MultiChoice is running a "win back" R699 special to lure back DStv Premium subscribers who have left, and says the deal - only available to ex-subscribers - isn't a secret although MultiChoice is marketing it with "SHHH! Don't tell anyone".
Amidst the continued slide in the percentage of DStv Premium users who form part of the overall number of subscribers to the offering from Naspers' pay-TV arm, MultiChoice is now reaching out to ex-subscribers who left.
As part of its latest effort to combat DStv Premium churn, MultiChoice is sending emails and SMSes to people who used to have DStv but cancelled, enticing them back with a monthly DStv Premium subscription of R699.
Since April DStv Premium now cost R809 monthly, with DStv Compact Plus and DStv Compact priced at R509 and R385 respectively.
"SHHH! Don't tell anyone - we have a special offer for YOU! DStv Premium for only R699 per month!" says MultiChoice is promotional emails and "We've got a special offer - come back to DStv Premium & pay only R699pm until end October!" in SMSes to cancelled subscribers.
The R699 per month DStv Premium offer is however only valid from this month until 31 October.
MultiChoice told TVwithThinus on Thursday in response to a media enquiry that the R699 per month offer is "targeted at DStv Premium customers who cancelled their DStv some time ago. It's a welcome back offer to give them an opportunity to see the newer content and benefits like Showmax and DStv Now they might have missed out on since they left DStv".
"This offer is only valid until end of October, and any customer taking this up will pay the usual fees from 1 November."
MultiChoice says "this is not a secret or unusual offer. Running win back, stay connected, or join campaigns is a normal part of our, and any company's, marketing activities".
"We make a range of offers for our customers on all of our DStv packages. We also offer previews of packages to our customers – recently we opened the DStv Family package to our DStv Access customers for a month."
MultiChoice says that "through our DStv Moments campaign, we've made a number of offers to our DStv Premium customers. Those still on single view decoders were offered DStv Exploras with installations and WiFi Connectors so they can enjoy an enhanced entertainment experience".
"We have also given our DStv Premium customers complimentary event experiences at DStv Delicious, Katy Perry, Bryan Adams, Johnny Clegg, Joy of Jazz, Durban July and Bastille Festival; as well as complimentary sport experiences for international and local rugby, soccer and cricket. We also offer goodies such as retail vouchers and winter warmers."
MultiChoice says it will "continue to provide our customers with special offers and special experiences".
Although MultiChoice's overall number of subscribers keep growing, the percentage of DStv Premium subscribers keep declining as consumers don't feel that it offers enough premium and exclusive value for money anymore.
The number of DStv Premium subscribers fell again in the financial year until the end of March 2018, down another 41 000 from 1.962 to 1.921 million subscribers during the year. DStv Compact rose from 3.18 to 3.52 million subscribers.
MultiChoice lost 100 000 DStv Premium subscribers in the previous year.
Earlier this year MultiChoice SA CEO Calvo Mawela at the hearings of the broadcasting regulator, Icasa, into the pay-TV industry, blamed the loss of the 100 000 DStv Premium subscribers on Netflix South Africa that it said should be regulated more and also pay taxes and invest in the local industry as it's forced to do overseas.
