GTV cashes-in on low pricing

Subscribers from sub-Saharan Africa are reportedly happy with the Pan-African news, entertainment and sports content that was hitherto lacking on other pay television channels.

Julian McIntyre, president of Gateway Communications that provides GTV service, is optimistic that GTV will garner more subscribers as many viewers are happy with the services.

Currently, many African television viewers have to grapple with high subscription fees while a large section of others have been craving for a more homely satellite television that would air African programmes.

On the issue of pricing, McIntyre hastened to say that GTV would cash in on affordability. "Our subscription price is aimed at penetrating the chronically underserved African television market," he said, adding that GTV programmes are something to write home about.

The sub-Saharan television service provides a unique bouquet of high-quality international and local entertainment content with a high regard to viewers tastes.

Among other things, it targets customers who have hitherto been unable to afford subscription services and who have been limited to national, free-to-air television stations.

McIntyre decries the monopoly exercised by rival pay televisions and states that GTV will reverse the trend of monopoly pricing previously faced by the African market.

"Any pay television service keen to penetrate the African market should put the issue of affordability at centre stage as many African viewers cannot part with a lot of money for services that are not worth their viewing," he said.

And on content, GTV brings to the African viewers a range of high quality pass through channels and content from the African continent. Among the programs aired by the service include a diverse range of news, sports, movies, popular series, music, and religious content.

GTV's home grown channels include the popular 'G Prime', which is an entertainment and movie channel, and 'G Sports' that airs 'live' international and African sports including European football.

GTV's services are currently enjoyed in Kenya, Tanzania, Uganda, Zambia, Zimbabwe and Malawi.

However, Fred Cornet, the spokesperson of Gateway Communications based in South Africa says GTV should not be expected in South Africa soon due to the presence of Multichoice Africa.

GTV also focuses on promoting the African continent.

Recent studies show that less than 1% of sub-Saharan African homes who have televisions sets subscribe to pay-TV services, compared to 15% in Eastern Europe, 36% in Western Europe and 93% in North America.

In Kenya, figures are still grim with only 23,000 television owners out of 2.2 million subscribing to satellite television services.

GTV is operated by Gateway Broadcasting Services, a subsidiary of Gateway Communications, a leading provider of communication services to telecommunications operators and corporations in Africa.

GTV is reported to have invested over $250 million (Sh16.9 billion) in mobile and TV services in Africa.

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