The launching of Cellcom’s new television service signals a new trend in the Israeli television industry. In the past, companies were interested in attaining the highest quality product, and the focus was not on prices; sales agents were instructed to offer additional options and services to customers, which increased monthly rates considerably. But now, things are changing.
Although the Cellcom TV package is not as comprehensive as the HOT and YES packages, it does fulfill the needs of a certain market segment that is interested in receiving basic TV channels and VOD at much lower prices than is currently available. In the current Israeli market, a number of industries are coming out with discounted brands at fixed prices, such as Cofix, where every item on the menu costs NIS 5.