It appears that the struggle for to win and maintain a fair share of the Nigerian PayTv viewers has just got more interesting. This time, one of the latecomers into the industry, Startimes has introduced a subsidized payment option to its viewers.
NIGERIA: What if we told you that you can now pay per day, per week & per month? #StarTimesPaybyday
— StarTimes Nigeria (@StarTimes_Ng) October 19, 2017
Nigeria: Entertainment just got subsidized. Enjoy over 40 TV channels with just N300 a week!
— StarTimes Nigeria (@StarTimes_Ng) October 19, 2017
Although the company’s social media handle had presented the new pricing option as a generous response to consumer’s request, it is evident that it is a product of the recent race occasioned by the introduction of the TSTv option and all it stands for.
Pay Per View yes? We'll consider this. You just might get it 😉 https://t.co/Ecxg2iiYIB
— StarTimes Nigeria (@StarTimes_Ng) October 18, 2017
Recall that TSTv caused a major shock in the industry when it announced last month that it will offer viewers HD and SD video options, internet services, broadband, TV and radio at very affordable rates as well as show live English Premier League matches, La Liga and Champions League matches.
This raised a number of speculations about the future of the other TV platforms and the need for them to adjust their payment options to survive.
DSTV in trouble.
TSTV has Pay as you go
Travel and pause subscription
Free 20GB Wi-Fi, Shows all leagues. Proudly 9ja. #sirmdd— Morka David Dicxon (@sirmdd) September 20, 2017
Shortly after that DSTv dismissed the rumours that it is making available the Pay-Per-View (PPV) model of service for its subscribers and some Nigerians insisted DSTv will maintain its dominance.
With this announcement by Startimes, it is evident that the pay-as-you-view option is a possible payment plan option that only stiff competition can make possible. Just like Globacomm did many years back with the pay-per-second tariff, Startimes has led the way with a feasible payment option is not only flexible but affordable.
While this is a very good development for the Nigerian viewer, perhaps it is not yet time to celebrate. There are two possible aftermaths of this development. The first is that the payment option does not stay because TSTv is not able to really disrupt the dominance of the other players. The second is that this pulls through and we begin to experience a rat race that is based on cheaper pricing.
Whichever way the needle points, we are all going to experience some progressive price review. Our role should be demanding for a better deal. We are waiting.
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