by Thinus Ferreira
From 1 August 2023 MultiChoice will be rebranding its DStv app as DStv Stream for reasons not yet known.
MultiChoice's DStv streaming app has also been known as DStv Now, DStv Catch Up and the generic DStv App.
The reasons for the latest branding changes are not yet clear but it is taking place before MultiChoice's relaunch of its Showmax video streaming service at the end of 2023 together with Comcast and NBCUniversal.
I'm told that MultiChoice has tried to improve the content discovery process further with the DStv Stream rebrand - something that remains one of commercial video streaming's biggest hurdles.
Users of video streaming services frequently say that they're overwhelmed by swiping tiles, don't know what content or shows are about, where to find the content that they want to watch, and don't know how to get to what they might be interested in watching.
With the upcoming DStv Stream rebrand for its app, MultiChoice likely also wants to more clearly delineate the difference between DStv streaming - now DStv Stream from August - and Showmax, as separate services.
This will be especially important once Showmax 2.0 becomes operational and is launched by the end of this year.
MultiChoice said in its latest financial results report that the Randburg-based pay-TV operator intends to relaunch Showmax before the end of its next financial year, meaning the end of March 2024, but CEO Calvo Mawela has since clarified that MultiChoice has moved the relaunch date up and will now do so before the end of this calendar year, meaning before the end of December 2023.
By Friday afternoon there's been no press release or media statement from MultiChoice or its various PR agencies. MultiChoice was asked about DStv Stream on Friday and why the change is taking place. Comment will be added here when received.
On Friday, after reporting that the DStv app is getting rebranded as DStv Stream from 1 August, some DStv subscribers told TVwithThinus that they had actually received "emails" from MultiChoice about the upcoming DStv app change to DStv Stream which will be happening from August.
In an email send to DStv subscribers on
Friday afternoon, Mawela wrote that "From the 1st of August your DStv
app will now be called DStv Stream"
According
to Calvo Mawela, the DStv Stream rebrand means "Better personalisation for
you to discover content. Profiles for each family member. A smoother, simpler
streaming experience. Change soundtracks to your local language where
available."
"As a sport lover, my personal
favourite is the league and tournament pages feature. They make following your
favourite teams, cups and leagues so much more enjoyable, and this is just the
beginning."
"We have so many exciting new features and experiences planned to
enhance your enjoyment. Combined with more live sport than any other
broadcaster in the world, Superfans like myself can kick back and enjoy the
home of sport."
"I look forward to your feedback and hope you enjoy the updates
to DStv, via our DStv Stream app. You will be able to enjoy these features with
an update to your existing app from the 1st of August."
UPDATE Wednesday 2 August 2023 10:45am:
One of MultiChoice's PR agencies issued a press release on Tuesday 1 August which was sent only to some media.
"MultiChoice South Africa is excited to announce the launch of DStv Stream: our newly renovated home of entertainment. The all-inclusive entertainment platform continues to bring you the best sport, local and international content, anywhere," the press statement reads.
MultiChoice says DStv Stream will offer "Better personalisation for you to discover content in your profile, a smoother, simpler streaming experience" as well as the option to "Change soundtracks to your local language where available. This includes live sports commentary IsiZulu, isiXhosa, Portuguese, Afrikaans, and English."
"From the initial launch of the first decoder to pioneering digital satellite TV and now with DStv Stream, what drives innovation for us, is providing our customers with the content they love, in the way that’s best for them.” says Marc Jury, MultiChoice South Africa CEO.
"The launch of DStv Stream is just the start. As the home of entertainment, sport and local we will continue to deliver unrivalled value and choice for our customers. This way, every single South African can enjoy the magic of our content."