DTH

Tata Sky aims to drive up ARPU with international content

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MUMBAI: Direct-to-home (DTH) service Tata Sky has launched its newest offering, Tata Sky World Screen—a handpicked bouquet of international entertainment content available from 16 March 2018. 

Tata Sky World Screen will feature prime content from across geographies and multiple languages (Arabic, Russian, Spanish, Belgium, Israel, Cuba, German, French, Italian, Portuguese, Hindi, Swahili, Japanese, Chinese and Korean). Non-English content will have subtitles and some will also be dubbed in English. The ad-free service will allow subscribers to view select series and movies from across the world round the clock. 

“Content like this is not just interesting to tier 1 and 2 cities but also to tier 3 and 4. People are willing to pay if they get the right product. The way we distribute our content has a greater chance of reaching hinterlands as well. Digital is more relevant in promoting this content than any other product," said Tata Sky chief content officer Arun Unni.

"We focus on both ARPU (average revenue per user) as well as increasing the subscriber base. The average industry ARPU is Rs 270-300, our ARPU is a bit higher than the industry figure," he added.

Priced at Rs 75 a month, the content will be available to subscribers on their TV sets through the set top box, mobile app and the web app of Tata Sky.

"Our analysis indicates that consumption patterns are evolving, and there is an audience looking for exciting and diverse content, unconstrained by language. The objective here is to give consumers the content that is not easy to discover and consume. Our handpicked list includes some of the most popular and critically acclaimed movies and TV shows across the world, a lot of which has never been seen on TV before in India," added Unni.

Amongst the TV series premieres will be the acclaimed thriller Wallander, Happy Valley, Code 37, Team Chocolate, Prisoners of War and Babylon Berlin. There will also be two movie premieres a month from world cinema. 

In another partnership, India’s premier youth entertainment portal 101India.com partnered with Toronto based media giant QYOU Media for its newly launched service on Tata Sky, The Q India. The localised service will showcase premium digital content curated from popular content creators and broadcast it on TV.

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