Interview with Ricardo Topham, Senior Market & Business Analyst at SES

As it is known, in 2015 Georgia joined the list of the countries participating in SES Satellite studies.  What was the reason Georgia’s participation in it?

SES added Georgia to its Satellite Monitor study in 2015 to deliver vital data about the market to our customers. Many broadcasters and companies operating TV platforms rely on our study to inform their decision making as we provide a trusted source of data about viewing habits. The data is also important for SES teams who need to keep on top of the new trends in viewing behavior, as this will enable us to better anticipate our customers’ needs and serve them better.

Tell us about market research that you have done recently, what changes did you notice and what are the main trends on Georgian TV market?

The Georgian market is really exciting to look at because of the rise in HD and even UHD screens we are seeing. Our results from 2018 show that 44% of Georgian homes now have HD TV’s, and 15% UHD, which is almost a 4% and 5% increase respectively since 2017.

Satellite is the ideal medium for HD and UHD TV as it can distribute the high quality content to as many people as possible in an efficient manner. Our Survey also showed us that with both direct and indirect services SES satellites are serving over 60% of the TV homes in Georgia.

Please comment on the trends of different TV reception modes (IPTV, terrestrial, satellite and cable) in Georgia based on research and what will be forecast for the upcoming years in this direction?

Satellite is maintaining its lead, with 38% of households relying on it to receive their TV, with IPTV coming in second. We are seeing more diversity in the market, with terrestrial, cable and IPTV reception modes all serving a section of the population.

SES satellite reach is experiencing solid growth worldwide and Georgia is not an exception too, reaching 38% of TV homes currently. How do you think, what are the main drivers for this growth and what has contributed to it?

The main advantage of satellite-TV broadcasting is the enormous reach satellites provide, enabling them to cover even the most remote areas. For example, the ASTRA-5B satellite serving the Georgian market is covering the whole Caucasus region with a single beam. This is something that cable-TV, IPTV, and IPTV, are unable to do. From a cost-efficiency or business perspective, satellite is the optimal infrastructure to broadcast TV channels: it covers huge amounts of land and it provides you access to millions of homes in the process.

Data from Satellite Monitor YE2018 shows growing uptake of HD and UHD in Georgia? How can you explain this trend and behavior of Georgian viewers?

This is very simple - viewers want content in the highest possible quality at home. HD TV screens and UHD TV screens can provide more detailed and crisper images. Owning one of these screens is just the first step though; without a HD or UHD TV broadcast you won’t be able to enjoy content in HD or UHD. That is why we support our customers all over the world by having satellites and platforms that can broadcast of HD and UHD channels.

What are SES’s plans for the coming years in Georgia and if there is specific niche the company wants to stress to increase its reach even more?

We are honored to be partnering with companies such as MagtiCom. When they wanted to launch a DTH platform SES was their choice, and the partnership has been strong ever since. Since then we have managed to assemble all Georgian channels into one satellite position, making it easy for Georgian viewers to access quality local programming. We are constantly exploring new ways to add more value for our customers so they can look into further monetising their content.