Will Toyin Subair Revive HiTV?

Times change, and with them, old things may be revived. Toyin Subair was once a household name in Nigeria’s media landscape. His company, HiTV, was a promising contender in the pay-TV market. Despite early success, it collapsed in 2011. Now, Subair finds himself in a position of influence once again.

With Subair’s role as Special Assistant to President Bola Tinubu on Special Duties and Domestic Affairs, many are wondering if he’ll attempt a comeback for HiTV. After all, Subair is now one of the most powerful men in the presidency, with the wheels of influence in Abuja available to him. This power could open doors that were previously closed to him.

Some readers may remember how HiTV had been a bold venture. It was the first platform in Africa to offer a terrestrial pay-per-view TV service. With competitive pricing and even a deal to air the English Premier League, HiTV attracted significant attention. For a moment, it looked like HiTV could challenge DStv.

However, rapid expansion proved to be its downfall. Critics argue that Subair’s company overreached and failed to meet financial obligations on the EPL rights. DStv quickly reclaimed its dominance, and HiTV’s decline became inevitable. By 2011, it was out of the game, and Subair quietly moved on.

Now, many are asking: will Subair revive HiTV? His political position certainly gives him the power to try again. Yet, the media landscape has changed dramatically in the last decade. Competition is fiercer than ever, with streaming services now dominating.

The big question is whether Subair has learned from the mistakes of the past. If he does attempt a revival, he will need more than just power and influence. True success would require careful planning and a deeper understanding of the market.