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My TV, a newly established direct-to-home (DTH) satellite television broadcast operator has launched its multi-channel services in Abuja, Nigeria's Federal Capital Territory (FCT).

The outfit promises to break the monopoly currently enjoyed by DSTV in Sub-Saharan Africa by meeting the television viewing needs of the African family with it array of entertaining and informative channels delivered at relatively cheaper rates.

The channel line up includes BBC World, Eureka! (For 6-12 year-olds), Baby TV, Trace TV, MCM Top, Adventure1, Fox Sports, Fashion TV and a Barker Channel. Other Channels, including sports, movies, children and music programmes will be added in due course.

"We recognised that most African families have access to only one or two terrestrial television services and many cannot afford the cost of the existing pay television propositions, yet all our research shows that people would like a greater choice of family entertainment. Consequently, we set out to build a pay television platform with high quality family oriented channels that people can afford and with simple methods of subscription and renewal payments.

In addition, we recognise the need to ensure that the satellite receiver is as versatile as possible; it should be able to receive available free-to-air channels without any restrictions," said John Tydeman, Chief Operating Officer of the firm.

My TV is relayed via the PanAmSat (PAS) 10 satellite and encrypted using the CONAX CAS7 Conditional Access System. This means that only active subscribers can view the channels, using duly authorised smart cards.

The service is complemented by a number of free-to-air channels being relayed via the same satellite, which can be received on the My TV receiving equipment.

Tydeman disclosed that his firm has entered into a synergy with Strong Technologies for the purpose of accessing a range of equipment backed with technical support and service centre facilities in several African countries. These services are however not existent in South Africa, home of its main competitor, DSTV.

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