Creating More Value for Viewers in the Nigerian Pay-TV Industry

Vanessa Obioha

The proliferation of Pay-TV operators in Nigeria has arguably increased the number of viewing options for Nigerians in the last two decades. Unlike in the past when TV programming was mostly local and of poor quality, the emergence of Pay-TV services made global programming accessible, particularly live events such as sports and entertainment.

For instance, in 2006 the defunct HiTV secured the exclusive rights to broadcast English Premier League (EPL) to its Nigerian subscribers. That didn’t last long as the company couldn’t afford the rights for every football season.

The football market has since been dominated by MultiChoice Nigeria’s DStv, a company that boasts more financial strength to satisfy subscribers’ urge for live football. Subscribers on the platform have access to myriad football championships such as La Liga, Serie A, and UEFA Championship League. In addition, Nigerians can watch live international shows and awards such as the Grammys and Oscars on DStv.

No doubt, DStv’s leadership in the Nigerian market triggered other operators to stake an interest in the sector. Currently, there are mainly four Pay-TV services in Nigeria: DStv, StarTimes, GOtv and TStv, each of them battling for the over 200 million eyeballs in the West African country.

Over the years, households with pay-TV services in Nigeria have increased significantly. According to Statista, the number of households is expected to increase from 6.5 million in 2018 to 7.4 million in 2023. The data estimated that 6.9 million households will have one or two pay-TV services this year.

With each provider striving to get the lion’s share of the burgeoning market, audiences are inundated with various offers to cater to their entertainment needs. The conundrum now becomes which of the services are worthy of their money. In simpler terms, which platform offers more value for money.

While most platforms offer affordable rates, the content line-up is often not up to par. In a country like Nigeria where football and entertainment are predominantly consumable items, the content offerings usually tilt to these products. It is no news that football is a favourite pastime of Nigerians, so having a platform that offers all the football action both on the international and local scene has proven to be a dynamic strategy to get more subscribers.

The same can be said of entertainment, be it music, films, or reality TV shows which have proven over time to persuade viewers to a platform. But not all pay-TV providers have been able to get the magic formula, particularly when it comes to films.

Irrespective of the demographic, Nigerians evince a great bias for locally made films and TV series. After all, the stories capture who and what we are about. Also, Nollywood contributed to the nation’s Gross Domestic Product (GDP) in 2016 and is projected to grow exponentially in this decade. It is estimated to generate N600 million annually for the economy. So having dedicated channels that not only showcase the latest Nollywood flicks but also invest in the industry arguably stand a pay-TV provider out.

This strategy is not lost on the operators. Each one offers local film channels to woo subscribers to their services. For instance, StarTimes boasts of Nollywood channels on some of their bouquets such as Super and Smart.

However, none has a robust relationship with the film ecosystem like DStv. With its flagship Africa Magic channels that parade local films and TV series, Nigerians on any of their bouquets: Premium, Compact Plus, Compact, Confam and Yanga and Padi can watch these films at an affordable rate.

For example, the Padi bouquet which costs as low as N1, 850, has about three Africa Magic channels in addition to other channels that provide local entertainment. The Premium bouquet offers subscribers the latest Nollywood dramas and TV series on AM Showcase and Urban. AM Urban is also available on Compact Plus and Compact.

The beauty of Africa Magic channels is that it celebrates indigenous films. The platform has three channels dedicated to the Igbo, Yoruba and Hausa-speaking audiences. By doing so, it promotes local programming while engendering healthy competition within the field.

No doubt, the portfolio of local content production carried out by MultiChoice is geared towards ensuring the video entertainment industry across the continent thrives and grows to compete with the best in the world. This is evident in the number of Africa Magic originals that are aired on the platform.

They include the new drama series ‘Enakhe’, ‘Unmarried’ and the Yoruba series ‘Elenini’. Big Brother Naija, another production of the channel, is considered a big contributor to the entertainment industry. Through the reality show, contestants discover, hone and showcase their talent in the arts to the world. The reality TV show of last year’s winner Laycon will be premiering on DStv and GOtv tomorrow, May 22. The show ‘I am Laycon’ became the first Nigerian original series on Showmax.

Beyond offering value in terms of content line-up, MultiChoice Nigeria has arguably contributed enormously to the advancement of the film industry through various interventions. It is the convener of one of the reputable film awards in the country Africa Magic Viewers’ Choice Awards. The award recognises and rewards outstanding talent working in front and behind the camera.

Perhaps, its most recent and outstanding intervention is the MultiChoice Talent Factory that comprises an academy hub that grooms young talent in the art and business of filmmaking. The academy has graduated 40 students since its inception in 2018 with a few of them allowed to expand their knowledge through internships in prestigious film institutions such as the New York Film Academy (NYFA) College of Visual and Performing Arts.

With these landmark interventions, MultiChoice Nigeria continues to offer more value not only to subscribers but to the industry and the economy as well.