A new and exciting viewing experience is here for consumers of pay television (pay-TV) services in Nigeria. With the introduction of ‘pay-per-day’ or ‘pay-as-you-watch’ service by StarTimes, the latest entrant into the pay-TV market has warmed itself into the hearts of subscribers. This market strategy, which targets low income subscribers, may have ignited a fresh wave of competition in the pay-TV industry.
But StarTimes may have changed the dynamics with its ‘pay-per-day’ or ‘pay-as-you-watch’ offer. This means that a consumer will only be charged for what he uses, unlike DStv. “Our aim is to ensure that we deliver digital entertainment to every Nigerian home at very affordable rates and we will ensure that this is done in the coming years,” its Chief Executive, Mr. Justin Zhang, said.
He explained that the cable TV provider reached the decision to introduce pay-per-day service in Nigeria late 2016, but was delayed because Nigeria being the biggest market in sub-Saharan Africa, it would not be a wise business decision to launch a product or service without proper testing.
Zhang said the launch of the service had to be properly done to avoid any technical disruption, hence the need to test-run the offer for months and make corrections where needed before rolling out a hitch free service.