Change is in the air for Russia’s DTH industry, with NTV-Plus the focus of attention.
Launched in 1996 as a four-channel analogue service, NTV-Plus holds the distinction of being the longest-established satellite platform not just in Russia but the whole of CEE.
From the onset, it was targeted at more affluent sections of the population, initially in Moscow and St Petersburg but then elsewhere in the European part of the country. In due course, it also became available east of the Urals though still sought an upmarket clientele.
Certainly in its early years, NTV-Plus thrived in what was otherwise a chaotic Russian TV marketplace. Indeed, there was genuine pride in the fact that Russia could operate a successful pay-TV operation not dissimilar to those found in Western markets and it was once described to me as a ‘jewel in the crown’.
Although NTV-Plus soon established a reputation for being a pioneer – it introduced both HD and 3D services into the country – and a leading provider of content for other operators, it failed to grow its subscriber base. Most sources now put the latter at the 600,000-650,000 mark, which is little changed on a decade ago.
NTV-Plus was also to some degree left high and dry by the appearance of competition, with one platform in particular – Tricolor TV – taking the market by storm.
There was talk of a merger between NTV-Plus a couple of years ago but nothing materialised. However, consolidation in the marketplace in the next few years looks inevitable, with this still the most likely deal.
Given that NTV-Plus has been losing money, its owners Gazprom Media have now decided to make the service much more affordable – and therefore competitive – by slashing subscription fees to levels little different to those charged by other Russian platforms.
Although the move is in itself not a surprise, it marks a significant departure for NTV-Plus and will undoubtedly impact not only on Russia’s DTH market but wider TV industry.
Put simply, it will make a top-of-the-range pay-TV service accessible for the first time to most of the population.
