M-Nets Express from the US has been a tremendous success the past year for M-Net and MultiChoices DStv. With the new Game of Thrones which will be shown at exactly the same time in SA as in the USA from April, M-Net SA's boss Yolisa Phahle talks about the process' ongoing success. by Thinus Ferreira
The past eight months on M-Net has seen a revolution of rapid TV roll-out of overseas shows M-Net has branded Express from the US - a process whereby American TV shows are broadcast in South Africa and through the rest of the continent very soon, often within 24 hours, after being shown in the USA.
Since M-Net introduced Express from the US in July 2014 it has once again changed the South African viewing experience when it comes to pay-TV in this country - allowing M-Net and DStv subscribers to not only watch shows (and minimise spoilers) at the same time as the rest of the world, but giving viewers the opportunity to join in the global conversation around shows and episodes.
Last week M-Net announced that the 5th season of the high-buzz and acclaimed drama Game of Thrones will be shown on M-Net in South Africa from 13 April at exactly the same time as in America on M-Net Edge (DStv 102) - pushing the concept of Express from the US even further and again shattering viewer expectations.
Channel24 spoke to Yolisa Phahle, M-Nets CEO for South Africa, about M-Nets Express from the US success.
How does M-Net decide which of the titles are earmarked as Express from the US shows and when do you take them off from that pedestal, and how do you put them into that bracket?
Yolisa Phahle: What we do is that we look at a number of factors. One of the things is most talked about, if its a massive series that has broken out in the United States and that the whole world is talking about.
Then we assume that our audience would also like to see that at the same time.
The other thing huge award-winning series like Game of Thrones - especially around the positioning of the M-Net Edge (DStv 102) brand where that channel is a channel which really deals with cutting-edge and future-forward drama, drama that people are talking about thats recognised by the critics and the public.
The other thing is we also look to see which is the most pirated shows because if youre a DStv subscriber, we believe that youre paying, so you should be able to watch those shows easily and when you want to, instead of in a sense encouraging the piracy problem - which is a major issue for studios and broadcasters all over the world.
Is there a limit on the number - a self-imposed limit or a capacity limit - or how do you decided how many TV shows you can or want to have as Express from the US shows, and is it dependent on the schedule?
Yolisa Phahle: Basically the big difference, and the big things we have to take into consideration, is the way they schedule and the way they produce in the United States is very different from the way our audience would like us to schedule here in South Africa.
In America for instance they have big launch periods in the year and the big shows are launched in September and October. And thats our summer period where actually to some degree it is our lowest available audience - people are enjoying the outdoors and go on holiday.
So we cant necessarily follow what happens in America because were a different country. Were in different seasons with different behaviour. The other thing is we want to make sure weve got great new programming all year round.
In America viewers there have become quite accustomed to periods in the year when everythings new and then later in the year theres repeats and theres less new.
Here, because were a pay-TV operation and people are paying, we understand that people always want to have some highlight and something new and minimise the amount of repeats.
So we try and keep some programming, so that during our winter, when actually there is nothing much being released in America, or much less, weve actually got great shows.
The other thing is, is that in America theyve got this big mid-season break and some shows are more prime to those breaks than other shows - and the cable shows are less likely to have breaks while the network shows are more likely to have breaks.
So we also try to avoid those huge breaks because our audiences told us that they find it very irritating when they watch 6 episodes and then the show goes off air for two or 3 months.
So we try to pick and anticipate - even where there are some breaks - to have shows and to keep great shows as well for winter when it's cold and we want something great to watch on TV every night.
What has been the reaction and response from viewers since M-Net introduced Express from the US and how behind the scenes logistically challenging has it been for M-Net to do this, or is it more a technology thing?
Yolisa Phahle: The reaction has been overwhelmingly positive. It really is a premium offering and over the years weve done a lot to build the Compact offering and sometimes Premium subscribers have been trying to see where the real value in [DStv] Premium lies.
With the DStv Explora and the ability to have this extended Catch-Up library to watch when you want to, and with the fact that you now get this hotly-anticipated, most talked about show within 24 hours to our audience over here, it has been really, really well received.
I think its been one of the big things weve done over the last 12 months, along with the launch of the premium TV channels, VUZU AMP and M-Net Edge, both of which are doing extremely well.
I think as a company we realise that we have to focus on our Premium subscribers, and we have to continue to give them new services and new ways to feel the value and the benefit of what theyre paying for.
Whats been interesting to me is how much better, or greater than usual the communica
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M-Nets Express from the US has been a tremendous success the past year for M-Net and MultiChoices DStv. With the new Game of Thrones which will be shown at exactly the same time in SA as in the USA from April, M-Net SA's boss Yolisa Phahle talks about the process' ongoing success. by Thinus Ferreira
