In another sensitive cable that's part of the new batch of tens of thousands of US diplomatic cables released by the whistleblower site WikiLeaks, the American consulate in Lagos - talking about the booming satellite television market in Nigeria in 2009 - notes that ''MultiChoice's experience across Africa was that viewers, once hooked on satellite television, rarely cancel their subscription in response to an economic slowdown, suggesting that entertainment is seen as more than simply a luxury good.''
The 2009 US cable mentions MultiChoice Nigeria managing director Joseph Hundah saying that MultiChoice subscriptions had grown 300% over the last three years ''and now totals some 370 000 prepaid accounts'' and that MultiChoice would continue to depend on the top end of the market, but he acknowledged that less expensive competitors had exposed a new layer in the consumer market that his firm was eager to target.''
The US cable mentions the pay TV competitor, HiTV saying that ''Nigerians had an affinity for American television programs but noted that the decision years ago by American firms to sign exclusive pan-African distribution rights with MultiChoice South Africa precluded HiTV and other Nigerian satellite companies from broadcasting popular programs'' and that ''these contracts were signed at a time when MultiChoice was virutally the only satellite provider in Africa.''
The cable says ''Nigerian youths today, for instance often did not know who Mickey Mouse was due to exclusive rights for Disney products given to the upmarket MultiChoice.''
''Discovery Channel had created a separate content line to distribute to HiTV and other channels on a non-exclusive basis while still complying with its MultiChoice contract'' - a model that HiTV ''was encouraging other American firms to adopt.''
Both HiTV and MultiChoice Nigeria noted plans to expands service throughout northern Nigeria where they admitted penetration to date had been weak. The cable summarises about the Nigerian satellite TV market that ''while this market is very young, it looks promising for American distributors who can deliver popular programming.''
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