'Love Cinema Live Cinema' with Tata Sky's new service

MUMBAI: If you are a passionate movie-lover but miss screenings or are closely related to some aspect of filmmaking which only few are privy to, you need not worry at all as Tata Sky has brought in a solution. After brainstorming for a year, the DTH player has launched a first-of-its-kind service in cooperation with the Jio MAMI Festival with Star. Purpose: To retain and make their existing subscribers happy. This comes after a successful run of its kids showcase which will now be replaced with this new initiative. 

An ad-free service, Tata Sky Mumbai Film Festival will not just cheer up the movie buffs but will also highlight the efforts that are invested during the film festival.

With no additional cost, this service is available to all the subscribers irrespective of their package, set top box, demography and geography.  Despite having a very good story line, made in high quality, movies sometimes do not find their way to the public. The idea with this initiative is to give niche movies a boost by screening them on TV.

Starting from 7 October, the service will be available on channel no 302 &302 in both SD and HD. The temporary service will complement the new edition of the film festival and will also be a catch-up for all the movies that were premiered in the previous editions. It  will run three films on a daily basis and already has 20+ movies to air from renowned Indian and international directors in multiple languages.

Silent films, movies made in Hindi, English, Assamese, Marathi, Malayalam, Punjabi, Arabic, Russian, French, etc will be featured on this service for the subscribers.  They can also enjoy works of directors like Hansal Mehta, Anup Singh, Ravi Jadav, Bikas Mishra, Pan Nalin, Nitin Kakkar, Lea Hjort Mathiesen.

“We are not selling this service. We care enough to curate and create a mix of some popular and some hidden gems from the field of film-making for our viewers from the last few editions of the Mumbai Film Festival. We have several people who pay us on a monthly basis. We are in the business of acquiring subscribers but we also have to retain them. Sometimes you do things because you want to make them happy. The monetizing cannot always be direct and immediate. The ambition and aspiration with this is that people will be more loyal to us after this,” asserts  Tata Sky chief content and business development officer Paolo Agostinelli.

Agostinelli further adds, “We have talked to the producers and have bought rights for selective titles. We did not want them exclusively with us. A person can still put it on his/her digital platform, we are just giving them one extra opportunity. Technology is only going to make good stories available to people who deserve and want to watch them.”

Through this unsponsored yet innovative initiative, subscribers can look forward to an exciting mix of award winning and nominated features, short films, documentaries, animations covering varied genres of comedy, drama, thriller, mystery, crime and adventure. The promising star casts include names such as Sanjay Suri, Irfan Khan, Seema Biswas, Atul Kulkarni, Tisca Chopra, Soham Maitra, Manoj Bajpai, Rajkummar Rao, etc.

MAMI Festival director Anupama Chopra added, “We were delighted when Tata Sky extended their support and suggested taking these curated films from both Indian and international to viewers living across the country. This unique and unconventional approach just goes to prove that the entertainment and media industry needs to come together for the benefit of the extraordinary passion and talent of movie makers and lovers in India.”

Research was done to make good movies available for people at a different level. This service will bring a selection of movies from the film festival on TV giving them exposure at a different level.

“The fact that this MAMI Festival needs to be promoted and needs awareness is what we are working for. India is the most prolific and probably the most receptive movie country in the world. The number of people who are passionate about movies and the number  of people working in the film industry  are enormous. So, people care about movies here.”

Several DTH players have expanded their services to rural India which is only expanding. Agostinelli is of the opinion that the people living in rural areas were sometimes more educated about movies than urban. He said, "Rural market is definitely a huge market and is expanding enormously. People there are equally passionate and love entertainment as in cities. So, we aim to serve also this potential subscribers.”

The initiative will be promoted through direct marketing  via its various other channel. They will also leverage social media. All the normal modes through which their subscriber is in touch will be used. Agostinelli is also of the opinion that the DTH industry has place for more players. “There is enough space for many players to serve this industry.” 

Tata Sky will continue to explore new ideas and take up various initiatives to make a difference in this competitive industry. They might look at other festivals depending on the success  with this one. 

With such initiatives in its kitty and presence in 1.5 lakh towns, it only plans to expand in the future. It currently has 418 SD, 77 HD channels, 15 interactive service, 6 SD, 6 HD movie showcase platforms and several interactive services.


Latest Reads

Q2-17: Dish TV adds 2.59 lakh subscribers

Indian direct to home (DTH) company Dish TV India Limited (Dish TV) has reported growth across important financial and operational parameters including operating revenues (TIO) , EBIDTA and subscription numbers. The company reported addition of 2.59 lakh net subscribers for the quarter ended 30...

DTH DTH Operator
Q2-17: Videocon d2h top and bottom lines up

BENGALURU: Last quarter, Videocon d2h was the second listed Indian DTH player to report a profit after tax (PAT), after the Essel group’s Dish TV that turned the numbers black last year. Taking that trend further, Videocon d2h reported PAT of Rs 6.32 crore (0.8 percent margin) for the quarter...

DTH DTH Operator
Q2-17: Airtel Digital TV revenue up, sees highest subscriber growth

BENGALURU: Indian telecom major Bharti Airtel Limited’s Digital TV Services segment (DTH segment) reported 21.9 percent year-over-year (y-o-y) increase in operating revenues for the quarter ended 30 September 2016 (Q2-17, current quarter). Also, Operating Profit (Earnings Before interest and Tax...

DTH DTH Services
Three new TV channels join DD FreeDish bouquet; 24 get extension

Doordarshan earned a sum of Rs 1293 million (Rs 129 crore ) by sale of three new slots and extension of the licence of another 24 on the 31st auction of its free-to-air direct-to-home platform FreeDish on 20 and 21 October.

DTH DTH Operator
DishTV launches Kids Active in partnership with Shemaroo

Value added services has been a focus area, a clear differentiator and an integral part of our offering. By not leaving any stone unturned in order to provide a wide range of content and services to its subscribers, DishTV Asia’s largest DTH brand has partnered with Shemaroo, one of India’s leading...

DTH DTH Operator
DishTV takes total HD channel count to 55; adds regional HD channels

Catering to the demand of regional viewers and bringing them under the High Definition umbrella, DishTV, Asia’s largest DTH service provider, has added four new regional HD channels to its HD offerings. With addition of these channels, DishTV encourages regional language subscribers to opt for HD...

DTH DTH Operator
Pay and play multi-genre Music+ on Tata Sky

DTH player Tata Sky launched the "nation's first service with four music genres on a pay TV platform" in Mumbai on Wednesday. Christened 'Music+', it has been launched in partnership with digital entertainment company Hungama.

DTH DTH Operator
DD FreeDish to roll out call centre

It’s getting customer-focused. Almost as if inspired by the services provided by the private DTH providers such as Tata Sky, DishTV, Videcon d2h, Airtel Digtial TV, and Sun Direct, the Doordarshan-promoted free TV provider DD FreeDish is getting set to launch its call centre facility.

DTH DTH Operator
DD FreeDish e-auction put off due to technical errors

In probably what is a first, DD FreeDish’s e-auction was scrapped yesterday. The reason: technical glitches on the site of the auctioneer C1 India Pvt Ltd.

DTH DTH Operator

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories