DTH
Report on Shemaroo

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=U7w0FUjh

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/2021/06/15/photogrid_plus_1623741446549.jpg?itok=ydkDYTew
Dish TV India joins hands with JOP Network for dubbed movie service “Hits Active”

New Delhi: Dish TV has joined hands with content house, JOP Network Pvt Ltd to re-introduce dubbed movie service– Hits Active, in a new Avatar to broadcast International and South Indian hit movies dubbed in Hindi. Hits Active is an ad-free service showcasing all genres of blockbusters. The service...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/11/tata.jpg?itok=UdSEyCDV
Binge app sees traction from non-metros- DAS 2, DAS 3 cities: Tata Sky’s Pallavi Puri

Pay TV meanders along in India, even as the near future will expectedly watch digital adoption accelerating at a rapid pace of disruption. The legacy direct-to-platform (DTH) players are taking note of the shift in consumer habits to keep up with the trend. Tata Sky has been one such player to...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/10/tata.jpg?itok=F2HZEgMk
Tata Sky unveils its newly revamped music service, Tata Sky Music

Aligned with its new brand purpose to make tomorrow better than today for its subscribers, content distribution, and Pay TV platform Tata Sky on Thursday unveiled its revamped music service offering, Tata Sky Music.

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/02/bai.jpg?itok=vGbZzpse
Tata Sky Binge app now available on smartphones

Leading Pay TV platform Tata Sky has extended the benefit of its pioneering OTT content aggregator service, ‘Tata Sky Binge,’ to mobile with the introduction of Tata Sky Binge Mobile app.

DTH DTH Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/24/photogrid_plus_1621858582315.jpg?itok=-FlBG9Bi
Siti Network content and carriage GM Rajesh Sharma succumbs to Covid

Kolkata: Ever since the pandemic broke, cable operators have been working on the frontlines to ensure uninterrupted cable TV and broadband service across the country. Several of them have battled the infection and the challenges that came along with it, while others succumbed. On Monday, another...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/20/trai.jpg?itok=buHqwtEt
TRAI seeks suggestions to prevent misuse of fixed broadband licence fee exemption

One of the sectors that received a rapid boost last year amid the work from home scenario was fixed-line broadband. After years of tepid growth, deep-pocketed players, as well as smaller cable operators began increasing focus on the segment as the demand escalated.

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/20/cyc_0.jpg?itok=ZQ-VzUMC
Cable TV, broadband services impacted, as Cyclone Tauktae slams into west coast

Cable TV services and broadband services were impacted across various places in Maharashtra and Gujarat, as Cyclone Tauktae left a trail of destruction along the west coast. Many users took to Twitter complaining about the long hours of network outage.

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/18/airtel.jpg?itok=rOcWbM12
Airtel reports growth for DTH, home broadband segment in Q4

KOLKATA: Airtel Digital TV, Bharti Airtel’s direct-to-home (DTH) segment has reported Rs 767.3 crore revenue in q4 FY21 compared to Rs 603.5 crore in the corresponding quarter of the previous financial year, clocking a 27 per cent year-on-year growth. The DTH segment has raked in Rs 248.3 crore...

DTH DTH Operator
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/28/dth.jpg?itok=MmhIAaW-
DTH segment expands its subscriber base by 1.01 mn in 2020

The direct-to-home (DTH) subscriber base in India has reached a base of around 70.99 million in 2020, according to the Indian Telecom Services Performance Indicator Report October-December 2020 published by the Telecom Regulatory Authority of India (TRAI).

DTH DTH Operator

Sign up for our Newsletter

subscribe for latest stories

* indicates required