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about tata sky
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ContentsWhat is DTHHistory of DTH IndustryDTH operators in IndiaAbout Tata skyMarketing StrategiesMarket MixDifferent channel packages/add on packagesRoad aheadEfforts of Tata Sky
What is DTH ?
DTH (direct to home) refers to satellite television broadcasts intended for home reception
DTH is a satellite television broadcast that is delivered by the means of communications with satellite & received by a satellite dish & set-top box
History Of DTH IndustryDTH services were introduced in India in early of 2000DD direct plus was India’s first & only DTH service that was
launched in December 2004 and there is no subscription charges for customers
DD direct plus offered all doordarshan & several private channels that are FTA(free to air)
Dish TV DTH services were launched in 2005 by Essel GroupIn Dec 2007 SUN Direct DTH was launched this was
followed by launch of Reliance Big TV & Airtel Digital TV in 2008
DTH Operators In India
Company Launch Year
Subscribers
Channels Technology
Dish TV 2005 4.8 182 MPEG-2
Tata Sky 2006 3.2 160 MPEG-2
SUN Direct 2007 2.3 164 MPEG-4
Big TV 2008 1.5 153 MPEG-4
Airtel Digital TV
2008 0.5 138 MPEG-4
About Tata SkyTata sky was launched in aug 2006 Tata sky was one of the leading players in
Indian DTH(direct to home ) industryTata company offered around 170 channels
on entertainment, sports, movies, music, news etc along with it’s interactive services & channel packages
Tata sky launched Tata sky+ in October 2008, a premium set top box
Tata sky+ allow customers to record, pause & to rewind live TV programs
The First AttractionTata sky Ltd. In March 2009, the Indian DTH
service provider announced a special offer for those customers who are booking Tata Nano car
Tata Sky provided offer for customers who had already booked a Tata Nano car can avail a 20% discount on new Tata Sky connection
Marketing strategiesTata sky offered a variety of channel
packages, so that customers could select their favorite channels and pay only for those they want to watch
Tata Sky launched several advt. campaigns & television commercials to support its product launch
Tata sky also taken source of outdoor, radio, net advt
Tata sky opted Amir khan like film personalities as their brand ambassador to promote & communicate their slogan “Is Ko Laga Dala To Life Jinga La La”
Market Mix Tata Sky Mainly Emphasized all the four P’s
of marketing i.e. Product,Price,Place & Promotion
Tata Company made efforts to offer a better products & services at an affordable prices to customers
Tata company made efforts to establish a presence across India by developing a vast distribution network & by adopting a marketing strategy for the value proposition of it’s product and services offerings to the customers.
Product & ServicesTata sky offered the DTH services based on
three c’s i.e. Choice, Control & ConvenienceTata sky offered customers many channels
with “DVD picture quality & cd sound quality”.
Tata sky offered customers “Program Schedulers for all channels & Reminders for Favorite programs”.
Tata sky also provided interactive services including “Active Cooking, Learning, Darshan, Showcase etc.
Idiot Turns Useful Active Mall Active Wiz kids Active Stories Active Learning Active Topper Active Games Active Darshan Active Sports Active Matrimony, etc…
Different Channel PackagesChannel Packages
Base Packages
Super Hit Pack (60 Channels)
South Starter Pack(76 Channels)
Super Value Pack (99 Channels)
Super Saver Pack (124 channels)
South Saver Pack (110 Channels)
South Value Pack (96 Channels)
South Jumbo Pack (139 Channels)
Add on packages
Fun Learning Pack (5 Channels)
Lifestyle Gold Pack (16 Channels)
Lifestyle Bonanza Pack (4 Channels)
Sports Gold Pack (2 Channels)
Sports Platinum Pack (3 Channels)
ESPN & Star Sports Pack(2 Channel)
Sports Bonanza Pack (6 Channels)
A Ls Carte Channels (Ten sports, STAR cricket etc.)
DistributionTata sky Had a vast distribution network across
the country to sell its set-top box & prepaid recharge vouchers.
To buy Tata sky consumers had various options1. Authorized dealer2. Through Online3. Contact customer Care(Free home delivery)
Helping HandsTata sky For Rural consumers
Tata Sky for Urban Customers
1. ITC’s E- Choupal BY Croma Electronic center
2.ITC”s international business division
TATA indicom outlets
3 Godrej(aadhar) ,& IOC Pantaloon Retail in A, B grade cities.
The Road Ahead Tata sky received an ISO 27001:2005 in
march 2009, the provides guidance & proper maintenance of an Information security Management system
The corporate goal of company to increase it’s subscriber’s from 1 to 2 million every year to make profit