Transforming the media image of MultiChoice and DStv

 

WMC Africa has been working as MultiChoice Uganda’s external corporate communications agency since 2010 to date.

PR and Public Affairs Challenges MCU faced when WMC was engaged

  • The media had become hostile to MC because of the dominant position it occupied in the market  and the fact that its rates are pegged to the dollar which has been appreciating against the UGX
  • MultiChoice Corporate has a centralized corporate communications  function based in South Africa with no local presence in Uganda
  • The Ugandan Paytv market had became increasingly competitive and it became very important to re-position the MC brand
  • With the digital migration deadline approaching MC decide to launch new products that would serve new market segments

Our role and scope of work

WMC Africa was tasked with localising the MultiChoice groups corporate communications messaging and strategy, this involved:

  • Repositioning the GM as the face of the company by raising his media profile. (previously the PRO performed this function)
  • Project managing the launch of GOtv in Uganda (the first country in Africa after Zambia)
  • Selection and briefing of influential media that would be used to tell the MultiChoice story
  • Draft of all Ugandan generated corporate communications  messaging for approval at corporate HQ
  • Media relations

Results

  • The MCU General Manager Charles Hamya is considered to be the leadership voice as far as Paytv is concerned in Uganda
  • GOtv was successfully launched and despite starting 3 years after its  main competitor it is now the number one DTT Paytv brand in the country
  • The media are no longer hostile to DStv and over 90% of the articles which reference MultiChoice are positive
Client

MultiChoice Uganda

Role

PR and Public Affairs

Year

2016