Canal+ Group, the new parent company of MultiChoice, has identified simplifying DStv’s pricing and package structure as a crucial strategy for revitalising its struggling platform. David Mignot, Canal+ CEO for Africa, emphasised the confusing array of offers and fees in the current DStv lineup, highlighting 17 different pricing options available to South African subscribers based on technology choice, such as satellite versus streaming.
The cost spectrum ranges from the basic EasyView package at US$1.8 per month, which is notably absent from the DStv website, to the premium service priced at US$59.7 per month for decoder users and US$42.7 for streaming-only options. Additionally, complexities arise from various add-ons, including PVR fees and reconnection charges. Subscribers wishing to record programs on their PVR must pay an Access fee of US$7.6 per month, bringing the total monthly cost of DStv Premium to US$67.4, including other charges. Reconnection after non-payment incurs an additional US$3 fee.
Mignot remarked, “In MultiChoice markets, we have DStv for direct-to-home, GOtv for digital terrestrial, and DStv streaming in the OTT space, resulting in a fragmented brand portfolio.” He pointed out that while some channels, especially the SuperSport brand, hold substantial value, the clutter of sub-brands complicates marketing efforts and undermines brand strength.
Canal+ has initiated a streamlining phase; for instance, it plans to discontinue Showmax operations at the end of the month, offering current subscribers a discounted price for transitioning to DStv Stream Compact. Additionally, there are intentions to rename and consolidate other channels to reduce operational redundancy.
With at least 37 channels under its South African operations, including 20 SuperSport channels, the need for rationalisation is evident. Mignot noted that a unified brand approach, like that used in France with Canal+, could enhance marketing efficacy and strengthen the overall consumer experience as DStv seeks to simplify its offerings in an increasingly competitive market.
