Philip Wahome
13 February 2008
Nairobi — Cut-throat competition in the pay TV segment initially targeting the high class, has shifted to the mass market after one player launched a new package going for less than Sh200 per month.
MultiChoice Africa, Tuesday announced the launch of EasyView to be sold on the Kenyan market at an annual subscription fee of Sh2,100, translating to Sh182/50 per month. The service premieres this Thursday which is Valentine's Day.
"We are offering a mass market accessibility to all our customers in Kenya regardless of their geographical location," said MultiChoice Kenya General Manager, Mr Stephen Isaboke who joined the company early this year. The move is seen by many as a turning point for the country's two channels, DStv and GTV, rally towards Kenya's planned switch from analogue to digital television by 2012. Each of the players will be trying to woo as many low-budget viewers as possible.
Sources revealed that the move is expected to ignite a major price war as both players compete for the low-end market which is viewed as unsaturated. Already, GTV is reviewing its rates with the intention of unveiling new products soon. Mr Isaboke announced a three-month free subscription offer for every new customer. Among the services subscribers will access on Easy View are, the edutainment channel, National Geographic Wild, alternative news Al Jazeera SuperSport Update, the educational Mindset Learn and the M-Net packaged MagicWorld channel.
MultiChoice Kenya sees DStv Easy View as an entry level package through which customers may upgrade at any time to any of its three other platforms - DStv Family, Compact or Premium - for a higher fee depending on your choice.
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