Hold on to your remote, folks! GOtv has hiked up prices again, leaving many Ugandan subscribers scratching their heads and tightening their belts. This isn’t the first price jump this year, and people are starting to ask, is this a money grab or just the cost of keeping up with the Kardashians?
Doreen Anyijukire, a loyal GOtv subscriber, got the not-so-happy news in a text message back in September. She was shocked prices had already gone up in March! “GOtv needs to stop,” she said. “Subscription rates can’t be adjusting upwards all the time”
But then she’s not alone. Social media is buzzing with complaints from frustrated GOtv customers like Sanyu Zimbe, who lives in Kampala. Zimbe wonders why Multichoice, GOtv’s parent company, can’t figure out a pricing model that doesn’t feel like a constant uphill climb.
These price increases aren’t chump change, either. Since April 2022, the cost of the GOtv Supa package has shot up by a whopping 16,000 Ugandan shillings! That’s like adding an extra bag of groceries to your monthly bill.
Multichoice claims that the price hikes are due to things like the cost of satellites, equipment, buying all those cool shows, and other business stuff that keeps getting more expensive. They say they have to “adjust the prices of our packages” so they can keep delivering top-notch entertainment.
Mr Rinaldi Jamugisa, the Multichoice PR guy, explained, “Some channels are superior and carry exclusive, first-run content, which is very expensive.” He also pointed out that running a business in Africa is getting pricier in general.
But here’s the thing: while Multichoice cries “rising costs,” Uganda’s economy seems to be telling a different story. Inflation has chilled out lately, and even the Ugandan shilling is looking stronger against the dollar. So why are GOtv prices still marching upwards?
The Uganda Communications Commission (UCC), which keeps an eye on the TV industry, says it’s on the case. They assure everyone that they give the thumbs-up (or thumbs-down) to all price adjustments, whether it’s an increase or a decrease.
Fred Otunnu, the UCC’s corporate affairs director, wants customers to know that they are “ensuring that all price adjustments are transparent, comply with consumer protection regulations, and are communicated clearly to subscribers.”
Otunnu also explains that lots of things affect the price of your GOtv package, like the cost of content, those fancy channels they offer, how many people are subscribing, and even the cost of running their business.
They also think about things like inflation, exchange rates, and even how much it costs to keep the lights on. It’s a tough spot for companies like Multichoice. People are watching their wallets and looking for cheaper ways to get their entertainment fix, thanks to the internet and all its streaming options.
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Multichoice is trying to balance keeping its customers happy with keeping the lights on. And it’s not just Uganda feeling the pinch. Multichoice has been raising prices in several other African countries, including Kenya.
The company has even been losing subscribers a sign that maybe people are getting fed up.
