DTH

Tata Sky eyes digital content distribution through Amazon Fire TV Stick partnership

The newly launched service is priced at Rs 249

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MUMBAI: Tata Sky has now taken up the new role of digital content distribution. Its newly launched service priced at Rs 249 Tata Sky Binge will bring content across video streaming apps on the large screen. Currently, the platform is available to Tata sky subscribers through Amazon Fire TV Stick – Tata Sky Edition.

Tata Sky Binge will initially offer digital content from, Hotstar, Sun NXT, Eros NOW, Hungama Play while subscribers will also have access to over 5000 titles from the Tata Sky VOD library along with favourite TV shows of the past seven days. In addition to that, new subscribers will get three months’ access to Amazon Prime at no additional cost.

According to Amazon Devices India head Parag Gupta while their priority is all about giving access to online content on the TV, the partnership will help them in distribution and reach. He also added that it could be a game changer in the way people watch television.

Tata Sky chief commercial officer Pallavi Puri said while it came to providing consumers great experience of watching OTT content on TV, Amazon Fire TV Stick was an obvious choice for entering a partnership. She said that the entire Tata Sky subscriber base that has a broadband wifi connection at home is the target group for new service.

“Tata Sky binge is a single subscription and customer does not have to worry about multiple sign-ons or multiple apps. As it has integrated content across the platforms, search and discovery by a customer, therefore, becomes very easy. It’s a win-win for customers, as they get both live TV and OTT at a time,” she added.

The introductory pack will comprise an Amazon FireTV Stick – Tata Sky Edition & Alexa Voice Remote with the Tata Sky Binge app installed, enabling access to content from multiple apps. It comes with a quad-core processor and fast Wi-Fi connectivity for great picture quality. Subscribers can access a host of digital content that includes the best of bollywood, hollywood, cricket, regional cinema, web-series across a diverse mix of apps, also catch up on the week’s finest English & Hindi TV series and kids’ content through Tata Sky Binge.

Puri emphasised on the importance of TV commercial as a part of the overall marketing initiatives to generate awareness about the service. “It’s a Tata Sky service so when you switch on the TV, the first channel you will see there will be television adds playing and there will be a number to call. Someone will get in touch with you if you call this number. We have a mobile app and we also send notifications, mailers, SMS. We are also looking at exploring options with Amazon.in,” she added.

“Amazon Prime Video continues to be a frontrunner in shaping the way India is adopting streaming video. Our association with Tata Sky (Binge pack) is a great way for us to reach an even wider audiences base with our latest blockbuster films, popular TV shows, exclusive stand-up comedy and Amazon Original Series. We are confident that Tata Sky customers will be delighted with the seamless experience of watching Prime Video on the Amazon Fire TV Stick – Tata Sky Edition,” Amazon Prime Video India director and country general manager Gaurav Gandhi commented.

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