Because there is nothing like premium when it comes to mass media. Like one of our mentors used to tell us: “it’s called mass for a reason”.
CNBC (the supposedly elite business TV channel) is officially come to StarTimes (the decidedly mass Cable network) from this week. It launched Saturday.
CNBC Africa, along with Forbes Africa, are under the ABN Media Group, based in South Africa.
They are now coming for the 3.5 million viewers StarTimes has in Nigeria.
Frederic Van de vyer, who leads the West African market for CNBC Africa says: “The partnership with StarTimes comes at the right time as the present demand for reliable business and economic updates is very high due to the present recession; we look forward to a great collaboration over the years to come.”
Translation: Times are hard, advertiser money has reduced, and we have realized that in this Nigerian market, ‘premium’ is a myth. There are not enough of them and they are all watching Game of Thrones and CNN. To make money, we need to respond to the market. Oyinbo people call it: adapt or die.
And our takeaway: StarTimes OWNs the Nigerian market, when it comes to sheer eye balls. Take it or leave it.