Why TSTV Will Fail...Or Succeed.

Telcom Satellite Television (TSTV) is the latest entrant in Nigeria's highly competitive Cable TV industry.

TSTV hopes to pioneer the introduction of Smart set top boxes to Nigerian Cable TV subscribers. What this means is that those of us without Internet compliant Smart TVs can now acquire TSTV decoders that will help our regular palasa LED TVs to have sense. This is a plus, just that we hear TSTV's Decoder is heavy and shaped like a 5000VA Binatone Stabilizer. If this is true, it diminishes the aesthetic value of the said product. In this day and age when 'smaller is better,' portability of certain domestic electronic appliances is desirable. TSTV's competitors like DSTV and Startimes have portable decoders some with 'smart' features.

TSTV 'Smart' Decoders

TSTV is promising over 100 Channels & services in High Definition and Standard Definition - this is good. TSTV Decoders (set top box) will also allow you to browse content from Twitter, Facebook, Daily Motion, video on demand sites - what a WAWU! Subscribers will be given free Internet data monthly - OK o!

TSTV was billed to launch on Nigeria's independence day Oct 1, 2017 but have now shifted it to November 1st. So far TSTV has created a huge buzz through informal avenues with narratives centered around taking down DSTV, their perceived main competition. On Social media it's been Highs and Lows for TSTV; some people are genuinely excited at its prospects while others are cautiously skeptical. Days to its initial October 1st launch, a scanned letter purportedly from CNN's representatives flooded the Internet where threats were made to TSTV for illegally including CNN as one of the channels in their bouquet. We heard more foreign TV channel representatives wrote similar letters.

Beyond all the hype, by the time TSTV eventually opens its doors to subscribers on November 1st, we can only hope that it meets the expectations of excited new customers and douses the skepticism of cynics.

A major task before TSTV will be continuity and consistency in its brand promises and services. The secret to successful Cable TV business is quality of content and quantity of subscribers. TSTV has pledged a number of premium hybrid services, but will they be able to attract the right number of loyal subscribers over time? Beyond the 'initial gra gra', TSTV has a herculean task ahead.

DSTV is not sleeping. 

Market leaders DSTV have already heard the premature noise and battlecry from TSTV's quarters. The right strategy might be to sit back and watch to see if TSTV has what it takes to be a worthy adversary. DSTV might want to gauge subscribers reaction towards having a Decoder the size of a miniature Microwave oven.

We suspect DSTV's next marketing narrative will talk about the portability of its devices. Will the prospects of Internet browsing with Cable TV devices attract multitudes to TSTV? Are Nigerians not mostly satisfied with Internet services gotten from their mobile Phones, why Television? DSTV will have to wait and see. Our prediction is that TSTV will SURELY attract Tech savvy, smart subscribers but can they make up subscriber numbers in terms of mass appeal? Remember, quantity/number of subscribers is very key to the survival of Cable TV companies

Another strong hype which TSTV has push forward is its promised Live broadcast of European/Premiership football league matches on its basic bouquets...Nigerian subscribers will love this. Some of us are guessing DSTV has something up their sleeves, something like making selected premium UEFA matches available on their cheapest Bouquet. Let's also not forget that beyond foreign leagues, DSTV over the years has invested heavily in the organisation and live coverage of local sporting events in Nigeria. Let's see if TSTV can match this over time.

The next few months will 'hopefully' be fun for Nigerian Cable TV subscribers as DSTV, TSTV, Startimes and a host of others face off with each other in order to win our hearts.


~Stanley Nwabia