After launching as TopTV in 2008 by On Digital Media as a rival to MultiChoice's DStv, with its own lineup of premium entertainment and sports. They accumulated a chunk of debt and were on the brink of bankruptcy received several bids from a MultiChoice funded company, Zuku TV with their successful bidder being StarTimes.
Following the acquisition, StarSat was embroiled in controversy with the inclusion of pornography that led to several legal disputes with The Justice Alliance of South Africa (Jasa), Cause for Justice and Doctors for Life leading to this content to get taken off from airwaves only to be broadcast illegally and get taken off again.
At the time Top TV was broadcast the platform was said to have accumulated around 200,000 subscribers but having the possible closure, last minute bid by StarTimes and porn scandal this was reduced to 160,000 subscribers by 2013. Since then the Chinese broadcaster remained silent on its consumer numbers and rather reported their African base as a whole.
MultiChoice continues to dominate the African landscape with around 24 million subscribers with StarTimes coming in second with roughly 13-15 million subscribers.
Through a short statement we get to see the current state of its services in South Africa
Beyond economic growth, ICASA is also committed to ensuring the dissemination of information, entertainment, and education to the public. StarSat plays a key role in this, providing quality content to over 500,000 subscribers at affordable rates. Its service offers a diverse range of programming that supports the informational and entertainment needs of South Africans.
Let's remember, Openview was launched several years later and has more subscribers than StarSat amounting to 3 million which is almost half of MultiChoice SA's business which is 7 million. Although StarSat didn't give an accurate number this "over" thing has been used by DStv when listing the bouquet of entertainment for each package.
If anything, StarSat is probably sitting with 501,000-550,000 consumers in South Africa alone so they're lagging around the same corridor at governments struggling STBs which had its offering reach 400,000 homes by 2020. I think the big question now is how many consumers had they been gaining or if there was any growth in recent years.
When MultiChoice and eMedia Investments dumped the now defunct Glow TV from their platforms there were rumours swirling around that StarSat's consumer numbers were very low and most of the income accumulated by Glow TV resided with Openview.
These numbers sort of prove this theory just imagine how many channels StarSat has under their umbrella while brands like CNN and National Geographic are lucky enough to be viewed in other parts of Africa and through DStv. Local channels like Rising Sun TV and One Freestate Televisual probably have around 2000+ viewers and don't generate as much income.
The issue with StarSat to be honest has barely much to do with DStv I mean Openview launched years after them and still got more subscribers despite charging no monthly fees. If anything the issue would have to be how they position themselves within the market which is very dismal if not almost non existent.
I mean with DStv and Openview these can be found at major retailers like Makro, Game and PEP yet StarSat has no presence in those retailers. Then there's ad space, despite having an Openview at their grasp eMedia Investments even SABC still market DStv yet there's been no presence of StarSat in these endeavours.
