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Multichoice targets selective clients with DStv Compact

By Vision Reporter

Added 4th March 2007 03:00 AM

Multichoice Uganda launched a 24-channel bouquet called the DStv Compact. Our Reporter spoke to Peter Mungoma, the marketing manager

Multichoice Uganda launched a 24-channel bouquet called the DStv Compact. Our Reporter spoke to Peter Mungoma, the marketing manager

QUESTION: What is the DStv compact?
ANSWER: A bouquet of 24 channels for sh46,000 a month. It resulted from consumer feedback. A segment of the market requested for a more affordable option of channels. Some people want premium service and are willing to pay, others love quality channels, but cannot afford. The DStv Compact will satisfy the latter segment, who are the majority.
The other issue was time. Some customers said that because of their busy schedules, they don’t have time to watch all the 40-plus channels, meaning they were not getting value for their money.

Are the channels providing value for money?
We have Hallmark, one of the world’s most acclaimed channels in terms of family movies and Africa Magic, which has the best African movies. We are extending that to 18 hours from 12. There is Action X for action movies and sports channels. We are making enhancements in the sports channels. We have CNN, SABC, Channel O for music, BBC Prime and Mnet series. It is a strong bouquet.

What value proposition do you have for clients this year?
From a programming point of view, we are enhancing the channels. We have added a new channel, Crime and Investigation. We shall add more in the next month or so. We are going to show the cricket and rugby world cups plus the Spanish and French leagues.
We plan to enhance the PVR to make it more interactive for subscribers and shall try to see the price go down on hardware.
We shall launch loyalty campaigns for customers to give back to them. We are developing our distribution network and have agents in all Uganda’s major towns.

What is the requirement for acquiring the DStv Compact?
If you have equipment, come to any of our agents and subscribe and it will be configured into your system. If after one month you feel like going back to Premium, you can. New subscribers need the hardware first before opting for the Compact.

Multichoice targets selective clients with DStv Compact

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