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Uganda: Multichoice Promotes Digital Satellite TV, Launches New Channels

Posted on: Friday, 12 August 2005, 12:00 CDT

Text of report by Ugandan newspaper Daily Monitor website on 10 August

Multichoice Uganda has just launched a new promotion in order to have more Ugandans subscribe to their DSTV [digital satellite TV] channels. The price of a fully connected DSTV set has come down to 625,000 Ugandan shillings [348 US dollars] and they have introduced new programmes.

Henry H Ssali spoke to Multichoice Uganda PRO Martin Serugga and below are excerpts.

[Ssali] DSTV has over 50 channels, considering that the average Ugandan has less than five TV viewing hours a day, why would someone pay for a service he is not going to utilize optimally?

[Serugga] DSTV is about variety and choice. You are able to watch whatever you feel like at any time. If you feel like watching movies, DSTV is not just about movies, there is the Action X channel and if out or not into action, you can watch other blockbusters or watch classic movies.

If you want news, there are several channels to choose from. We also have about 20 audio programmes, so you can listen to country, jazz, R'n'B, hip-hop, African music and other music genres according to how you feel. Besides, we have introduced several new and exciting programmes over the last few months.

[Ssali] Tell us about some of the new programmes.

[Serugga] Recently, we introduced the Boomerang Channel. It is meant for kids and it shows the old cartoons like Scooby Doo and Tom and Jerry. Cartoon Network broadcasts the new cartoons and many people believe the old cartoons were better than what is coming out now. We have also increased the viewing time of Africa Magic to more than half a day because it has become very popular. We are also testing the UTV [Ugandan TV] signal on DSTV.

[Ssali] Ah, this is surprising. UTV on DSTV?

[Serugga] We have concluded the negotiations with UTV and at the moment we are testing the signal. Many people have complained about the UTV signal being poor, our customers will have a clearer picture. It adds value to our bouquet if we add a local channel. For example you can get South Africa's SABC on DSTV.

[Ssali] Does that mean the whole continent will be able to watch UTV?

[Serugga] Not necessarily, unless UTV acquires broadcasting licences in other countries.

[Ssali] So should we expect better content on UTV?

[Serugga] It's up to them. We are providing them with a platform to show their programming, but we are not responsible for their content.

Television is ranked high, among the causes of quarrels and fights in families. There is a question of who controls the remote. Having many channels just escalates this problem. The kids could want to watch cartoons, while their mum wants to watch Desperate Housewives and daddy wants to watch Arsenal playing Chelsea.

We solved that with our dual view decoder. You can use it to watch different channels on two different TVs. If a person's wife doesn't want to watch soccer, she will have an option to choose her own channel on another TV.

[Ssali] Why has the price come down?

[Serugga] We are interested in more Ugandans accessing our quality programming. Soccer is very popular in Uganda and the Premier League is starting on Saturday. We want more people to be able to catch the games in the comfort of their homes. We are also giving a chance to our customers who have analogue decoders to upgrade to DSTV.

[Ssali] You have been in the market for 10 years. Is Multichoice Uganda growing?

[Serugga] Yes, we are witnessing a 10 per cent growth every year.

[Ssali] What makes you tick?

[Serugga] We are always coming up with new innovations. Currently we have introduced an SMS system as a linking point between us and our customers. You send us an SMS and we rectify the problem immediately, because our lines are sometimes busy during peak hours.

We have also introduced a new decoder that has a superior design, surround sound and widescreen capacity. It also has RF and RCA video output, it is software upgradable with an integrated TV guide, plus interactive TV, including games and weather. It also has a universal remote control. We are striving to serve our customers better each and every day.

Source: BBC Monitoring Media

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