4,390.
Startimes has 4 bouquets, with the Nova bouquet with 28 channels at N600 per month, the Basic bouquet at N1,200 per month with over 35
channels, the Classic bouquet with over 55 channels at N2,400 per month, and the Unique bouquet with over 70 stations at N3,600 per month.
According to Maxwell Loko, director, Television Enterprises, “Star Sat will offer subscribers choice in their TV viewing at an affordable price
through packages that are streamlined to suit their pockets and viewing preferences. Its content offerings would include movies, news, series,
kid’s programmes, music, gospel, documentaries, sport, lifestyle, telenovelas, and others”.
By 2015, Start Sat launched five educative and entertaining digital television channels; Iroko Play, Iroko Plus, AMC Series, Star Zone and Star
Sport Focus
Iroko TV channels are top-class online subscription-based entertainment platforms with lots of local movies for the youth and women. Iroko Play
brings the best of Nollywood classic, mid recent movies and other entertaining Nigerian programmes to viewers while Iroko Plus shows block-
buster Nollywood movies that are fresh and very recent. It is also dearly loved by young women, students and youths who appreciate Nollywood
and general entertainment. With Iroko TV's launch on Star Times, Iroko play and Iroko Plus will be accessible all over Africa exclusively for
StarTimes viewers and in the first year alone, viewers will be treated to over 250 high quality titles and 250 episodes of magazine shows.

10. AMC Series channel offers interesting local drama, particularly the best of African and international black dramas
while Star Movies Zone thrills viewers with generic content for all, including Novela series, Hollywood series,
Magazine shows and some children programmes. It features Hollywood action movies and acclaimed African films,
popular Novela, series and comedies; variety and talk shows.
Star Sport Focus is an exclusive sports news bulletin channel. It can be viewed on both StarTimes (channel 250) and
on StarSat (channel 240). This new channel is available on all StarTimes and StarSat bouquets, the company said.
The channel offers subscribers a fast-paced overview of sports as a whole, and brings to viewers a 90-minutes
sports news content block daily and content for magazine shows. Viewers can also watch the best action of top
leagues in Africa, La Liga, Bundesliga and many more on Goalissimo

11. 72 channels are available for the Unique Premium bouquet, 60 for the Classic bouquet and then about 50 channels for the
Basic bouquet with digitalized transmission.We now have NTA News 24, NTA Sports 24, NTA Knowledge, NTA Parliament,
NTA Entertainment and NTA Language which is broken into three to get NTA Hausa, Igbo and Yoruba.
Noting the importance of local content, Mr Joshua Wang, chief executive office, NTA STAR TV, said, “…we are committed to
ensuring that StarSat offers a diverse range of rich content bearing in mind the Nigeria Broadcasting Corporation’s, NBC,
requirement by ensuring that we give Nigerians access to some percentage of local content, while ensuring they also are
provided with a diverse range of international content to give them an wholesome digital television experience.
There are currently there bouquets available on Starsat The StarSat HD Decoder costs only 12,600; the price includes the₦
satellite dish, decoder and one month Subscription. Nigerians can enjoy a bumper promo package as StarSat is launched with
just N12, 600 + 3 months Super Bouquet with Indian Channels starting from 13th August – 5th of October,2015

12. CONSAT
Continental Satellite Limited - Consat is also a DTH transmitting pay TV Company, indigenously owned with the aim of providing an alternative to
what is obtainable. The system comes with a 90cm dish, decoder, smart card, and dish accessories. The smart card is married to the decoder when
activated.The frequency is 11293 and symbol rate 45000 H. Eutelsat’s 16° East orbital position
The Consat Bouquets are
1. Free-to-View – N1,000 a year, has 29 channels
2. Basic – N1,000 a month, has 40 channels
3. Mini Premium – N2,000 a month, has 55 channels
4. Premium – N4,000 a month, has 66+ channels
Mayokun Okunola, the CEO of Continental Satellite Limited who previously worked at DStv and with the fore knowledge of the business believes
that “Content is key to the industry”. Continental Satellite Limited made CONSAT subscription is priced N4,000, while decoder and dish is
N14,999.
On the entry of CONSAT, Caroline Oghuma, PR manager for DStv said ‘at MultiChoice Nigeria we welcome competition. Fortunately, the
government has provided an environment that encourages the co-existence of service provider. Ultimately, it’s to the benefit of the consumer as
they now would have options”.
Some of the available channels are:
TVC Nolly (English)TVC Movies (Yoruba),TVC Movies (Hausa),Yoruba Swagger, Al-Jazeera
Fashion TV,BET, Viasat Nature, Viasat History, Viasat Explorer, Fox Business Fox News BBC, Optima Sports,
Sport Plus, Moto vision, Euro sports News, Nickelodeon, Europe ,Film Box ,Arthouse, Fight Box and more

13. MONTAGE CABLE TV
Montage is a privately owned Digital Satellite Television company, providing credible quality alternative Family Entertainment,
Lifestyle, Movies, Sports, Inspirational, Kiddies Channels and more for the West African Sub-region Television viewing market.
Commercially launched on the 1st of April 2014,Montage stands as a credible quality alternative TV viewing population in the
West African Sub-Region leveraging on cutting edge technology and quality programme contents.
At the core of Montage’s setup is a desire to encourage quality family time through Television viewing. The platform, our choice
of contents is guided by the above principle hence our focus on quality credible alternatives for Family Entertainment, Lifestyle,
Movies, Sports, Inspirational and Kiddies Channels.
The Montage start up packs goes for N10,500 with a monthly subscription of N3,500 for a single tire bouquet of 40 channels as
opposed to the initial amount of N15,000 for the pack and N5000 at the time of the launch.

