RECOMMENDATION DSTV AFRICA Tuesday 13th January 2026
RECOMMENDATION
DSTV AFRICA
Tuesday 13th January 2026
DSTV has been a part of many homes in Nigeria and Africa for decades, bringing quality programming from across the Universe and locally as well.
In order to keep DSTV more economically viable, the following recommendations are made:
1. If DSTV has not done that already make a comprehensive legal and accurate research of user interest primarily from legally obtained sales data of all channels to find out which channels customers prefer the most.
2. Create a flexible user system that allows users to purchase bouquets that are unique to them based on certain fixed price amounts, as currently the bouquets have prices. This is not a pay-as-you-go service, but rather an intelligent system that allows users to make selections of their own bouquets by using the DSTV Mobile Application. This means that people pay for what they watch most and, because they select their own channels, they have a great propensity to watch more. There is no point of a person having 100 channels and only watching 5 channels in one month. The person may feel cheated over having to pay for a fixed bouquet. Therefore, when the person creates a unique and customised bouquet, it would most likely feel good to the customer, who would not feel cheated even if he or she doesn't watch most of them because, psychologically, the person feels he or she paid for his or her particular choice.
This system would require considerable technical expertise, which DSTV, as an industry stalwart, should be able to accomplish.
Certainly, some channels cost more than others, so when developing this system, DSTV may categorise certain channels, a maximum of which can be selected in a particular price range or bouquet.
3. There is a need for DSTV to try to partner with a telecommunications company or perhaps more than one telecommunications company if they desire to develop a fixed Internet data package that makes economic sense for the average user and that lets the average user be able to watch some hours of DSTV on a mobile device affordably daily. This will create, in my opinion, unprecedented income streams for DSTV. The product needs to be well-designed and customised and tailored for each market where DSTV operates, taking into consideration the earning capacity of the population. For instance, having 3 hours a day of Internet data to watch and or listen to DSTV for 6,000 Naira per month may be an attractive package for mobile people across Nigeria who may even watch programming on the way to and fro work, for instance, or even at work for those working outdoors, for instance.
It is recommended that DSTV, while legally meeting the needs of its current clients, should consider mass-market products such as the 3 hour a day Internet data package. With DSTV fees, this could be priced at 9,000 Naira per month. It is advised that when discussing this with telcos, mentioning the total possible data required would help in getting a good pricing and deal. For instance, 3 million people using a 3 hour per day monthly package means 9 million hours of Internet time daily. When negotiating pricing, this could reduce per-unit pricing to 3,000 Naira or less and then the service or product could still be available for 6,000 Naira per month inclusive of Internet data.
DSTV lost 1.4 million users in 2 years. It can recover 1.4 million and an additional 1.6 million users in 3 years.
These are just a few quick recommendations. However, what is very important is that DSTV finds a legal way to preserve its hard-earned clientele and expertise in the market.
'South African parent company Shoprite exited Nigeria in 2021, selling its operations to Nigerian investors who kept the brand under a franchise.'
A very important South African company left Nigeria and it would be good to encourage others legally operating in Nigeria to grow their legal investments and successes.
From a concerned customer.
Written by Abiodun Mohammed Adeyemi Ajijola
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