It's new, it's cheap and it promises to be a new television viewing experience for cash-strapped South Africans.

It's new, it's cheap and it promises to be a new television viewing experience for cash-strapped South Africans.

Toptv, which was launched yesterday in Saxonwold, Johannesburg, promises to give DStv a run for its money. It is aimed at people who until now have found DStv unaffordable.

Now, for R99 a month, you can get more than 20 channels of international and local programmes - or you can get 50 channels for R249 a month.

Asked if they were a direct competition with DStv publicity manager Melinda Connor said: "We are just making sure that people from disadvantaged backgrounds have access to quality shows. It will include all the free-to-air channels and international shows."

Toptv - which is owned by On Digital Media (ODM) - has a BEE share-holding of 68percent. It also boasts nine locally developed channels.

ODM investors include, among others, the Industrial Development Corporation, National Empowerment Fund Trust, SES Astra, First A-One Trade & Investments, Red Gold Investments and First National Media Investments Holdings.