DSTV, an offshoot of Multichoice is a satellite coverage company which provides its customers with several entertainment options of pay television. A South African company which broke into the market since the 90’s, it has garnered a lot of attention and loyalty from customers around the continent.
The English Premier League which took off few days back is the highlight of many fans’ television experience. They make themselves available to follow matches through, from the comfort of their homes. DSTV, however gave soccer fans the shock of their lives when they announced that all EPL matches had been shifted to the DSTV Premium bouquet.
Currently, there are five bouquet available to DSTV subscribers, premium being the most expensive. There has been outrage over the sudden change in logistics. End-consumers are finding it difficult to accept the new policy as implemented by the company. As it reflects no thought to their subscribers’ financial capabilities in the face of growing economic imbalances.
Yesterday, the Nigerian and Kenyan twittersphere was set ablaze by outrage over unfair DSTV policies. Many fans called for the boycott of DSTV due to their blatant disrespect for their subscribers. #DSTV and #DSTVOnTrial put the pay television company on full blast. Subscribers expressed their frustrations over the switch of EPL matches from Compact to Premium bouquet. Many subscribers expressed disappointment in the television giant for making this sort of decision without consulting its end consumers.
DSTV cannot pretend to be deaf to the wailings of Nigerian football fans. A stitch in time saves. They better Cech that.
— JJ. Omojuwa (@Omojuwa) August 10, 2015
Boycotting DSTV will not solve the problem. Let an indigenous Nigerian PAY TV company come up with a better alternative. — Cinderella Man (@Osi_Suave) August 10, 2015
@DStv_Kenya switching EPL from SS3 to SS5 in ROA and leaving SA thats Apartheid and xenophobia combined #DstvOnTrial — Moses Kiplagat (@MoseKiplagat) August 9, 2015
It is unfortunate that @dstv_Kenya makes decisions without customers Consent cc @consumerskenya #DstvOnTrial
— Kenneth Chege (@ItsKenn_Chege) August 9, 2015
The outrage increased when DSTV Kenya responded to the complaint of a subscriber thus:
@zachOdongo hey, SS5 is now the new home of EPL but Compact Plus subscribers will have access to 6 LIVE matches on any given weekend. ^Eric
— DStv Kenya (@DStv_Kenya) August 9, 2015
Others have expressed the fact that they do not mind the switch but complained about the poor customer service of the company.
It will be recalled that prior to the slight change in subscription prices from April 1, 2015, DSTV made it known to their consumers across Africa through advertisements right before the effect. So, why was the new policy effected without prior notice to subscribers?
Possible reason for DSTV’s impulsive action
DSTV’s new policy could be hinged on the need to make ‘a quick buck’ off the attachment soccer fans have for the English Premier League. This is because they adjusted the policy without prior notice to its many end-consumers, an irresponsible and somewhat predatory move.
Is DSTV exploiting end-consumers?
If the reactions on twitter yesterday are anything to go by, Nigerian and Kenyan subscribers believe so. Judging from the rate at which many citizens of both countries are calling on frustrated DSTV subscribers to patronize alternative companies, DSTV is gradually shutting itself down.
Kenyans are being persuaded to abandon DSTV for Safaricom. The pay television company has just been issued a license to offer commercial free-to-air, subscription management and terrestrial subscription broadcasting services.
In Nigeria, there is an active twitter handle @BoycottDSTVNigeria which is dedicated to calling out DSTV for its abuse of consumers’ rights. Also, as at August 3, the Consumer Protection Council (CPC), launched an official investigation into the activities of Multichoice Nigeria based on consumer rights’ violation.
