On Digital Media plans its assault on DSTV
Incoming Pay-TV operator On Digital Media announced today that it has awarded a R120 million advertising contract to Net#work BBDO Cape Town, perhaps indicating to consumers that the company is ready to take on its primary competition Multichoice.
According to Net#work BBDO CEO Eric D’Oliveira the company will be assisting ODM in conveying “its ambition to provide real choice in the pay TV market”
“This is really exciting for us and a budget of that size will definitely give us creative leeway to take the competition head on. Already there’s been a mountain of thinking and work done and we are confident that the sizeable launch campaign will quickly position it as a viable alternative.” continued D’Oliveira.
ODM has reportedly “identified an untapped market of 3.8 million potential customers who they say will be able to afford their new tailor-made packages”.
“The pay TV market in South Africa has been monopolized for far too long by one player. At last, in line with the government directive to introduce competition, we will offer the South African public a choice.” says ODM CEO Vino Govender.
Although the company has been granted a broadcast extension to July 2010 by ICASA it plans to begin delivering services by April 2010. On Digital Media subscribers will require a set top box and a satellite dish to receive the ODM signal.
This will be installed by an accredited technician said company spokesperson Eloise Kelly, who added “quite a few” channels had been confirmed and that a group of ODM executives were currently overseas finalising channel offerings.
ODM versus DSTV – discussion
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