DTH

Tata Sky’s celebrity association: Key to increasing sales

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/dth-images/2014/08/26/VikramMehra.JPG?itok=Oa3LqUzT

MUMBAI: ‘Isko laga dala toh life jingalala’ was one line that caught the attention of the entire country. To add to it, DTH operator Tata Sky got on board Bollywood celebrity Aamir Khan to endorse the product in his inimitable style. Last year, it took a u-turn to the south and roped in Kerala film star Mohanlal to do the trick in the Malayalam market and recently it tapped into the north east section of the country with popular singer Papon.

While Khan endorsed the product years ago, Mohanlal was taken up only last year and Papon was roped in during the 2014 FIFA World Cup to send the message of Tata Sky into areas where it hasn’t gained traction. Mohanlal was used extensively across the state through TVCs, van activations and outdoor hoardings. “We wanted to tell that Tata Sky is as much a Malayalam brand as it is in other parts of the country. So we wanted a name that would connect not just with the audience but with the brand offering as well.  We had Mohanlal speak to the family audience after he tested our product and approved its quality,” says Tata Sky CCO Vikram Mehra.

Simultaneously it launched 19 Malayalam channels and set up sales and services structure in the state including 3000 dealers across 10 districts along with service partners and call centre executives trained in the local language. The perception of the brand was that it had less Malayalam channels and poor infrastructure. The TVC with Mohanlal sought to communicate a new message- ‘there can be arguments on many things but no arguments on our set top boxes’. A year on, Mehra says that its sales in the area have multiplied by 800 per cent.

Taking advantage of the FIFA fever in June 2014, Tata Sky went ahead and introduced HD and personal video recorder (PVR) along with its latest innovation of streaming Tata Sky channels on the laptop. “With these products, we wanted to associate with someone who could talk to the youth segment,” says Mehra. Hence, popular singer Papon’s photo was spread across print, outdoor and digital with a lot of stress on the former.

The result was a 110 per cent increase in sales in the seven sister states with a lot of it coming from its laptop viewing service. Phone and iPad service did not pick up well.

Soon, the operator is looking to unite itself with two more personalities. “We will be making an announcement soon regarding two other south Indian markets,” says Mehra.

This apart, Tata Sky also undertakes several associations for its ‘home’ channel, targeting markets at a time. The personalities roped in for promotion of the home channel include former cricketer Navjot Singh Siddhu and actors Nina Gupta and Richa Chadda. According to Mehra, personalities are used depending on the market, the product and whether there is a need for a famous face to be associated with the product.

Several researches are conducted for particular markets as well as on a regular basis. Regular research is done with GFK Mode and Nielsen as and when required. “I personally visit 300 customer homes every year for feedback,” says Mehra. The core team of 14 people ensures that every month 3 million Tata Sky homes are reached out to, to know their feedback on its services.

Surveys are conducted for all states individually every month and the market is analysed over two or three years. Simultaneously its product offerings are also studied in terms of consumer reception.

This involves third party agencies reaching out to random sample size of people who are ready to buy a DTH set top box and ask them which brand will they buy and why? This is termed as ‘intention to buy score’. The measurement is done comparing ‘intention to buy score’ to the actual sale in that area.

Similarly, Tata Sky also introduced six new Odiya channels to promote that it is not only great in customer service but also its channel offerings.

A few years ago, this wouldn’t have been so easy, since it hadn’t been getting the additional transponder space from the Indian Space Research Organisation (ISRO). But now that has been overcome by using MPEG-4 technology compression.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/Dish%20TV.jpg?itok=vA1oasuR
Dish TV redefines its pay-TV services with Verimatrix security

MUMBAI: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices, has announced that it has been selected by Dish TV India Limited to provide cardless security for its direct-to-home (DTH) service offerings. The former will illustrate how security solutions are at...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/14/Andrew%20Bunten%20Irdeto.jpg?itok=NKhu-aFd
4K UHD content protection: Irdeto's solution completes Cartesian review

MUMBAI: Irdeto, a leader in digital platform security, has announced that its Cloaked CA solution has completed a review by Cartesian against the usage rules for 4K UHD premium content included in the Farncombe Security Audit. The audit focuses on content security requirements, aligned with...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/13/anil.jpg?itok=MAq-Mfk7
Adi, your DishTV virtual tech-assistant, joins today

Zee Group’s Dish TV, which has sprung into action over the past few weeks to protect its status as Asia's largest direct-to-home platform, has now launched an Advanced DishTV interface’ (ADI). ADI world’s first AI-enabled pay-tv chatbot to enhance customer experience and offer a user-friendly...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/11/dish_0.jpg?itok=pI9TcaJc
DishTV extends its connection up to Flipkart

DishTV has joined hands with the e-commerce giant Flipkart to bring to its customers a hassle-free connection. With this association, DishTV becomes the first DTH service provider to be listed on Flipkart.

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/06/Yigit_Riza-Harit_Nagpal.jpg?itok=gyRMtBbI
Tata Sky deploys DataMiner to improve customer experience

MUMBAI: Tata Sky has an impeccable reputation as being best in class in the area of customer services, tech and offerings. It has constantly been investing in tech and customer service to stay ahead of the curve as compared to rivals – Freedish, DishTV-Videocond2h, SunDirect, Airtel Digital and...

DTH DTH Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/01/SWAYAM_Prabha1.jpg?itok=UdfItEgB
Govt DTH channels may beam into Tier-II theatres & other areas

MUMBAI: The human resources development ministry, through Swayam Prabha DTH, may plan to screen educational content in cinema halls if approved. The government is scrutinising a proposal for showing the content in theatres in small towns across India, ministry officials said.

DTH DTH Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/30/airtel-dish-800x800.jpg?itok=5DR97xJR
DTH subscriber growth on upswing in first quarter?

BENGALURU: Is the DTH subscriber growth in the first quarter of fiscal 2017 (Q1-18, quarter ended 30 June 2017, current quarter) on an upswing? Of the six private players in the Indian DTH ecosystem, three are publically listed and their numbers are available in the public domain. Two players,...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/28/goel_0.jpg?itok=VPL6kQk-
Comment: Jawahar Goel gets into the boxing ring with iron gloves

Jawahar Goel is known to be a feisty fighter. The third amongst four brothers, and currently the chairman & managing director of Dish TV, JG (as he is called) was probably the most vociferous amongst them, after eldest brother Zee TV chairman and MP Subhash Chandra, in the past. Like a...

DTH DTH Operator
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/26/DISH_TV.jpg?itok=w0p3Bo-3
Dish TV moves TDSAT against Star Life OK name change & turning FTA

NEW DELHI: After having raised an alarm a day back over an impending monopoly of Star India if it wins the broadcast and other rights to IPL cricket, Essel/Zee Group’s DTH platform Dish TV has moved broadcast and telecoms disputes tribunal seeking restraining order against Star Life OK’s...

DTH DTH Operator

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories