The South African satellite pay-TV operator MultiChoice just took a step back, and in doing so, took a major step forward.
After blocking and unilaterally withholding a newly-added TV channel, the MGM (DStv 140) movie channel, from its DStv Premium subscribers, MultiChoice jumped to unblock the MGM channel and to make it available from today to these customers following a lion's roar of outrage from subscribers.
The specific content and the specific channel supplied by Chello Zone in the United Kingdom was and isn't the issue.
What grated, shocked and stirred fear with DStv subscribers was MultiChoice's apparently new, and precedent setting decision and new policy of no longer making all possible TV channels accessible on its best and top-tiered DStv Premium package - the one for which DStv subscribers pay the most money monthly to receive all possible channels and TV content.
MultiChoice said that the decision to block MGM was made to limit further repeats and rebroadcast of content to DStv Premium subscribers.
Ironically the misguided channel blocking decision came in the same week as a marketing campaign whereby MultiChoice opened and allowed lower-tiered DStv bouquets and subscribers access to all the premium channels and content.
While DStv subscribers who are paying less than MultiChoice's most valuable customers were getting access to all the content they can't usually see, DStv Premium subscribers were ironically shortchanged by DStv's so-called "Open Week" and couldn't see the content they were suddenly blocked from seeing.
The badly planned and conflicting DStv marketing messages clashing in the same week - DStv subscribers getting access to content they're not paying for, amidst other subscribers paying top dollar with the expectation they're getting everything only to be told that they are getting blocked - further incensed DStv Premium subscribers and added fuel to the fire.
Livid DStv subscribers, including TV and South Africa's notable film critics, very vocally responded to MultiChoice, arguing, rightly so, that blocking a specific TV channel available on lower-tiered bouquets doesn't reduce repeats, but is depriving new and existing subscribers from some content they might want to see.
Furious DStv subscribers also said that they are paying for a DStv package with the presumptive value proposition that it will always contain and include all possible channels and content, irrespective of the repeat ratio of content or the library title load on those channels.
Facing a growing public backlash and subscriber revolt for embarking on a strategy where no single DStv bouquet will henceforth contain full availability of content for South African TV viewers anymore, MultiChoice relented and renegotiated with Chello Zone to make MGM available to all DStv Premium subscribers.
MultiChoice needs to be commended and thanked for taking a step back, in order to step forward. MultiChoice has showed that it is actually responsive to a mass of subscribers' legitimate concerns and is willing to fix and correct a mistake.
MultiChoice also responded quickly. MultiChoice also responded correctly.
By unblocking MGM, MultiChoice restored not only the integrity of its DStv Premium product and what DStv subscribers anticipate that they buy, subscribe to and will get; but MultiChoice also restored some of the pay-TV platform's integrity by signaling that it is in fact responsive and open to persuasive feedback from its 4,4 million South African subscribers.
In the face of the crisis precipitated by withholding MGM, but quickly making an informed corporate U-turn following major subscriber reaction, MultiChoice has in fact enhanced its public reputation.
MultiChoice is showing that it's not deaf to customer feedback, that the pay-TV company actually really listens to what DStv subscribers have to say, and is willing to try and make changes when subscribers respond and raise valid concerns.
That gives MultiChoice a refreshing and positive new trend line in a marketplace and economy where a lot of other big South African companies starkly refuse to even show that they listen and value customers, or legitimise customer complaints, despite the growing power of South Africa's fast-expanding middle class.
Like an oil tanker trying to make a course correction, a massive behemoth like MultiChoice needs some time to make a turn. Even small changes - especially as far as packages and content are concerned - have massive and extremely intricate and complex corporate and financial implications.
Yet MultiChoice instantly took to the rudder to try and make an adjustment. Even more commendable than the effected change, is the actual willingness MultiChoice displayed to try and rectify and improve the situation in response to DStv customers' feedback.
For that MultiChoice needs to be, and deserves, proper thanks.
