THE COMPANY
Tata Sky Ltd., a JV between the Tata Group and Star, offers viewers pay television through its nationwide satellite television service. Launched in 2006, Tata Sky offers subscribers a comprehensive channel line-up ranging from movies, news, entertainment, sports channels and interactive services in high quality picture and sound.
THE OFFERINGS
Tata Sky was the first DTH company to launch interactive services customized for the Indian market - education services for the young, highend games across specialized genres, cooking recipes-on-demand, 24x7 darshan of leading religious destinations on TV and English speaking lessons. In 2008, Tata Sky brought about a complete paradigm shift in the DTH market with the launch of Tata Sky+, offering the breakthrough ‘Personal Video Recorder’ (PVR) technology for the first time in the Indian subcontinent, with unique features such as Pause, Record & Rewind Live TV. This was further enhanced with the launch of Tata Sky+HD, the next generation PVR with Dolby Digital 1 surround sound. Tata Sky also launched its video-on-demand service - a combination of Catch Up TV and VoD Library of Movies and TV concerts easy to download for subscribers.
THE REACH
The Tata Sky brand has achieved significant milestones and industry accolades. The company has a presence in over 19,000 towns with over 10.5 million connections as of January, 2013
THE CAMPAIGNS
Poochhne mein kya jata hai
(Focus on economical packages at Tata Sky)
In Phase II of digitization, Tata Sky got closer to Tier II & III markets by re-iterating the fact that it offered great value to its subscribers. This warranted communication that compelled consumers to inquire about the brand at retail stores. This was done by bringing back the campaign ‘Poochne mein kya jaata hai’ in a new avatar, focusing on Tata Sky’s value for money offerings and leaving the viewer with the message – ‘Poochhoge nahi to jingalala hoga kaise’.
Prison break
(Focus on Tata Sky HD PVR):
This could well be in the record books for being the longest TV commercial to be telecast in the history of Indian advertising, with a run-time of 3 minutes and 30 seconds. It shows a bunch of foreign convicts conspiring to escape from an Indian jail while an Indo-Pak match is on, assuming that the game would keep the guards occupied. But when their escape is intercepted, the clincher kicks in – ‘a hard-working Indian’ can record a programme and watch it in his own time with Tata Sky+ HD.
CREATIVE AGENCY: O&M
MEDIA AGENCY: Maxus
Harit Nagpal, MD & CEO, Tata Sky
In a competitive market, service really is our core differentiator. Pricing is not a sustainable competitive advantage and since channels operating in India are not permitted to strike exclusive deals, there is no differentiation possible in terms of content. Today, dealers recommend Tata Sky because the product assures quick and efficient service to customer queries. This is possible as our products are subject to rigorous testing and our focus is completely on providing service, service and service.
Vikram Mehra, CCO, Tata Sky
Tata Sky’s marketing communication strategy has always been based on consumer insights and the nature of our product offerings such as flexible channel packages, a HD service, HD Personal Video Recorder, video on demand service, etc. We have a range of interactive services backed by best in class customer service, which gives consumers the experience of TV viewing on their own terms. Instead of simply selling set-top boxes, we are in the business of selling a service that enhances the overall experience of television viewing.
THE PEOPLE
Harit Nagpal, MD & CEO
Vikram Mehra, Chief Commercial Officer
Atul Bansal, Chief Financial Officer
BS Bisht, Chief Field Service Officer
Deepa Watsa, Chief HR Officer
Kamal Bajwa, Chief Customer Operations Officer
N Ravishanker, Chief Information Officer
Saleem Shaikh, Chief Sales Officer
Yigit Riza, Chief Technology Officer
CORPORATE PROFILE
