Cell C takes on DSTV, HCI with set- top boxes

Cell C, a leading South African telecommunications company, recently unveiled its innovative set-top box for video streaming, along with a range of affordable prepaid data bundles to support its new Black video-on-demand platform. The platform aims to provide customers with a one-stop shop for connectivity and content, offering a diverse range of services including movies, series, gaming, and local content. In a recent interview with CNBC Africa, Cell C CEO, Jose Dos Santos, discussed the success of the Black platform and the company's strategy for disrupting the traditional streaming industry. Dos Santos expressed excitement about the early uptake of Black, citing positive feedback on social media channels and an active customer base of around 20,000 users. He highlighted the platform's unique features, such as flexible payment options, including the ability to subscribe for specific content for a day, a week, or a weekend, rather than a traditional monthly subscription model. One of the key goals of the Black platform is to offer affordable access to premium content, including popular sports channels like Fox Sports 1 and 2, as well as European football leagues such as La Liga and the English Premier League. Dos Santos emphasized the importance of providing South Africans with a wide range of content choices at accessible price points, in order to compete with established players in the market such as Showmax and Netflix. Additionally, Cell C is working to lower data costs for Black users by cross-subsidizing data with content services. Dos Santos explained that the company's long-term vision is to reduce or eliminate data costs for Black users, as the platform gains critical mass and popularity. By leveraging partnerships with content providers and focusing on customer-centric pricing strategies, Cell C aims to revolutionize the streaming industry in South Africa. Dos Santos also addressed the issue of local content creation and distribution, highlighting Cell C's commitment to showcasing African talent and providing opportunities for local musicians and artists to reach a broader audience. He called for greater diversity in content distribution and challenged existing industry players to open up access to a wider range of content for South African consumers. Overall, Cell C's Black platform represents a significant step forward in the evolution of video streaming in South Africa, offering consumers a compelling alternative to traditional pay TV services with its innovative features and competitive pricing. As the platform continues to grow and expand its content offerings, Cell C is poised to become a major player in the rapidly evolving digital entertainment landscape in the region.