by Thinus Ferreira
In one value-destructive go, MultiChoice is damaging both its premium M-Net (DStv 101) channel, and its attempts to try and push consumers to subscribe to its Showmax video streaming service, by scheduling something like the Showmax Original documentary series, Devilsdorp, on the blue ribbon channel.
Devilsdorp - a so-called Showmax" exclusive", is clearly not that exclusive - with M-Net suddenly playing "window channel" curtain-raiser for the local documentary series that will be screened on M-Net from tonight as an also-ran and burnt off in double episodes.
Barely 5 months after it was released on Showmax.
M-Net is supposedly the most premium TV channel on MultiChoice's DStv Premium bouquet but cracks have been starting to show as Hollywood studios have been allocating premium content to their international video streamers and not making it available through their international distributor channels for channels like M-Net to acquire.
M-Net is also making unforced errors by not acquiring content like WarnerMedia's Harry Potter 20th anniversary reunion for HBO Max that is premium and is new (which is available and was acquired by Sky in the United Kingdom, for instance).
Also denting its image is M-Net's inexplicable move to becoming a so-called "windowing channel" for content that has already been seen elsewhere, first.
M-Net has never been a windowing channel, meaning M-Net never used to punch down with content to re-air stuff that's been shown elsewhere already, previously. M-Net has always punched up.
Due to the content shortage because of the Covid-19 pandemic, M-Net did rebroadcast the first Showmax Original series, The Girl from St. Agnes in 2020, but that was supposed to be a one-off.
But now M-Net is showing Showmax's Devilsdorp like reheat-and-eat Christmas-leftovers from 2021 warmed up and redished in double servings for 2022.
It's sending several (bad) signals to DStv subscribers and video consumers in general, damaging both the perceived allure of M-Net and Showmax.
Firstly, MultiChoice, M-Net and Showmax are sending the message that you don't have to worry about getting Showmax.
Apparently, anything that is worth watching on Showmax will eventually be on M-Net - just wait.
Similar to how basically all of MultiChoice and M-Net's premium content for DStv Premium subscribers are cycled down over time to lower-tiered DStv packages, Showmax content will apparently eventually be "windowed" on M-Net.
Secondly, M-Net that used to be the showstopper main act and never before played or accepted supporting actor billing, is now apparently quite willing to take on a supporting role to literally showcase Showmax. It's bizarre and feels as if something is broken.
Is the M-Net kitty and content cupboard so bare that it's now okay to repurpose Showmax content?
And for Showmax subscribers: Why bother subscribing to Showmax or Showmax Pro and pay for that (or pay extra for that in addition to a DStv subscription) if Showmax is just going to have its content be windowed on M-Net anyway after a few months?
MultiChoice is deliberately inflicting damage on both M-Net (DStv 101) as a DStv channel, as well as Showmax here, diluting the value proposition and premium content proposition of both in one bizarre and badly thought-out move.
Is someone watching Devilsdorp on M-Net (DStv 101) going to think: "Wow, I'm watching a Showmax Original, I need to get Showmax?" No.
The DStv subscriber is going to think: "I'm watching something on M-Net, I don't need to subscribe to anything else because it will be on M-Net eventually anyway". The DStv subscribers might also think: "Why is M-Net showing old stuff?" This all damages M-Net's brand image.
Why are MultiChoice and M-Net turning the channel into a second child willingly wearing hand-me-downs?
A Showmax subscriber on the other hand who discovers that Devilsdorp is suddenly also on M-Net (DStv 101) might think: "Why am I paying for Showmax for exclusive content if it's all going to be on DStv?" This damages Showmax's brand image.
Devilsdorp that used to be on Showmax starts a rebroadcast run on M-Net on Thursday night at 21:30 with double episodes.
