Platco Digitals free-to-air satellite TV platform, OpenView HD (OVHD), plans to lower the set-top box prices in the next two months as the platform failed to attract adequate subscribers. After it went live in October 2013, OVHD could garner only over 40,000 active subscribers, 160,000 short of OVHD’s target set for March next year.
“Our biggest challenge has been pricing. When we planned the service, the price was supposed to be just under ZAR 1,200 (USD 113) for the STB and installation, but now it is around ZAR 1,700 (USD 160),” said Maxwell Nonge, MD of Platco Digital. “The problem is, our target market does not have that type of disposable income.”
Along with bringing down the STB prices, the FTA platform also plans a combination of new additions to the service. OVHD has also shifted its focus to include independent retailers, as well as the original mainstream pool.