3Vision client Top TV hits the 200,000 subscriber mark
25 Jan 2011
On Digital Media (ODM) launched its DTH service, Top TV, in South Africa in May last year.
Since then the platform has attracted over 200,000 subscribers with a record of 50,000 new sign-ups in December 2010. This growth is some achievement and Top TV certainly deserves to be congratulated on their efforts.
Up until their launch, pay TV in South Africa was dominated by Multichoice’s DSTV who enjoyed their monopoly position for over 15 years. It was always going to be a massive uphill battle for Top TV to succeed against DSTV, who not only had the brand power, but also held significant exclusivity for sports and other key content deals. However, ODM saw a gap in the market for a lower priced and more flexible pay TV product – and has clearly succeeded with their strategy so far.
ODM launched Top TV and bought to South Africa what they had promised – a low cost and innovative pay TV offering. Subscribers have access to over 60 channels, many of which were new to the market - including BET, Fox Retro, Fuel TV, Natura and Silver. As well as their third party channels, ODM also launched a number of Top TV branded channels including Top Movies, Top One, Top Gospel and Top Crime.
3Vision worked with ODM on the build-up to their launch in a number of areas including:
- Pre-launch content strategy and business plan support.
- New channel development, cost modelling and rights investigation.
- Negotiation and execution of 3rd party broadcast channel deals.
- Pay TV deals with Hollywood Studios and additional suppliers for movies and TV series to create own-branded channels .
Ian Woodrow, GM Channels at Top TV commented “We were fortunate to have 3Vision’s expertise to assist us in building up our content bouquet. Their industry experience and market contacts allowed us to fast-track the development of our product.”