DStv PVR pricing unhappiness
MultiChoice aired a commercial across various DStv channels promoting the features of its personal video recorder (PVR) decoder which led to a complaint being lodged with the ASA.
According to the Advertising Standards Authority (ASA) of South Africa’s report, the commercial features a male character sitting on a couch in a lounge explaining the different functions of a PVR decoder.
This includes features such as pausing, rewinding and playing live television in slow motion.
The following wording appears on the screen underneath a decoder:
HD PVR DECODER
NOW ONLY R1 899
A disclaimer at the bottom of the screen reads “Contact your nearest MultiChoice office or agent for local pricing” and below that in an even smaller font, “SA only – while stocks last – Excludes dish & installation – T’s & C’s apply – Decoder models vary per country”.
The ASA summarised the complaint, saying that the complainant submitted that the advertisement was misleading as MultiChoice’s PVR’s won’t perform the functions unless a PVR access fee is paid in addition to the purchase price and existing DStv subscription.
According to the complaint this is misleading because the ability to pause, rewind and use slow motion should be inherent in the product.
The ASA reported that MultiChoice addressed the merits of the matter but also said that they would discontinue the commercial.
“The ad in question has since been amended,” said Jackie Rakitla, general manager of corporate affairs at MultiChoice South Africa. “There was no intention from MultiChoice to mislead.”
Details of MultiChoice’s response weren’t provided and the merits of the issue not considered as the ASA has a long-standing principle to accept an undertaking from an advertiser to withdraw or amend an advertisement in a way that addresses the concerns raised.
DStv PVR pricing unhappiness << Comments and views
Loading ...