Interview: OSN Privileges

08 January 2013
Orbit Showtime Network is the region's leading pay-TV network offering for the widest choice of brand new premium Western, Arabic and Filipino entertainment in the Middle East and Africa. OSN offers viewers exclusive access to the latest blockbuster movies, top rated series, sports, documentaries, news, kid's entertainment, and live talk shows.

The launch of OSN Privileges affirms the broadcaster's commitment in going that extra mile for its subscribers and rewarding them for their loyalty. Designed to make the viewing experience richer and even more enjoyable, OSN Privileges aims to bring the magic of TV to life by giving subscribers access to exclusive experiences and incredible rewards. Additionally, subscribers can enjoy a number of privileges from OSN partners, including Marriott Hotels & Resorts, Fitness First, Ski Dubai, iFLY Dubai, Aquaplay and Grand Optics.

Collinson's (formerly ICLP) talks to Hamad Malik, Chief Marketing Officer at OSN, about the launch of Privileges and plans ahead.

 - What was the rationale behind OSN launching their first ever loyalty programme now?

OSN Privileges was launched with the objective of rewarding subscribers for their loyalty to the brand. All our strategies and initiatives follow a customer-centric approach and through OSN Privileges, we are able to provide our viewers with even more value, benefit and enjoyment from their subscription.

OSN Privileges is different to most loyalty programmes in the region, which are single dimensional. We wanted to go above and beyond a points-based system where rewards are based on how much you spend or accumulate. Our aim was to open a dialogue with our customers and tailor-make rewards that enrich their lives. Being in the entertainment industry, we have something that very few have access to - the ability to offer once in a lifetime experiences, such as VIP invites to the Oscars or the  MTV Music Awards. This is something that no other customer programme can provide or have easy access to and this is where we are different. Through these experiences, OSN Privileges also extends our brand promise of bringing the magic of TV to life.

- What factors did you take into consideration in developing this programme?

We wanted to build a programme that aligns with our brand promise, is commercially viable, sustainable and appeals to both our existing and potential customers.

We conducted extensive research into our customer's preferences and based on insights gathered, we launched OSN Privileges which not only adds tremendous value and excitement for subscribers but also provides a platform where we can actively engage with our key stakeholders and continue to understand and serve them better - either through value added services or products.

 - How has the programme been received by customers (subscribers)?

OSN Privileges was launched on September 9th   and in the first few hours of its launch, thousands of OSN subscribers logged on to the OSN Privileges website to enter prize draws and redeem partner benefits. We received an overwhelming response to the programme and customers from Saudi Arabia and the UAE ranked the highest in terms of numbers of vouchers printed and draws entered. Since launch, we have seen a 15 per cent increase in the number of subscribers engaging with the programme - an impressive figure for any loyalty programme.

 - What are the main plans you see ahead for OSN in 2013, and in particular with respect to customer loyalty?

At OSN we believe in constant innovation for the benefit of our customers. 2012 was an exciting year for the company with the launch of OSN Play - the region's first online TV viewing platform, OSN Plus HD - our state-of-the-art 3D, HD and internet enabled DVR - and the launch of 6 new and exclusive channels that went live on 1st   January. 2013 will see further expansion and development of OSN Privileges through more unique prize draws and we will further increase our pool of top-notch partner benefits especially in regional markets.