Economic studies on pay-TV in emerging markets (Picard, 2020) suggest that subscription fatigue is high. The “Selected” tier typically offers 30–50 channels at a price point 60–70% lower than basic premium packages, relying on volume and advertising revenue.
The International Telecommunication Union (ITU) mandated a switch from analog to digital terrestrial television (DTT) across Africa (ITU, 2015). This migration created a need for affordable set-top boxes (STBs). StarTimes capitalized on this regulatory shift by producing low-cost, government-approved decoders. startimes selected tv
Scholars argue that foreign media platforms in Africa succeed when they adopt “glocalization”—global technology adapted to local tastes (Olorunnisola, 2019). While DStv focused on international content, StarTimes invested in local language channels, African music, and Nollywood movies. Economic studies on pay-TV in emerging markets (Picard,
StarTimes Selected TV represents a paradigm shift in African pay-TV. By prioritizing affordability, local relevance, and flexible payments, the product has democratized access to multichannel television. While long-term threats from streaming and regulatory pressures exist, the Selected model offers a replicable blueprint for media companies targeting the bottom of the pyramid in emerging markets. Future research should examine the impact of ad-supported tiers and the integration of hybrid OTT/linear services within the StarTimes ecosystem. This migration created a need for affordable set-top