DTH

Dish TV India, Tata Elxsi collaborate to launch 'Orbit'

The new UI will leverage artificial intelligence and machine learning

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MUMBAI: Dish TV India has collaborated with Tata Elxsi to roll-out ‘Orbit’, its new user interface (UI) for SMRT & Magic range of connected products for both its brands DishTV & d2h. The plan has been executed for consumers to have seamless TV and online viewing experience. Orbit is packed with an array of exciting features addressing best of aggregated content from various traditional and online sources available on the platform.

With a simple yet exceptional UI design, Orbit is developed to create a balance between entertainment and information by providing smooth integration of Live TV, OTT, and other value-added services. DishTV India collaborated with Tata Elxsi for doing the user experience (UX) enhancements for its connected devices. Thorough consumer research, interaction modelling, multiple rounds of UI design testing was conducted to provide a simple, attractive and engaging interface, resulting in efficient and all-rounder user experience. The new interface will leverage artificial intelligence and machine learning to make it easier to find content on TV where users are restricted to traditional remotes.

Dish TV India Ltd executive director & group chief executed officer Anil Dua said, “With the broadcast industry adopting technology at such a rapid pace, consumers today are more empowered and better informed than ever before. They expect high performance and top end innovation along with aggregated content.  At Dish TV India, we are continuously customizing our offering based on the needs of the customer, we are delighted to launch Orbit in association with Tata Elxsi, with functionalities such us search, navigation and browsing, so that a large base of our audience has an even more engaging hybrid experience on our service. With this, we hope to continue to remain the most preferred choice for consumers.”

“Consumers have entrenched habits associated with TV viewing but there is a need for a better and more intuitive experience for navigation and consumption in this new age of digital products. Tata Elxsi has decades of experience in this space, both in design and in technology creation. Working closely with our development engineers, we were able to create a completely new, yet intuitive UI for our users. This not only created a robust product performance but also created a visual identity and a branded experience for our client Dish TV India Ltd,” said Tata Elxsi chief designer Narendra Ghate.

The new UI will provide users an access to the featured content and simultaneously to all the new and trending content available on different OTT apps with deep-linking support. A dedicated ‘my zone’ section is designed to quickly access items pinned by user along with recommendations personalized basis one’s preferences. The refreshed look is now live for Dish SMRT and d2h Magic range of products and would soon be rolled out on recently launched android set-top box Dish SMRT hub.

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