Satellite TV newcomer Top TV is continuing to shake up the pay-TV market, announcing – after being operational for only five months – that it is slashing the price of its decoders and installation from R499 to R299.
On Digital Media's satellite TV service initially launched in May, with a price tag of R499 for decoders and installation and monthly subscriptions starting from R99. Top TV last month reported strong growth from its initial offering, having sold more than 120 000 decoders in three months, including 50 000 during its opening weekend.
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, it said.
Top TV's entry to market has brought some much needed competition in the industry – however, competitors have been slow to respond to the newcomer.
Dominant market player MultiChoice unveiled a DStv Lite package, in retaliation to Top TV's offering, for R99 per month. However, MultiChoice's response to the competition was criticised, as it earlier announced that it would increase the price of its premium offerings. In addition, a standard decoder from MultiChoice costs R499, without a satellite dish and installation.
Top TV also expected to be competing with newcomer Super5Media by now, but controversy has plagued the company, which has yet to launch.
After Super5Media failed to meet its first go-live deadline, the Independent Communications Authority of SA (ICASA) granted the company another six months to prepare its offering.
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