oa Journal of Marketing - DStv ARs challenged : TV
|Article Title||DStv ARs challenged : TV|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Jan 2009|
DStv was launched in South Africa in 1995. Its consumer base has mainly been made up of affluent white people in the LSM 9/10 category, with high levels of disposable income. But in recent years this has changed substantially and it is estimated that the audiences are now 40% black.
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