Making The DTH TV Available for All
Trend TV recently announced its Pay As You Watch TV services to Nigerians. Tunmise Adekunle X-rays its entrance and claims against what obtains with DSTV
London-based Communication Trends Network Limited (CTNL) will begin the transmission of what it described as an affordable direct-to-home (DTH) pay TV service to West African consumers by May.
The service, branded TrendTV, is expected bring a first-rate quality entertainment option to the growing, educated West African middle class that is under-served. TrendTV will market the satellite TV service through its Nigerian subsidiary, Communication Trends Limited (CTL), which operates the largest MMDS network in Africa, with locations in 14 major Nigerian cities.
Trend TV adduced reasons or compelling opportunity why it is believes that it will transform the market into a large one within its short entry into what it described as emerging and under-served market. The -direct- to- home TV in Nigeria being presently monopolised by the South African brand DSTV has less than 70,000 subscribers. To industry watchers, this is a symbol of elitism, apathy or ignorance. The population of Nigerian middle class who from investigation would want to own a DSTV decoder , but could not afford the service or would not bulge . Trend TV is using the Pay As You Watch card as its entry strategy. It is claiming that once Nigerians get the DTH brand that will not exploit them . As it were, they will would spend their moneys for such value.
Trend TV is also laying claims to lack of access to suitable, satisfying programming that has stifled the overall growth of the pay TV business in the West African market. They further claimed that existing DTH operators in Africa have nearly 80 - 90% of their market concentrated in the Northern and Southern tips of the continent leaving much of the Sub- Saharan African market yet under-served.
On the issue of Indigenous Audience, Trend TV is saying that democratic reforms in several West African countries, including Nigeria, have led to a highly educated, discerning indigenous middle class with disposable income. Many members of this segment have been schooled or have lived abroad, and their educational and cultural experiences have whetted their appetites for quality international programming. At the same time these West Africans are proud of their local culture and want to see their nationalism reflected in their programming.
For the foreign audience, Trend TV believes that deregulation and economic reforms have created a more favorable environment for foreign investment. As foreign businesses grow, so too does the foreign population. Nigeria's expatriate population consists mostly of Americans and Europeans who are interested in quality and choice in programming, but who also have the desire to better understand Nigeria's culture through local programming. A classical example is in the way AIT's sharing the African experience identity sells the station among Nigerians, including the elites.
Nigeria's position as one of the largest oil producing countries in the world ensures that it will likely maintain a large foreign segment within this marketplace.
Both of these middle class and foreign audience, Trend TV believes have substantial disposable income as they understand and expect the benefits of competition in a marketplace. A choice they have been unable to make for their DTH needs. This lack of credible competition in Africa's DTH market has led to feelings of resentment and frustration among customers who are hungry for alternatives.
One must add that the transformation which competition has given to telecommunication, broadcast among others is an harbinger towards a competitive DTH TV.
Africans readily adopt new technology that provides for their unmet needs. This incredible opportunity in the Western African communications market can be illustrated by the success of three-licensed Global System for Mobile Communications (GSM) operators. Within the first 21 months of operation in Nigeria, GSM operators accumulated over 2 million subscribers, setting a record as one of the fastest growing GSM markets. This kind of growth clearly underscores the economic robustness of the marketplace.
CTL, the Nigerian brand handling the management of Trend TV claims to have over the past decade, established a reputation for quality offerings and excellent customer care. This the Company is bringing as its expertise to the digital DTH platform, so that TrendTV can provide a world class pay TV service designed to serve the English-speaking West African Market.
The Company's long history of operating a subscription based MMDS service in Nigeria provides CTL with the experience to run a dependable, reliable and profitable DTH pay TV Service. Local reputation and established know-how gives CTL a distinct pre-emptive competitive advantage for making programming choices. That expected to meet the expectations and quality standards of the market that will consider Cultural understanding, low subscription fee, excellent customer service, sound technology and social responsibility.
The influx of foreign business and the strength of the oil-based economy have resulted in a large and growing West African middle class hungry for entertainment options. Yet the one-DT option available, which is based in South Africa where the culture and viewing preferences are very different, has attracted only a fraction of the available customer base. Whether part of the expanding indigenous upper-middle class or part of the growing foreign community, it is clear that the people of West Africa want a better option, which CTL's reputation for excellence and a commitment to acquiring the best programming will expectedly provide with TrendTV.
At a considerably lower subscription fee than the current provider, TrendTV's DTH service is also expected to clearly offer a great value to West Africans, though the actual cost is only part of the value equation. A customer's perception of value is often dramatically increased by the intangibles.
