AUGUST 30, 2016 – GOTV, a subsidiary of MultiChoice, prides itself as the home of African television that is committed to delivering family entertainment to Africa.GOtv’s Launch in Nigeria & Brand promise
The pay-tv service provider launched operations in Nigeria, first, in Oyo State, on October 11, 2011 with a brand promise, to be “A low cost digital television service, offering the greatest selection of local channels, made in Africa for Africans as well as the best international channel”.
Five years ago, the TV service chose to provide the greatest selection of local channels made in Africa for Africa by offering two bouquets: GOtv Plus: 33 channels (N1,500) and GOtv: 26 channels (N1,000) which were sold for N9,900 (decoder and indoor antenna only) and features in its bouquet TV channels such as Africamagic Plus, Discovery, Disney Junior, E-Africa, E! Entertainment, Nickelodeon, Select Sport, Style, BBC World News and Al Jazeera and in addition, local TV channels AIT, LTV, NTA Plus, NN24 and STV.
Also, at launch, GOtv’s ‘simple’ message was “A clarion call to GO…” Breaking down the message, GOtv urged Nigerians to “get a digital decoder & join in the digital migration; enjoy crystal clear pictures & sound; enjoy quality entertainment at an affordable price”.
“GOtv’s strategy has been to remain hyper-local; using local lingo, slangs and landmarks which our audience could relate to because our subscribers and targets are grassroots”, according to John Ugbe, managing director, MultiChoice Nigeria.
Three years on, GOtv has become one of the solid stations in the Digital Terrestrial Television (DTTV or DTT); a technological evolution of broadcast television and advancement over analog television.
Efe Obiomah, GOtv’s public relations manager, puts it this way: “GOtv’s outstanding performance as the leader in the Nigerian DTT space is even re-echoed in the subscribers’ testimonies. GOtv is a complete companion; choice of channels which they enjoyed with family & friends; a new journey of escapism; part of their lives. This insight that GOtv is ‘more than entertainment’ led to a brand refresh, because we brought change in pay-off & re-naming of the lower-tier bouquet from GOtv to GOtv Value”.
Spread
Today, GOtv’s signal has spread to over 50 cities in 24 states and the FCT with 3 bouquets: GOtv Plus: 50 channels (N1,800 monthly); GOtv Value: over 25 channels (N1,200 monthly) and GOtv Lite: over 18 channels (N400 monthly), GOtenna decoder selling for N6,900 GOtenna with three months subscription.
Milestones @ 5
Digital since inception, GOtv was the first to launch the approved DVB-T2 decoders in Nigeria in 2011; first DTT pay-TV to carry radio channels on its platform – Wazobia FM and Naija FM 102.7; launched door-to-door customer service scheme – GOtv Sabimen; youth empowerment through the GOtv Canvasser Scheme and supporting the development of sports in Nigeria.
The Station is credited for reviving professional boxing through the GOtv Boxing Night launched in November 2014 – eight events so far; sponsorship of grassroots football club – Ikorodu United FC and self service – great improvement.
New Identity
What will the future look like for GOtv? During a recent press conference to announce activities lines for the fifth anniversary celebration, Obiomah made a presentation where she said that the brand attributes remain unchanged, implying the pay-tv service provider will remain bold; friendly, simple; innovative and pragmatic, but with more insight, “GOtv is so irresistible that our subscribers cannot stop talking about it.
“The football gets our subscribers ‘GOgetters’ bonding, jumping and hugging; the cartoons get GOkids laughing and learning; the telenovelas get GOgetters bonding and glued to their screens; the religious content get GOgetters lifted, praising and the music content get GOgetters dancing”.
So, to celebrate its 5th anniversary, GOtv launched a new campaign to capture these emotions as a TV service provider that gets subscribers to talk, scream, laugh, sing, dance, lifted, bonding, which it calls “GOtv Lite”
Why GOtv Lite
Obiomah added that “In this tough economic situation, we have introduced a new bouquet that is; most affordable in the pay-tv market; giving subscribers more choice and flexible subscription rate of N400 per month (which is approximately N13 per day); every 3 months at N1,050 and every 12 months at N3,100”
GOtv Lite comes with nine local channels; two (local) radio Stations; two religious-based stations; children and music channels, one each; two news and commerce channels; entertainment and sports channels too.
While Nigeria CommunicationsWeek readers patiently wait in those States where GOtv signals are yet to go live, for now, GOtv should not relent on its promise to: remain same great digital quality; the best content available on DTT; more channels; innovation; simple services and placing the Customer First.
