oa Journal of Marketing - DStv ARs challenged : TV

Volume 2009, Issue 01
  • ISSN : 1811-9565



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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