14. SWOT ANALYSIS
STRENGTH:
• Up to date technology to deliver quality service to customers.
• Direct to home transmission Bespoke and exclusive channels (MCN ENTERTAINMENT, MCN AFRICA, IBAKA TV+
and MONTAGE SPORT NEWS)
• Equip customer service unit to manage customers and communicated with customers for effective and efficient
service
• PVR decoder with rust proof dish, delivering channels with clarity.
WEAKNESS:
• Limited amount of local content to sustain the indigenous appetite customer(Local news and entertainment
channels)
• Limited options in the various categories of entertainment.
• Inability of the Montage decoder to carry out the option of Dual View.
• Absence of live EPL and La Liga.
OPPORTUNITIES:
• Entry at the time when the targeted market is in search for a credible alternative
from the already existing satellite providers.
THREATS:
• Satellite providers creation of more sort after channels.
• Price adjustments and cheaper options with more channels.
• Current unavailability of strong channels (FOX CHANNELS)
•

15. RANDOM QUESTIONS
What does the average Nigerian demand from the television providers available in the Nigerian pay-tv market?
The average Nigerian who comes back after a long day of sweat and stress would only look forward to a long bath and
good channels with which to relax. Owing to the fact that many of the available pay tv’s in Nigeria have created bouquet
targeting the C and lower B socio economic classwork of Nigerian pay tv patronisers, channels that are available are
made to attract and lure customers.
How much then does technology affect the choices of the average Nigeria? As a customer service persona who has had
the opportunity to communicate with people of various occupational backgrounds; the woman who sells her wares at
the markets under the heat of the sun or the man who burns out his skin with his welding tools would not be necessarily
concerned about whether a channels is transmitted HD-High definition or SD-Standard, all they would want is to come
home after a long day’s work to good television. Whether it is to hear of what happened in the country throughout the
day or the catch up with the Indian and Filipino series for the love struck romantics, the average Nigerian is typically
more interested in the content than the quality.
Building on the grounds of technological make up, DSTV, STARTSAT, AFRICAN CABLE TV and MONTAGE CABLE TV are the
fore runners for the transmission of television service via the DTH-Direct-To-Home mediums, assuring customers of
clarity and quality entertainment. DSTV has created a strong hold on the pay TV market in Nigeria but with the rise of
indigenous pay TV providers, Nigerian are now presented with more options in a once monopolized market. With the
high demand and availability of variety, pay TV providers only need maintain a consistent content quality to acquire,
keep and maintain customer already available on their platform.

16. What channels would thus influence the decision of the Nigerian pay TV user? ALLURING CHANNELS.
What are Alluring channels? These are channels that have the ability to stresslessly influence the customer’s decision on the
choice of pay TV. The average Nigerian is in want of local content and even within this need are certain wants like specifications to
regions and languages, Kiddies channels as well as religious channels. The presence of entertainment channels are also important
in the chain of alluring channels.
Who influences the purchase of a pay Tv in the average Nigerian home?
One of the undeniable factors that influence the purchase of any pay TV in Nigeria are mostly the MOTHER AND CHILDREN. These
two sec pay a major role in determining the life span of any pay TV provider in a particular environment or community. Women
are known to be hopeless romantics which would account for the high demand in Indian and Filipino telenovelas. Children on the
other hand love television programmes that ignite and excite them. Kiddies cartoons and teen series and like, Power rangers, Ben
10, Dora the explorer, Avatar, Victorious, ICarly, Life with boys, Winks club (keeping in mind all age groups up until the ages of 16)

17. How much of these has Montage been able to achieve since its official launch in 2014?
With cutting edge technology, we have achieve quality as well as set ourselves amongst the pace setters. The channels
with which Montage initially launched drew attention as well as subscribers especially as the channels which were not as
common like CUBYO and AMOREYO and the available of most of the FOX channels set a standard as it was attainable
cheaper on our platform in opposition to other pay TVs.Channels were gradually added like Boing Africa, Ibaka TV( which
stands exclusive to Montage), MCN ENTERTAINMENT, MCN AFRICA and MFM
However, of the 40 channels launched with, 30 channels are now available inclusive of the one subsequently added.
Most of the channels that we would ultimately consider as alluring channels are at the moment out of service and
leaving little or no space for options among the channels available.

18. OPTIONS TO CONSIDER FOR THE ATTRACTION, MAINTAINAMCE AND ACQUCISTION OF CUSTOMERS:
UNSEEN CONTRACT BETWEEN THE PRODUCER AND CONSUMER
Most Nigerian are peculiar about local content and with an acquisition of channels that are more attractive to the B and C socio-economic
working class who are the main target class for Montage and who also form a large percentage of the customers currently available.
A pay TV which breeds organically and flags the indigenous banner would thus need to satisfy the customer’s want to associate with the local
content of its country. Fulfilling this would buy loyalty even when preference in indigenous content is not fully met. This is to say that even
among the local content, different regions are peculiar about certain local content.
EXAMPLE: The Hausa man would take up a pay TV that offers him Kannywood and Local news in Hausa as an Igbo person would also be inclined
to patronize a pay TV where he can get local content that displays the richness of his culture either through music or movies, same with the
Yoruba speaking person.
Local content is a major determinant for the typical Nigerian’s patronage of any pay TV provider and even when their specific wants are not
readily available, they can be appeased with the popularly available ones like, AIT, SILVER BIRD, CHANNELS TV for news and AFRICAN MOVIE
CHANNELS for movies. While these are not the only channels put into consideration, they are a major yardstick for potential purchase.
With the pay Tv business in Nigeria becoming more saturated and competitive, a focus on local content and total prices in terms of the starter
pack and subscription would allow the indigenous people relate better with any pay TV they feel puts their needs and wants into consideration

19. THANK YOU