NTV+ refocuses on lower-spending subscribers

Russian pay TV operator NTV+ is refocusing its offering to appeal to a lower-spending segment of the population, with the launch of a new Light in the West package scheduled for October in European Russia, priced at RUB29 (€0.65) for 90 channels including Sport Plus, Kino Plus, Kinosoyuz and Nashe Kino.

Additional packages that can be taken on top of the basic offering will include movie package Kino, offering 11 channels for RUB49, VIP Kino with 23 channels for RUB199, and Supersport with 20 channels for RUB299. Additional factual and entertainment packages will be available for RUB79 and RUB19 respectively.

All 189 channels on the service will be available for RUB499.

CEO Alexei Kukolevsky told journalists that the changes were being made as a result of research carried out by the company. He said the operator’s ARPU was expected to fall as it targets subscriber growth with a lower cost offering. NTV+ has already been offering the lower cost packages in eastern Russia since the first half of the year.