Customers appreciate the opportunity to do business with a local company that is actively involved in the community. Further, they will want to identify and associate themselves with a service if it accurately reflects their lifestyles through the programming it offers. And customers can be passionate about a company that provides excellent service. If TrendTV understands the impact and power of, and the opportunities provided by, the local advantage and other intangibles of the value equation as claimed ,the sky is the limit .
To switch to competitor, once Service of the company and employees are local for the taste of customers, friends, neighbors , business associates and are treated with a level of respect, CTL will have unmatched take over of the DTH . CTL is perceived to have every aspect of a customer's interaction that is exceptional. In fact, CTL promise of continued offering of 24 hour everyday access to customer service and technical support should not just be an edge but a brand property . They should also understand that customer service is an on-going effort and should continually strive to improve operations through new technologies and tools that will help employees and benefit customers. This customer friendly approach to doing business is another important way we differentiate competition.
Technologially keeping the customer top of mind in everything in today's tech- savvy marketplace, potential customers can be intimidated by new technologies from new companies. By employing intuitive, state-of-the-art, customer friendly technology, it is easy for customers to do business with CTL\Trend TV, going by oath that customer service is their strenght.
Is CTL Well Funded to match DSTV? Going by its position as the first to successfully deploy wireless broadband Internet to Africa in 1999. The Company, we hear has been profitable from the first year in business and has enjoyed an annual growth in revenue of +30%, with principal's commitment to the business witnessed by a reinvestment to grow the company.
CTL claims further that the next phase of this growth includes the DTH Service which to date, it has invested several millions of dollars in pre-operational expenses.
Politically Sanctioned as many African countries, and particularly Nigeria, are aggressively driving to a democratic society, coupled with the economic robustness of an oil and natural resource economy and an affinity for the democratic strides of the African-American culture, there is an unbridled exuberance to emulate western democracy's open and free communications. To this end , Trend TV promise of bring live proceedings from the Nigeria National assembly to the our living rooms will definitely engender patriotic patronage.
A cursory look at developments over the years show that this target and strength are not really difficult to sustain. A little bit of statistics has it that Nigeria's Population presently stands at 129 million. Growth rate is 2.8% annually. The Economy is the second largest in sub-Saharan Africa (after South Africa). DP Growth rate is 3.8% annually.
Nigerian middle class is estimated this to be greater than 1,000,000 based on an average income of $300 - S1000 per month.
According to a 2001 Phillips Consulting survey In May 2003, International Chamber of Commerce (CC) rated Nigerian economy as good for prospective local and international investors. The facts are obvious. Television sets in Nigeria is up to 8.7 million
According to African Development Indicators 2003 of The World Bank. Current Pay TV Subscribers: Nigeria: Approximately 60,000 West Africa: Approximately 217,000 (Based on competitor, DST, subscriptions)
Nigeria's television industry is now one of the most competitive in Africa. Nigeria has approximately 80 TV stations in operation. This and more for the success of Trend TV in Nigeria. The International Team of Experts in the TrendTV Team which includes some of the industry's leading professional consultants and advisors like Crystal Communications, Inc. , CCI consultant services, The Townsend Group (TTG ), Enliten Management Group, Inc., and The Chavers Law Firm.
These are all indicators of Trend TV's history of deploying advanced technology and acquiring reliable equipment from the world's most reputable vendors and industry leaders.
CTL other claimed strength lies in the selection of Intelsat as one of its premier technology partners having had a ten-year lease on an Intelsat transponder and engaged Intelsat to design and manage the overall end-to-end DTH architectural platform solution, which includes head-end operations in London, England.
With programming that reflects West African cultural interests, including local programming A local operator who understands how to market to West African consumers Substantially lower-priced service than the competition A reputation in the region for unparalleled customer service Reliance on state-of-the-art and customer friendly technology Solid financial backing by a successful business with a strong track record A Nigerian DTH license World Class Programming.
Building on what is perceived as established and respected reputation of CTL, TrendTV has nothing short of commitment to creating a DTH brand that will be recognized for its exceptional programming.
CTL's local company's status is better positioned to make the appropriate programming decisions on programming that will be varied in News (Fox news), Sports including our local league, Movies, Family Entertainment, Children's Programming, Comedies, Soap Operas, Documentaries, Christian Religious Programming and Black Entertainment in its promised 32 stations . CTL is currently said to be working to acquire broadcast rights for key local content such as the National Soccer League and other major sporting events, local/indigenous films, national parliamentary debates/sessions and local weather reports.
Trend TV, sure looks extremely a perfect match for DSTV by making the DTH what mobile phone and enjoyment of television is for all, instead of making
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