DStv explains repeats
South Africans are more intolerant than most regarding movie and content repeats according to research done by DStv.
The pay TV operator is well aware of what their target market requires of them which is why they have strong policies governing repeated content on their various channels.
What SA viewers dislike
Aletta Alberts, GM for Content at DStv, said that consumers in other nations cut their teeth on cable, rather than satellite, getting them used to repeats. South Africans went straight to satellite which typically offers less repeats, creating a group of more discerning viewers.
Alberts noted that shopping channels, for example, are not well received by South African viewers whereas international viewers are more tolerant towards them. Content that is repeated too often is also a big bug bear for local viewers.
This is why, according to DStv, they test new channels with their target audience first to make sure they make the grade. Movie licenses, which are set by the movie industry, determine how many times a movie must be repeated and in what time frame.
SA low on repeats
According to DStv, South Africa has one of the lowest repeat rates in the world. On average movies are repeated around 10 times per channel. This is much lower than the 20 repeats typically found in the US.
DStv on average repeats a movie 10 times, a TV series 4 to 6 times and documentaries 6 times.
It is necessary for a pay TV operator to repeat content not only to allow viewers to catch up on movies or TV episodes they have missed, but also because of the amount of content that is released each year.
There are 8,760 programming hours in the year that need to be filled per channel, with DStv broadcasting more than 40,000 hours of movie content annually.
According to DStv, Hollywood produces on average 600 new movies each year, accounting for approximately 1 200 hours of viewing time per year. New documentaries account for a further 500 to 700 hours per annum.
Viewer education
Whilst repeats are necessary and even convenient, there is room for viewers to receive better information regarding the scheduling of repeats.
DStv said they are well aware of the fact that they need to improve communication regarding the scheduling of repeats across family channels like MNET and MNET Series.
They are currently working on strategies to educate people on how to navigate with their website forming an integral part of this task.
DSTV repeats – give your views
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