The Russian DTH platform NTV-Plus has seen a staggering increase in subscriber numbers after changing its pricing strategy.

Quoting Alexey Zhuravlev, the company’s director of marketing, Comnews reports that it had 800,000 customers as of the beginning of this month, compared to 560,000 at the end of September 2013.

It was at that time that NTV-Plus launched an offer providing viewers with 90 channels or R29 (€0.62) a month, which was cheaper than the cheapest package available from Tricolor TV, its main competitor.

Zhuravlev added that NTV-Plus now wants to double its new customer additions from 30,000 to 60,000 a month.

To this effect, it has launched an advertising targeting a younger demographic, with its audience profile at the moment being aged 40+.

NTV-Plus is the longest-established DTH platform in the CEE region, having made its debut in 1996.

Until recently a high-end service, its subscriber barely changed for years while those of its competitors grew rapidly.