KweseTV – Can it Beat MultiChoice DSTV ?
KweseTV is a Pay TV service, a subscription based model that
was launched by Econet Global in the beginning of 2016 and targeted towards
viewers in Africa. Pay TV is almost exclusively dominated by one player in the
African market and this is none other than DSTV,
a provider of popular satellite TV entertainment such as MultiChoice, SuperSport, MNET and GoTV. Before we get into details of KweseTV, let us familiarize ourselves with terms used in this
industry, particularly the types of TV transmissions available to viewers:
What is IPTV?
IPTV is different
from Cable TV and Terrestrial Satellite TV (Digital Satellite TV).IPTV stands
for (Internet Protocol Television).
IPTV is transmitted via the internet through streaming. A
familiar online service which makes use of streaming is Netflix. Streaming is a faster method of playing online movies and
videos when compared to downloading.
There are 3 types of IPTV services: Live television, Replay
TV and Video on Demand. Unlike internet television which can be accessed online
via a browser app or desktop app, IPTV is accessed through a set-top box which
makes use of a high-speed channel provided by a telecommunication network.
What is Digital Satellite TV?
These are TV signals transmitted directly from earth’s artificial
satellites like Galaxy 14 and Intelsat 20. Well known Digital
Satellite TV providers include DirectTV
(bought by AT&T), Dish Network, BSkyB and DSTV a South African service offering entertainment to the African market.
A decoder or set-top box is required to convert and decrypt the signals.
What is Cable TV?
Cable TV is
delivered through light waves over optic fibre cables or radio waves over coaxial
cables (copper core covered by layers of dielectric insulator, metallic shield
and outer plastic sheath)
Cable TV channels can be combined with or provided on
satellite TV channels. Examples are CNN,
HBO, Eurosport and MTV.
Possibilities for
KweseTV
Econet Global is a telecommunications company that owns
mobile networks across the world .It is also involved in fiber optic
installations and digital satellite business through its Liquid Telecom division. Based on Econet’s existing infrastructure
on the ground, the following are the possible types of TV services that the
company can launch:
- KweseTV can use its satellite platform Liquid Sat to deliver Digital Satellite TV.
- KweseTV can use its fiber optic networks platform Liquid Fibre to deliver Cable TV.
- KweseTV can use its mobile network operations Econet Global to deliver IPTV, which will be streamed on multiple devices such as smartphones, tablets, computers and television.
Competition from
DSTV
It is safe to say that MultiChoice DSTV already provides all of the 3 types of TV services outlined above. The most familiar service is DSTV, a subscriber digital satellite TV with over 18 channels. DSTV receives signals via satellite dishes. There is also a non-satellite digital TV for budget customers, GoTV which uses an antenna to receive signals.
MultiChoice also
runs IPTV-based services such as DSTV-on-Demand
and DSTV Mobile, which provides
streaming on mobile devices, computers, handheld and portable TVs.
Advantages of
KweseTV
According to their press release, the CEO of Econet Global Dr Strive Masiyiwa says KweseTV aims to have a competitive edge
over DSTV by providing lower priced
better quality programs. Across Africa, DSTV
has enjoyed a monopoly for many years, which could be their Achilles heels. Due
to lack of competition, the company has received a lot of negative complaints
from frustrated customers. It has been accused of providing overly priced services,
repetitive shows and content which is not worth paying for.
If KweseTV is to
beat DSTV, it must penetrate the
market already dominated by MultiChoice.It must also deploy technologies
already used by DSTV (or better) to
reach different platforms and audiences. A lot of marketing effort will be
needed to present KweseTV as a better
alternative to DSTV. Getting Agent
licenses from high quality content providers is also key to the success of KweseTV.The company has already secured
distribution rights for Live English Premier League matches, which are popular
in Africa and Asia.
