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| [Original]
And what is the full "action plan" to the end of next year? The company has not decided to forward forecasts yet so I cannot declare exactly what our plans are - especially when it comes to the number of new subscribers. However, I can say that today, according to our estimates, the saturation of pay television in Poland is around 62 - 63%. I expect that by the end of 2013 (more or less) the market will saturate and then reach saturation of 75-80%. Thus, we can conclude that still even around 2 million households will opt for pay television. At present, one can see that the only beneficiary of these increments are satellite platforms, and I believe that the vast majority of additions will be to Cyfrowy Polsat. Is there some secret way to acquire a greater part of this yet undeveloped market? Any special promotions? One has to consistently, for years, build all the values - both the company image, product, marketing, and a professionally prepared sales network. This, as in the bloodstream, where there are many cells that are connected with each other, which have a major impact on the condition of the whole body, and translated into business, all these elements have a significant impact on where the company is, what its results are and its number of subscribers. We have consistently, for over 10 years (yes, yes, at the turn of 2009 and 2010 we celebrated our 10th anniversary...), we do our thing. Our motto is the best programming offer at an attractive price. To sum up - what is the competitive edge of Cyfrowy Polsat? First of all, we have a highly-recognizable brand, and we enjoy a good reputation among customers. According to a survey conducted by GFK Polonia in December 2009 we had the highest brand recognition among the three operators of digital satellite television in Poland. For years, we offer a wide range of high quality attractive programming for the whole family, regardless of age. Today, we offer access to more than 80 Polish-language channels, including 11 sports (of which three are in HD), 16 films, seven children, six news, seven education, five musical and 13 entertainment ones. As the only digital satellite platform we offer all three most watched sports channels (Eurosport, Polsat Sport and Polsat Sport Extra, and the latter is not offered by any other platform). I believe that our position as the largest pay television operator in Poland, and good relationships with licensors, allow us to achieve a competitive advantage in attracting high-quality channels on favourable market conditions. In addition, we are not dependent on any license for the broadcast of sporting events which may affect the growth or maintenance of the existing subscriber base. By offering high quality programming packages at competitive prices we also raise the attractiveness of our services. Our strength is also an effective sales network throughout Poland. 29 distributors, cooperating with a network of 1,148 authorized outlets, gives us full coverage of the entire territory of the country. And of course, the fact that we are introducing the multi-play services - lets us be at the forefront of the market. |
[Redraft]
What potential growth do you anticipate by the end of next year? The future is uncertain and I’m not in the business of making vague predictions. I can say, however, that according to our estimates, the saturation of pay television in Poland currently stands at around 62-63%. And we expect that the market will reach saturation of 75-80% by about the end of 2013. That represents around 2 million more households opting for pay television. All current trends suggest that those new customers will go overwhelmingly for the satellite option; and we’re confident that the vast majority will be to Cyfrowy Polsat. Why so confident? Special deals? Special promotions? We believe that special deals and special promotions have their place, and can have real tactical value. But success over the long haul comes from steady, consistent, focused work. We have for years been steadily building all the essentials - the product, service, image, marketing, and a highly professionally sales network. Put those elements together in a carefully calculated way and you have the basic ingredients of success: which in our business means more, and more satisfied, subscribers. For a decade now we have been consistently and effectively working on delivering our one key promise: the best programming offer at an attractive price. We will continue to do just that. And we believe that will continue to prove attractive to customers. If asked, how would you sum up the competitive edge of Cyfrowy Polsat? First of all, we have a highly-recognizable brand, one that enjoys a good reputation among customers. According to a survey conducted by GFK Polonia in December 2009 we had the highest brand recognition of Poland’s three digital satellite television operators. For years, we have offered a wide range of high quality attractive programming for the whole family. Today, we offer access to more than 80 Polish-language channels, including 11 sport (three in HD), 16 film, seven children, six news, seven education, five musical and 13 entertainment. As the only digital satellite platform we offer all three most watched sports channels (Eurosport, Polsat Sport and Polsat Sport Extra – the last of which is offered by no other platform). I believe our position as Poland’s largest pay television operator, and our good relationship with licensors, give us a vital competitive advantage in our ability to attract high-quality channels on favorable terms. In addition, we are not dependent on any license for the broadcast of sporting events which may affect the growth or maintenance of the existing subscriber base. High quality programming packages at competitive prices raise the attractiveness of our services. Another key strength is our nationwide sales network: 29 distributors, cooperating with a network of 1,148 authorized outlets, gives us full coverage throughout Poland. And very soon, our launch of multi-play services will help us stay where we are and where we belong - at the forefront of the market. |