Astra - The Satellite TV Offer
Media & Broadcast
Building on over 25 years of experience
Since the first Astra satellite was launched in 1988, this pioneering ecosystem has overtaken cable TV to become the No. 1 distribution platform for television in Germany. 47% of German households, over 18 million in all, get their main reception via satellite. By mid-2014 the Astra offer was delivering around 300 German-language programmes, about 100 radio stations and 85 HD-quality channels.
Exploiting the strengths of a unique ecosystem
The success in Germany has been based on a powerful B2B network of broadcasters, retailers, installers, manufacturers and multipliers. Just how much more SES does is evidenced by its highly effective B2B2C communication strategy.
Preparing the ground for SES customers' business
Since the Astra offer is basically free of charge and any contractual obligations, SES does not have any direct relationships with its TV viewers. Hence, effective below-the-line activities are targeted to support the business of broadcast customers. Dealers and installers benefit from the Astra POS marketing measures and training courses and seminars. SES also helps to further develop their business by creating new and open markets for devices like set-top boxes (STB). SES communicates with multipliers through activities such as PR campaigns, presswork, agenda-setting measures and standardisation initiatives.
Extending SES's reach
SES is proactively working to extend its reach and foster migration from other TV infrastructures, such as terrestrial or cable. Even though satellite TV has been very successful in Germany, some negative prejudices still abound in some quarters. For example, satellite dishes are throught not to be allowed on the balcony of an apartment. With owner-occupiers accounting for well under half the German housing market, tenants are a numerically significant TV audience, who are often dissatisfied with the TV offer from cable or terrestrial. That is why SES is actively informing housing associations and administrators about the advantages of multiple satellite reception through the Astra offer.
Improving picture quality
According to the German market research institute GfK, a third of the satellite receivers sold in Germany are still SD devices, even though a HD device only costs a few euros more. Since there is considerable potential for a qualitative migration within the satellite segment, SES through the Astra offer and HD+ platform is exploiting this opportunity to boost HDTV's market share.