DTH

Customers are in an omnichannel world now, reaching them is a lot more complex: Tata Sky's Anurag Kumar

Tata Sky recently marked its 14th anniversary

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/08/21/tata.jpg?itok=Lc4_EA5_

KOLKATA: India’s undisputed DTH leader Tata Sky unveiled a digital campaign to celebrate its 14 anniversary recently. Of all other usual campaigns, it stands out in its approach of keeping consumers at the heart of the video. Rather than boasting of success with putting a few numbers together, the company has conveyed its journey through its loyal subscribers. While it has invoked a sense of authenticity, Tata Sky chief communication officer Anurag Kumar reiterated more empathy, more authenticity, talking about community, the family in communication are making it easier to connect with consumers in the post-Covid2019 period.

To get a sense of the campaign, Tata Sky’s challenges and opportunities going forward, we caught up with Kumar. He shared that when they were ideating about what would be the best way to reach consumers, they thought of going back to subscribers who have been a part of the brand’s journey for a long time. The subscribers spoke their mind, did not read a script given by the company, and the videos were shot on the phone. 

According to Kumar, such pieces of content created around consumers have greater engagement on social media platforms while TVC would have been one-way. Hence, the company opted for a digital campaign. Even so, the campaign was put up on Tata Sky’s landing page for a short period of time. The video on the digital medium has garnered 23 million impressions and 5.9 million views within seven days.

“I think what we have seen in lockdown is the desire to care about the community and the family has increased. People are more aware of who is around them, they are helping each other a lot. Hence, what we have found is that communication which will be conveyed with sympathy for consumers, authenticity in terms representing real life, what the customer is going through, how they are at home, that is connecting much better in the post-Covid2019 period than before. communication filled with more empathy, more authenticity, talking about community, the family is connecting more,” Kumar opined.

While pandemic is accelerating an overall change, the media and entertainment industry has already started facing an overhaul of the ecosystem. Standing at the critical juncture, Tata Sky is treating OTT as a friend rather than foe. While it has forayed into the video-on-demand market through Tata Sky Binge, Kumar said the overall challenge is now how do they make the brand as phenomenal for OTT as it has been for live TV. 

He shared their approach to counter that challenge. Tata Sky is an expert at aggregating content and brings it to consumers. Now, it is looking at bringing the same kind of convenience and aggregation to OTT. “We have to continuously innovate, try to be relevant in future, from a TV point of view and OTT point of view,” Kumar contended. He said along with opportunities in OTT, pay-TV still has opportunities with 100 million TV unpenetrated households. 

There are challenges in the industry along with opportunities. Kumar said the regulatory uncertainty, that industry faces, is a big challenge  As a result of frequent regulatory changes, the entire relationship between the various players in the value chain has to be evolved constantly resulting in a change in the business model, customer selling strategy, customer management approach. 

“The other challenge is a significant cost and investment which we have to spend to reach consumers via media as it is expensive in India. Earlier, it was TV and print while now there are so many platforms. The customer is actually in an omnichannel world now. If we want to reach a consumer that is a lot more complex now. It is true even for sales as they can go to e-commerce, a physical dealer can contact the call centre. Hence, reaching the consumer in an efficient way via media and physical channels is a challenge. It’s not insurmountable, but it is something which we have to keep in mind,” Kumar commented. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/tatasky.jpg?itok=SlhKyBEz
Tata Sky Binge+ becomes available at lower price

KOLKATA: Keeping customer interests at the forefront, Tata Sky has further fine-tuned the pricing of its android TV-powered smart set top box, Tata Sky Binge+. Converging the strengths of DTH and the world of OTT content together on the television screens, this new age device will now be available...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/17/dth.jpg?itok=eTmxaQXp
Active DTH subscribers reach 70.26 million, Tata Sky solidifies its lead

KOLKATA: The Telecom Regulatory Authority of India (TRAI) today released ‘The Indian Telecom Services Performance Indicators’ data for the January- March’20 quarter. Sustaining its growth pace for three quarters in a row, Tata Sky has solidified its lead yet again in the DTH and Pay TV category...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/15/dish.jpg?itok=kU7ZSq9d
Dish TV to push 50% STB manufacturing in India

KOLKATA: Dish TV India Ltd announced the manufacturing of its set-top boxes in India. Demonstrating its commitment to the government’s ‘Make in India’ vision, Dish TV India has shifted the production of its set-top boxes to India, adopting a ‘vocal for local’ strategy. The first consignment of made...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/09/watcho.jpg?itok=YS5px8q5
Watcho revamps its user-generated content offering; launches Watcho Swag

KOLKATA: Dish TV India’s OTT platform, Watcho, the home-grown online video streaming app has gained immense popularity in the country through its fresh short format content and its overall bouquet of offerings. Watcho has been enthralling the viewers with exclusive or original shows, linear TV and...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/08/tata-sky.jpg?itok=Aq1FXWxp
Tata Sky partners with Accedo to develop the user interface of Tata Sky Binge+

KOLKATA: Accedo has worked with Tata Sky, India’s leading content distribution platform to develop the user interface for its latest offering, Tata Sky Binge+ Smart Set-top Box. The Android TV enabled device provides content from Linear Television and a host of OTT apps onto a television screen.  

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/01/dd_free_dish.jpg?itok=W_xYYQtV
DD Free Dish adds three new channels

KOLKATA: The state broadcaster run free-to-air DTH platform DD Free Dish has added three new channels. These include ANB News, Aryan TV National and News India 24×7. These channels won the bid during the 47th e-auctions that was held on 26 August. They are allotted slots for the period between 1...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/28/tatasky.jpg?itok=Ftb-V-3w
Tata Sky’s partner Technicolor to shift settop box manufacturing to India

KOLKATA:  In a big move, Tata Sky, India’s direct-to-home (DTH) operator has decided to shift a significant portion of its settop box sourcing within the country. It has partnered with Technicolor to develop settop boxes for the Indian market that will be manufactured and distributed within India...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/21/djsb.jpg?itok=CiXWqwZY
DishTV and D2H expand regional HD content portfolio, add 6 new HD channels

KOLKATA: Expanding its portfolio of regional language channels, Dish TV India Limited, India’s leading DTH Company, has announced the addition of six new HD channels to its DishTV and D2H platforms. With this, the company aims to provide unparalleled entertainment to the customers in the southern...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/17/dish.jpg?itok=VLgONBVO
DishTV strengthens its presence in Kerala Market

KOLKATA: Dish TV India Limited, India’s leading DTH Company is set to add cheer to the festive season with a slew of attractive offers and packages as it joins the Onam celebrations in Kerala. Keeping in line with its commitment to provide best in class entertainment choices to its new and existing...

DTH DTH Operator

Sign up for our Newsletter

subscribe for latest stories

* indicates required