Obama influence on DStv chief and the digital world

By Tony Mochama

Last month, DStv General Manager Stephen Isaboke was made a warrior of the Marketing Society of Kenya (MSK) for 17 years of excellent leadership in the field.

Throw in the millions of Kenyans who religiously follow the English Premiership League on digital satellite television, and the mostly female audience that devotes itself for years on end, to series on the DStv channels, the movies, documentaries and the children’s cartoon brands, and you have a reason for a conversation.

But this being Obama’s inauguration day, before business one must chat about Barack.

Q: Tell us a little bit about your thoughts on American president-elect Barack Obama.

SI: He’s one of my role models. Especially on his enduring optimism and belief in "yes we can". He is young, intelligent and a hands-on manager of this highly complex world. In his book, he says one of the things his mom told him about his dad (Obama Senior) was that he could be uncompromising, but only because he was a very honest man. And by sheer coincidence, I learnt that Obama’s Kenyan father and myself are both alumni of the Maseno National School also known as "the school", and by further coincidence we both stayed in the same house, but at different times of course.

SI: Yes! And the most important lesson I learned is when he says, "I learned to slip between my worlds (in Obama’s case, black and white), understanding each had it’s own structures of language and customs and structures of meaning, convinced that with a bit of translation, the two worlds would eventually cohere." Like Barack, it is important for modern leaders to negotiate their way through regionalism, and in the case of a brand like DStv, we are dealing the breadth of a continent.

Q: What is your top priority as the General Manger of DStv?

SI: I first want to focus on growth. On the penetration of new technology innovations in Pay-TV. With the economic growth of Kenya, there has been a change in lifestyles over the last six years or so, which makes it an exciting market for Pay television services.

Q: What exactly does that mean?

SI: It means that while public television has broad offerings, and a public mandate, Pay TV targets a more heterogeneous market, and DStv target these separate segments of the market with different DStv packages.

We understand the viewing needs of Kenyans, and their changing tastes and preferences. In DStv, we have three bouquets that contain a range of exclusive channels catering to different needs and family requirements.

If you randomly take any four people, say on a Sunday afternoon and asked them how they like to digitally relax with television, one may want to watch a sports soccer show, a second see animals on the National Geographic, a third extend church service through One Gospel or TBN channels, while a fourth person will wish to just relax with a movie. DStv caters to the needs of the diverse viewer segments.

Q: And if all four live in the same house, and want to watch different things?

SI: (Laughs). That’s where our technological innovation comes in. Our PVR (Personal Video Recorder) premium offering affords our subscribers the luxury to have dual view capability in their households. While the parents may be watching one channel, the other family members can watch their preferred programmes on other screens.

Q: Do your competitors, give you as a rival, sleepless nights?

SI: (Laughing): Oh no, Tony. I sleep very easy. DStv are the pioneers of Pay television in Africa and have the best channels on offer from around the world – our subscribers understand quality television. Competition has helped to stimulate the market and has resulted in further growth.

Q: Don’t you think Pay-TV is too expensive for the common mwananchi?

SI: DStv is a premium and discretionary television service, as opposed to free-to-air TV. It is content driven. We consider our offerings to be good value for money because the exclusive content including sports, movie channels and reality shows cost money to buy or make.

Q: And how is the team you lead like?

SI: They all are great! Mostly, they are young, energetic, motivated go-getters who are very outgoing. They have the orientation of team players, closely-knit, enterprising, warm and trusting towards each other. My team is a wonderful all Kenyan group of colleagues, and my leadership style is participatory and facilitative.

Q: It was said that television was to blame for last year’s high school unrest?

SI: It might have been easier for some to simply find it easier to project the crisis on TV viewing. However, if one looks at DStv, content for example, a school child can watch the Mind Learn shows on Channel 319, or check out The Universe and Nature shows if so inclined. We are both an informative and entertainment company. So I would advise that parents and teachers play their roles as leaders, not turn the blame on TV and other media which, when used well by well-guided children, can inform and entertain them.

Q: What is the secret of your personal success as a business leader?

SI: I introspect a lot. I learn from contemporary history, which I read. It helps me with real-life scenarios in day-to-day life, especially in business. My other role models are Nelson Mandela, the global icon. I’m also a Pan-Africanist, Kwame Nkrumah-ite, so being part of a continental brand like DStv is very exciting.

Q: Let us return to Barack Obama.

SI: I see you adore the man. Barack once organised for a police-meets-the community meeting in a harsh part of the Chicago projects. Only 13 folk showed up. As his volunteer team sat, depressed and dejected. Obama said, "Okay people, we just have to get better organised." The best leaders, even in business, operate within wide perspectives. Success is digging deep, learning, resilience and the determination to achieve. Like all visionary leaders, we all need to embrace others, and leave the world a little better.