After almost four years, South African consumers can finally look forward to a more competitive pay-TV market, after long being dominated by MultiChoice's DSTV.
This morning, pay-TV newcomer On Digital Media (ODM) revealed all the details about the channels and programmes it plans to bring into the South African market, when it goes live with its commercial product.
According to the company's marketing director, Elouise Kelly, consumers can purchase the new satellite service from the beginning of May. “It will be a staggered launch throughout the month,” she adds.
The company announced a few weeks ago, that its product would be called TopTV and the brand will come to market with between 20 and 55 local and international channels. “We will initially be targeting consumers in the LSM range of five and eight,” said the company's CEO, Vino Govender, at a press briefing today.
ODM has been hard at work making deals with several international and local content providers and channels. It has to date spent around R80 million on getting the business up and running, and purchasing the content it needs to go live.
What you get
The company has not finalised the costs for satellite dishes, decoders and installation yet. Govender says these costs will be released closer to the start date.
TopTV's 55 channels are broken down into four sections, starting with the low-cost bouquet, called TopTV Basic, which will cost consumers R99 per month. Within the bouquet, viewers will have access to 25 channels.
The flagship channel will be available on the basic bouquet and is called Top One. It will carry a variety of general entertainment, from children's TV to series and movies. The channel will likely be similar to etv's current offering.
Four of the basic channels are Christian-based services and five news channels, including the controversial right wing channel broadcast in the US, Fox News. TopTV basic will also broadcast the other free-to-air channels, SABC 1, 2, 3 and etv.
The company has signed content agreements with some international providers, which will see TopTV basic subscribers given access to Hi Nolly, a Nollywood channel (Nigerian version of Bollywood); Zee Cinema, a Bollywood channel; and MGM, a channel featuring movies from MGM studios.
There are also two sports channels available on this bouquet, Setanta Africa, broadcasting primarily European football, and Eurosport news. Alongside these, the company has included a documentary channel, Current TV, owned by former US vice-president Al Gore.
Next up
The second bouquet has two options. Customers can either choose to bolt on the Kids and Music channels, or the Family and Knowledge set of channels, or buy into both.
ODM has created its own channel aimed at children, called Top Junior. The company has signed a content deal with a Munich-based business to supply the majority of the content on this channel. “They will provide us with strong programmes, like Heidi and Maya the Bee,” Gugu Sibeko, the company's GM for local channels, said this morning.
Music channels range in focus from hip-hop videos to rock and indie channels, and the company says it will also broadcast an extreme sports channel aimed at the youth.
The Family and Knowledge bouquet has a variety of history-based, scientific and crime series channels. “I am most excited about our branded history channel, Top History. It will cover both local and international history and content that will be a first in SA,” explained Sibeko.
Middle tier
On top of the two additional packages, ODM is also offering a premier service, TopTV Premium, which provides a selection of action movie channels, an art movie channel, the company's own branded movie channel, and a sports channel featuring local and international sporting events.
With all the packages combined, a customer will pay R249 for TopTV, undercutting DSTV, which was R499 per month, but was recently increased to R529.
The company says it has no plans to unveil a porn channel. “We are sticking with our Christian ethos and will not be subjecting our children to that kind of content,” said Govender.
Top of the line
ODM still has a long way to go before it gets off the ground, as it is still moving into its building and the offices are still under construction. However, it plans a big bang opening, hitting all the media channels with advertising and brand awareness, closer to the commercial start date.
There will also be room for more channels and bouquets later on. “We are in discussions with a local partner to bring a locally-based news channel to the mix,” explained Govender.
ODM is pleased to have finally made it to market, and says consumers will not be disappointed. “The days of multi-channel offerings sitting in the hands of a monopoly are over,” noted Govender.
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