Background
There is frenzy in South Africa about the
arrival of more pay-TV operators. There are only a handful
of people who have worked in pay-TV and very few of them
will find their way into the new operators.
A career in pay-TV and success as an
employee depends on having “feel” for what pay-TV is all
about:
1.
The almost magical balance between the cost of
product and the income from subscriptions.
2.
The equally magical formula that gives subscriber
something more and makes them feel special
3.
The constant attention subscribers need to earn their
long term loyalty.
This course is designed to give employees
the tools they need to approach pay-TV with their dreams and
aspirations.
Who should attend this
course
Everyone working within the pay-TV
operator, and especially all those whose jobs impact on
subscribers.
What’s in it for the
employer?
The employer needs employees who have an
intuitive feel for what pay-TV is all about. Employees need
to see their place within the organisation, and gain a
feeling for the enormous responsibility on the shoulders of
each and very employee to serve the subscribers with care,
attention and respect for their needs.
This course does all that. In just one
day’s training and subsequent project work, employees are
changed from mere salary earners to proud people who serve
subscribers and by doing that serve their employer.
What's in it for the
learner?
A successful career in pay-TV requires a
mindset that is focused on the subscriber. Ordinary free to
air TV focuses on how many viewers they can get for a
programme. Pay-TV focuses on how to keep subscribers happy,
and make them feel they are getting value for their
subscriptions, this month, next month and forever.
In this course you will learn
1.
How different pay-TV is from other broadcast media
2.
How your pay-TV operator works
3.
What you do, and how it contributes to keeping
subscribers satisfied
4.
How you can get total satisfaction from a career on
Pay-TV.
What you will learn
At the end of this course, you will be
able to:
ü
Describe the local and
global media environments
ü
Distinguish between pay-TV
and free-to-air TV.
ü
Detail how pay-TV works
ü
Detail the elements of
pay-TV content
ü
Describe how your pay-TV
operator works
ü
Analyse the concept
subscriber management
What does the course
include?
v
Interactive, skills-based
training
v
Full delegate handbook.
v
Customised textbook
v
Individual evaluation
v
Teas
How long does it take?
One full day
How is it evaluated?
Every delegate will be required to
complete a simple project, which they will do in pairs.
This diverts attention from “an exam”, and fosters
teamwork. The project is designed in such a way that
comprehension of pay-TV is evaluated on an individual basis.
Learning Objectives
|
Mod |
Name |
Learning
Objectives |
|
1 |
Describe the
local and global media environments |
1.
Define media
2.
Position TV
within media both in South Africa and abroad. |
|
3 |
Distinguish
between pay-TV and free-to-air TV. |
1.
Detail the value
of chains of free-to-air TV and Pay-TV.
2.
Compare and
contrast the uses to viewers of free to air and
Pay-TV |
|
2 |
Detail how pay-TV
works |
1.
Describe the
structure of Pay-TV.
2.
Define the
economics of pay-TV.
3.
Analyse the
social impact on the pay-TV market.
4.
Describe the
legal restraints on Pay-TV. |
|
4 |
Detail the
elements of pay-TV content |
1.
Define local and
global channels.
2.
Describe how to
acquire a channel.
3.
Describe how to
align channel content to a target audience |
|
4 |
Describe how your
pay-TV operator works |
1.
Demonstrate how
the workings of a pay-TV operator are conducted
through your organisation chart.
2.
Position your job
within the organisation.
3.
List the elements
of your job and relate them to the organisation. |
|
5 |
Analyse the
concept subscriber management |
1.
List the reasons
why a subscriber should keep up monthly
subscriptions.
2.
List the main
reasons for churn.
3.
Detail the
strategies that can be implemented to combat churn. |
| 
