Local satellite TV provider TopTV has sold more than 120 00 decoders in three months, including 50 000 during its opening weekend.
While DStv provider MultiChoice has previously dominated the market, the newcomer is enjoying success as a competitive alternative.
At this rate, the company's business plan of signing up 500 000 subscribers over the next few months is on track. The greater goal, however, is to reach the 5.5 million available households in the market.
The success has not been without hurdles though, as the high market response over the first weekend forced TopTV to make hasty operational adjustments. Initially, the company's call centre had only 30 agents, but ended up handling 1 000 calls every hour.
The company since upgraded its call centre from a 50-seater launch site to a 140-strong environment.
Elouise Kelly, chief marketing officer for TopTV, says: “Even with the various challenges, the TopTV team stayed focused and positive, dealing with queries and subscribers in a professional and efficient way.”
Now the company is coping with demand and is also in negotiations with international content providers for new programming and channels.
TopTV is also preparing to offer PVR (personal video recording) functionality by next year.
What you get
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 are also available, 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.
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