According to Media Monitoring Africa director William Bird, South Africans should expect popular sports to be available on Showmax Pro when it launches in South Africa. “On the content, I have no doubt that they will include rugby and cricket, assuming it is for sports fans,” Bird stated. Bird said that although he cannot estimate a cost for the package at this time, he expects it will be similar to and competitive with DStv’s existing packages, or the service is unlikely to gain much traction.