by Thinus Ferreira
At the beginning of April, MultiChoice and Showmax launched a new 1max linear TV channel on DStv without any fanfare as a TV channel to showcase content that is available on MultiChoice's video streaming service - but shown to DStv subscribers.
Here is what 1max is, and entails.
First things first - Oddly, MultiChoice, M-Net and Showmax made absolutely no effort to bring 1max as a new TV channel under the attention of the media. There was not even a press release or a channel logo issued.
To put this into context: A press release is always sent out as an email blast to media by MultiChoice that a new TV channel would be starting or has been acquired, even before the actual TV channel makes its debut on DStv. In this case nothing happened for 1max.
Secondly, the 1max channel borrows its design and brand colours from MultiChoice and Comcast NBCUniversal's relaunched Showmax video streamer.
The channel replaced M-Net's discontinued 1Magic TV channel on DStv channel 103 from the beginning of this month. The "1" is a legacy hold-over from 1Magic; the "max" is a suffix from the word Showmax to indicate it's a derivative linear TV channel from the streamer.
Thirdly: Who is responsible for 1max - MultiChoice, M-Net or Showmax? The answer is: All three.
Now let's get into 1max and what it is, for who it is, why it exists and what DStv viewers can see.
This information has been gleaned from MultiChoice, M-Net and Showmax, after a media query had to be made with specific questions since the information wasn't volunteered unsolicited as had been the case with TV channels added to DStv in the past.
1max on these DStv bouquets
Which DStv packages can get 1max and which DStv subscribers have access to 1max? DStv Premium and DStv Compact Plus subscribers have access to 1max according to MultiChoice.
1max is also just for DStv Premium and DStv Compact Plus subscribers in South Africa.
This tiering decision of MultiChoice and Showmax for this linear windowing channel is odd and here's why: DStv Premium subscribers already get Showmax as a video streaming service for free. Anything that is on 1max (on a schedule!) is already accessible on Showmax as a streamer (accessible at any time).
If MultiChoice and Showmax want to showcase what Showmax is, and what DStv subscribers could potentially get access to, it makes sense that 1max should really not be for DStv Premium subscribers but be accessible to lower-tiered DStv subscribers (which it is not).
What DStv Premium subscriber will wait to watch an episode of Yellowstone on 1max late at night, when it has already aired on M-Net (DStv 101), and is also accessible on Showmax itself, for free, at any time?
Similar to M-Net which had a daily unencoded "Open Time" when it launched to entice potential TV viewers to become subscribers, "Open Time" didn't do anything for people who were already M-Net subscribers. The function was to showcase and window what people could get access to who were not subscribers.
1max replaced 1Magic but what about ME?
MultiChoice and M-Net yanked both the struggling 1Magic and lower-tiered repeat ME channels at the end of March. With 1max replacing 1Magic, what is MultiChoice's replacement for lower-tiered DStv subscribers who got access to ME?
The answer is: Nothing.
MultiChoice and M-Net were asked what the replacement is for ME.
The answer is: "1max features
award-winning content from Showmax, reality shows and a host of acclaimed local
and international titles. 1max will be available to DStv Premium and Compact
Plus subscribers in South Africa. The channel is available to subscribers that
had access to 1Magic.
How long will 1max last?
What do MultiChoice and M-Net say about 1max? We asked for a quotable from an executive - the type of prepared quote which usually features in a press release about a TV channel launch.
We got this quote ascribed to from Shirley Adonisi, M-Net channel director for local entertainment:
"Launched on 1
April 2024 on DStv channel 103, 1max gives DStv Premium and Compact Plus
subscribers who haven’t yet signed up to the streaming service a taste of the
Showmax universe. 1max is an opportunity to introduce customers that prefer a linear experience
to Showmax content, international titles and content from our other territories
across Africa."
MultiChoice and M-Net were also asked whether 1max is a temporary pop-up channel or a permanent DStv channel, and if it is a permanent addition to DStv - meaning more permanent than pop-up, how long foreseeable 1max will run with Showmax content on DStv. The question wasn't answered.
Surprising content allocation on 1max
A surprise is that some of the content on 1max is brand-new content commissioned for the relaunch of Showmax as a video streaming service. Instead of watching the Thabo Bester doccie on Showmax, DStv subscribers can watch Tracking Thabo Bester on 1max.
That begs the question: Why are MultiChoice, M-Net and Showmax allowing 1max as a linear TV channel to blatantly cannibalise Showmax as a video streaming service?
Putting brand-new content on a linear TV channel as a "second window" while it's still on a "first window" means that the brand value and content value of the original destination - in this case Showmax - is devalued by the adjacent TV destination - in this case 1max.
Logically it would make more sense if just older Showmax content runs on 1max.
We asked why brand new Showmax content is on the linear channel and how this factors into the motivation to push people to sign up for, and sample Showmax as a streamer.
The answer: "The content on 1max
gives viewers a sample of what’s available on the Showmax streaming service and
encourages viewers who enjoy the shows to go to showmax.com and get streaming.
The full Showmax content library comprises tens of thousands of hours of
content from Showmax and our partners which customers can enjoy at their
leisure".
"DStv Premium subscribers
get Showmax at no additional cost and other DStv subscribers get Showmax at a
discounted price."
How the 1max schedule works
How does the 1max schedule grid work?
The response from MultiChoice and M-Net is that 1max kicked off its
content offering with a variety of Showmax titles such as Red Ink, Youngins,
Sports Wives and content such as the Nigerian telenovela Wura and The
Real Housewives of Lagos, as well as international series like Ted, Yellowstone
and season 6 of The Good Doctor.
"One episode of new content per show
will be available each week as the channel follows a linear format," the pay-TV operator explains.
"The first month
also includes the much anticipated and talked about series Tracking Thabo
Bester which recently broke the record for the highest first-day viewership
when it launched on Showmax and is must-watch viewing for South
Africans."
1max's name
We asked what the name 1max means.
The response: "1max is the linear
home to diverse local and international content as well as samples of content
from the Showmax service."
