MultiChoice Nigeria has slashed the price of its DStv decoder by 50 percent — from ₦20,000 to ₦10,000 — as part of a new campaign aimed at winning back customers and countering declining subscriptions.
The announcement comes as MultiChoice Nigeria remains locked in a legal dispute with the Federal Competition and Consumer Protection Commission (FCCPC) over its recent price hikes.
The pay-TV company announced the move in a statement on Tuesday, unveiling a consumer-focused campaign titled “We’ve Got You”, which commenced on 16 June and will run until 31 July. As part of the initiative, active and returning customers will also receive a free subscription upgrade.
According to MultiChoice, the campaign is designed to ease economic pressure on Nigerian households and improve access to digital television services.
John Ugbe, Chief Executive Officer of MultiChoice Nigeria, said the initiative reflects the company’s commitment to customer satisfaction and improving daily viewing experiences.
“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” Ugbe said.
He added that the campaign aims to reposition DStv as more than just a platform for sports enthusiasts.
“The ‘We’ve Got You’ campaign is about making premium content more accessible and showing that DStv offers something for everyone, not just football fans,”he explained. “By repositioning itself as a platform for daily value, DStv aims to encourage content discovery across a wider array of genres, including movies, drama, kids’ programming, and news. This means more channels, more shows, and more reasons to tune in every day.”
However, MultiChoice Nigeria remains locked in a legal dispute with the Federal Competition and Consumer Protection Commission (FCCPC) over its recent price hikes.
On 24 February, the company announced an increase in subscription rates for both DStv and GOtv packages, effective from 1 March. The adjustments saw significant rises across the board: DStv Compact moved from ₦15,700 to ₦19,000; Compact Plus rose from ₦25,000 to ₦30,000; DStv Premium jumped from ₦37,000 to ₦44,500; and GOtv Supa Plus increased from ₦15,700 to ₦16,800.
The price hike — the second in less than a year — sparked public outrage and prompted the FCCPC to summon the MultiChoice Nigeria CEO for an investigative hearing on 27 February.
Despite the regulatory intervention, MultiChoice went ahead with the new pricing and subsequently filed a lawsuit on 3 March. However, the court dismissed the suit on 8 May, describing it as an abuse of court process.
With the new promotional campaign, MultiChoice appears to be making efforts to soften public sentiment and reaffirm its relevance in an increasingly competitive and price-sensitive market.
Boluwatife Enome
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