DSTV
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Client
DSTV
Services Rendered
Audience Research and Analysis
Channel Development and Programming Strategy
Acquisition and Licensing
Marketing Collaboration and Campaign Support
Stakeholder Engagement
Deliverables
Conjoint Research Findings and Strategic Recommendations
Ethiopian Premier League Broadcasting Rights Agreement
Four New Exclusive Ethiopian TV Channels Launched
Enhanced Package Lineup and Local Channel Integration
introduction
DSTV Ethiopia, a subsidiary of the MultiChoice Group, is part of Africa’s leading entertainment company. While based primarily in Ethiopia, I worked closely with teams across Johannesburg, Dubai, and Nairobi, leveraging cross-regional collaboration to deliver impactful results.
As their Content Specialist, I served as the go-to programming expert for DSTV Ethiopia, overseeing a portfolio of over 150 channels. From sports and telenovelas to movies and music, I ensured internal teams had up-to-date information on programming, schedules, and upcoming content. Whether it was assisting customer support with lineup inquiries or collaborating with marketing to highlight key shows, I bridged the gap between DSTV’s vast content library and its Ethiopian audience.
My tenure was marked by a combination of strategy, creativity, and execution. From conducting extensive market research to launching innovative programming and securing exclusive rights, my work was instrumental in establishing DSTV as the premier entertainment provider in Ethiopia.
The Conjoint Analysis Project
One of my first major undertakings at DSTV was leading a comprehensive conjoint research study, a project that spanned six months and involved multiple departments and external partners. This research was pivotal in uncovering the preferences and priorities of Ethiopian audiences in relation to content and pricing.
Collaborating with a third-party research company, we interviewed over 1,000 participants from three different regions in Ethiopia. These in-depth focus groups lasted hours and provided invaluable insights. The research revealed that viewers craved greater variety, more local and original content, and affordable package options tailored to their needs.
These findings became the cornerstone of DSTV’s subsequent strategies. The research informed key decisions, including the introduction of new packages, the development of Ethiopian original channels, and the strategic addition of local channels to the platform. By grounding our initiatives in data, we ensured that every move aligned with our audience’s expectations and desires, resulting in a 25% increase in program engagement.
Developing New Channels with Original Content
To address the demand for original Ethiopian content, we developed and launched four new channels on the DSTV platform:
- Trace Muzika: A vibrant, 24/7 music channel featuring Ethiopian music videos from various genres. This channel became an essential platform for showcasing the country’s rich musical talent.
- ZeeAlem: A unique channel offering the best of Indian cinema and TV, dubbed in Amharic and Afan Oromo. This bridged a gap for audiences who loved Indian storytelling but sought accessibility in local languages.
- Nick Jr. Amharic: An educational and entertaining children’s channel, Nick Jr. Amharic was tailored to engage young viewers with content dubbed in Amharic, fostering a love for learning while celebrating local language and culture.
- Abol TV: The flagship channel, Abol TV, featured exclusive Ethiopian original content. From dramas and comedies to reality shows, Abol TV became a household favorite. I worked extensively on this channel, from evaluating pitches and developing scripts to overseeing productions. By partnering with talented local producers, directors, and writers, we created content that resonated deeply with Ethiopian audiences, significantly boosting subscriptions and viewership.
Securing the Ethiopian Premier League Broadcasting Rights
Football holds a special place in Ethiopian hearts, and the Ethiopian Premier League’s limited broadcast availability left fans yearning for more comprehensive coverage. Recognizing this opportunity, I was part of the team that secured the exclusive multi-million-dollar broadcasting rights for the Ethiopian Premier League.
This strategic acquisition allowed DSTV to air every Premier League game, a first for Ethiopian television. Competing against major players like Canal Plus and BeIN Sports, this deal gave DSTV a significant competitive advantage, increasing subscriptions by 12%. Football fans now had a compelling reason to choose DSTV, as we became the go-to platform for uninterrupted Premier League action.
Adding Local Channels to the Platform
To create a comprehensive entertainment hub, we integrated existing Ethiopian channels into DSTV’s lineup. These included popular private channels like Kana and EBS, as well as regional channels such as Amhara TV and Oromo TV. This move ensured that Ethiopian viewers could access both their favorite local programming and DSTV’s international offerings in one place.
This initiative not only enhanced DSTV’s appeal but also strengthened its position as a platform that celebrated and prioritized Ethiopian culture. By providing a balance of local and international content, DSTV set itself apart as a one-stop destination for diverse entertainment needs.
Social Media & Marketing Collaboration
Understanding the importance of aligning programming with promotional efforts, I collaborated closely with marketing teams to ensure content offerings were effectively communicated to audiences. As the programming expert, I provided insights during weekly meetings, helping shape content calendars and identify high-priority programs to highlight.
My contributions included crafting captions, advising on campaign strategies, and even supporting visual and video content creation. This collaboration ensured that promotional efforts were always aligned with audience preferences, boosting subscriber engagement and enhancing the overall perception of DSTV’s offerings.
Conclusion
My time at DSTV Ethiopia was defined by a commitment to innovation, collaboration, and cultural resonance. Through initiatives grounded in rigorous research, I played a pivotal role in transforming DSTV’s offerings, ensuring they aligned with the evolving preferences of Ethiopian audiences. From conducting groundbreaking research to launching new channels, securing exclusive broadcasting rights, and enhancing local programming, I contributed to DSTV’s mission of delivering unparalleled entertainment experiences. These experiences not only honed my skills as a content strategist but also underscored the power of localized, audience-driven solutions in achieving lasting impact.