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TSTV: A Case of another Company that Rushed To Launch

TSTV can point fingers in every direction if they please but the truth remains that they are the chief reason why the brand has not succeeded as much as it should thus far.




It was 2017 when news broke that there was a seeming messiah coming to break the monopoly of South African-owned satellite television giants DSTV.

Nigerian television owners threw caution to the wind and celebrated endlessly for the prospect of a company coming to show DSTV how it is done. For one TSTV promised mouth-watering features that even the most ardent supporter of DSTV will be interested in.

Pay-per-view television, premium channels at a meager price of 200 Naira per day, and an add-on bonus of 20 Gigabyte free data allowance for a whole month were features that TSTV promised their subscribers.  So, as you can see, there were a lot of things to celebrate.

However, with the launch of the TSTV brand on the 1st of November 2017, Nigerians quickly found out that the company has made a lot of empty promises.

Many Nigerians groaned that they couldn’t get TSTV decoders to buy and people complained that some stations had blacklisted the few decoders that were bought as illegal viewers.

Bein Sports was the first station to send push notifications to users that they were illegally viewing their stations on TSTV. TSTV quickly came out to dispel the issue claiming that their platform was hacked and that they were working on restoring it to full operations as per pulse.

After many Nigerians tried unsuccessfully to buy decoders, they  took to microblogging site Twitter to voice their frustrations. TSTV again came out to quell the frustrations promising that they were going to roll out decoders on the 1st of November, 2017. November the 1st came and passed without TSTV delivering on their promise leading to a bigger nail in their coffin.

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After the failure to deliver, TSTV again promised customers that decoders were going to be available for purchase before the 2017 Christmas celebrations. Again, they floundered. After this period, nobody heard from TSTV about the availability of the decoders until April 2018 when the CEO of TSTV, Bright Echefu released a statement claiming that TSTV has not been able to release decoders due to the battle with competitors. In the statement, he lamented about the “fight” that they have had to face since the day that they announced that they were launching. He went on to say that they did not anticipate all the battles that they were being faced with at the time.

In the press release, he also announced that, for the time being, TSTV will migrate to the government-owned Nigerian Telecommunications Satellite.

TSTV intimated Nigerians that they could now access TSTV with free-to-air decoders. Telling new customers to position thier dish to 42.5E and frequency 12625 while saying that existing customers should position their own dishes to 42.5E and frequency 12589.

In the same April 2018, TSTV announced the availability of a new “sassy decoder” that did not have the capabilities that the company first promised. According to Technext, the Sassy decoders had features like subscription pausing and PVR capability but they did not come with internet-enabled capabilities and sure as day, did not come with the free 20GB that the company promised before launch. More annoying to customers was the fact that among the 70 channels that the decoder came with, there were no premium sports channels!

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Customers also complained about receiving decoders without dishes while a number of other customers complained about still not getting their decoders due to “logistic difficulties”.

From all the complaints on social media, one thing was still clear; TSTV had still not gotten its act together.

While one can understand and indeed sympathize with the fact that TSTV has had fierce battles in their quest to launch, it should not be an excuse for the brand to fail.

Time and time again, TSTV has promised its customers that they will do better and time and time again they have failed their customers.

One of the biggest hallmarks of a good company is transparency. TSTV has had countless opportunities to come out and tell their customers that they misjudged somethings and cannot deliver what they promised but they failed to do that.

The company has seemingly decided that the best strategy for them as a company is to always cover up their lies and try to fix it in the background but it has been proven that that is not the way forward for a company in the 21st century.

Even the manner in which TSTV launched left many market professionals beleaguered. For a company that knows how tough their competition in DSTV will be, it looked like they rushed to launch their product.

If they had carried out a proper market analysis to see how their product will be perceived, then signed proper agreements with third party broadcast parties and produced enough decoders for the demand that they had in the beginning, TSTV will not have needed to apologise for the unavailability of decoders more than thrice.

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The CEO’s excuse that they had been fighting battles since they announced their launch is flimsy to this writer because any entrepreneur that knows his onions will expect that if they come into a market where their competitor owns over 90 percent of the market share, they will not allow him into the market with a handshake. It might not be fair, but if your competitors can stop you from competing with them, they will. That’s the very essence of having competitors.

Let’s be fair; TSTV’s woes have not been brought on by their competitors alone as they have claimed, they have also been the architect of their own failures. Broadcasting programs from a media house without obtaining permission or license is self-sabotaging, not making decoders available when it is clear that customers were looking for it is self-sabotaging, more importantly, not providing services that you promised your customers is self-sabotaging.

TSTV can point fingers in every direction if they please but the truth remains that they are the chief reason why the brand has not succeeded as much as it should thus far.

Whether they accept it or not, the facts point to the direction that TSTV is another brand that was rushed to launch without doing the proper research.

Saviour Adugba is a journalist by day and a poet by night. He is fascinated by the internet of things, virtual reality and connecting the dots for brands. Saviour is the Lead, Content Development at

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