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When Multichoice Group (MCG) made a loss of USD180 million for the period ending 31 March 2023, some analysts believed the company was losing its place as a broadcasting giant of Africa, with video streaming services gaining popularity and taking over some market segments that had previously been held by MCG's Pay-TV subsidiary, DStv. Since its establishment in 1985, the company has been a dominant enterprise in the Pay-TV market, enjoying early-mover advantages based on technical competence, distribution clout, exclusive broadcast rights to sporting events, and an understanding of local tastes and preferences strengthened by the development of local content. However, technological disruptions created new sets of customers, new ways to consume services, and new business models. The streaming business models became effective competitors to the Pay-TV model. The company's Group CEO, Calvo Mawela pondered strategic choices and their implementation to enhance profitability. Also in focus were the special characteristics of African markets and dynamic business environments, as well as the effectiveness of the challenge of emerging competitors. The case sought to interrogate the adequacy of MultiChoice's response to these challenges.