MxMIndia

Category: DIGITIZATION

  • Created by Lowe Lintas, d2h’s new TVC targets Hindi speaking audiences and cricket lovers

    Dish TV promotes d2h’s customised offerings in latest ad campaign

    By A Correspondent

     

    Dish TV has launched a new TVC for its d2h brand targeted at rural audiences. The TVC highlights the discomfort caused due to withdrawal of channels from the free DTH platform and its impact on a regular family through the eyes of a mischievous kid.

     

    Commenting on the d2h brand’s value proposition, Anil Dua, Executive Director & Group CEO, Dish TV India Limited said: “Many customers in Tier-3 and Tier-4 markets are currently missing out on entertainment and we are here to address their needs. To benefit these customers, we are delighted to announce attractive and innovative offerings on our d2h brand. Our new customer awareness TV campaign also underscores the continuous investment being made in the d2h brand.”

     

    Speaking on the new offer and brand campaign, Sugato Banerji, Corporate Head – Marketing, d2h brand added:  “Our new campaign is aimed at the rural Hindi speaking market. Entertainment consumption is growing in rural areas and watching television for entertainment has become an important part of their lives. The objective of this TV campaign is to create awareness amongst them, supported with extensive trade engagement and on-ground activation. The TV campaign also aims to attract existing inactive d2h customers to reactivate.”

     

     

  • Coming up: a win-win proposition for viewers as well as channel owners in the post Covid-19 scenario, writes Indrani Sen

    The Silent Coup by Prasar Bharati

     

    By Indrani Sen

     

    In February 2019, post TRAI’s NTO, big broadcasters had pulled out their Hindi mass entertainment channels from DD Free Dish which subsequently led to loss of viewership, weekly GRPs and ad revenue for those channels. The four big broadcasters, who submitted fresh bid invitation for vacant MPEG-2 slots by Prasar Bharati and won the e-auction held on June 2, 2020, must be sighing in relief now after getting five channels back on DD Free Dish. With effect from June 10, 2020, DD Dish TV subscribers would be able to view Star Utsav, Sony Pal, Zee Anmol, Colors Rishtey and Zee Anmol Cinema. It is definitely a win-win proposition for viewers as well as the channel owners in the post Covid-19 scenario.

     

    Considering that these channels were earlier earning on an average 100 times more that the average carriage fee of Rs 6 to 8 crore paid per annum to DD Free Dish and most of them lost 50% + of their ad revenue after pulling out from DD Free Dish, it is no wonder that they have all boarded back the DD Free Dish Band wagon at the first available opportunity. The five channels are in dire need of restoring their ad revenues in the post-Lockdown stage and cannot do without the viewership numbers which DD’s free-to-air platform promises to add. It is a silent coup by Prasar Bharati for making DD Free Dish an essential part for the survival and growth of these private channels.

     

    In most of the statistical analyses of subscribers of DTH providers, DD Free Dish is not included which makes the advertising and media Industry forget about its existence. While Doordarshan does not have the built in mechanism to measure the growth of DD Free Dish connections, estimates available from government sources as well as private consultancy firms unanimously agree that DD Free Dish is the leading DTH service provider in India.

     

    On June 23, 2019 at a programme to launch distribution of DD Free Dish TV set top boxes in Kashmir, Union Minister for Information and Broadcasting Prakash Javadekar claimed that (https://www.indiantelevision.com/dth/dth-operator/dd-free-dish-has-35-crore-subscribers-prakash-javadekar-190623) Doordarshan was the biggest DTH service provider in India with 3.5 crore (35 million) subscribers of DD Free Dish.  He further claimed that there are total 5.5 crore (55 million) DTH connections in India. The 2019 FICCI-EY report estimated 30 million subscribers for DD Free Dish and predicted that it would cross the 50 million mark in near future.

     

    It is evident from the activity related to DD Free Dish on various private e-commerce sites that their business is doing well. From the sale of DD Free Dish set-top boxes on Amazon (https://www.amazon.in/STC-DD-free-Dish-Set-Top/dp/B07FNKDGGC ) to installation of DD Free antenna on Indiamart (https://www.indiamart.com/proddetail/d-d-free-dish-antenna-installation-5874029873.html) to sale of remote  on Flipkart (https://www.flipkart.com/mase-remote-dd-free-dish-controller/p/itmfdcbspgtjqmgg) , e-commerce sites are doing brisk business due to the popularity of the DD Free Dish.

     

    DD Free Dish is available in Ku-Band on GSAT-15 (at 93.5°E). It has been upgraded from time to time. The number of channels available increased from 80 to 104 in 2019, of which 26 channels are reserved for Doordarshan. Currently 104 SDTV channels along with 40 radio channels of AIR are available to the subscribers. DD Free Dish has been the greatest contribution which Prasar Bharati has made to broadcasting in India since the satellite TV’s invasion from the sky and privatisation of TV channels. If the set top box for DD Free Dish can be made technically enabled to receive WiFi signals then a new vista of media consumption will open to the vast audiences belonging to  “Bharat”.

     

     

  • Eros Now has a vast movie catalogue that features cult classics to modern, new-age films

    Eros Now partners Dish TV

    By A Correspondent

     

    Eros Now has announced a partnership with Dish TV whereby Dish TV and D2H users can access Eros Now’s content library including 12,000 plus movie titles, original shows, short-format content Quickie, music through their android set-top boxes – Dish SMRT Hub and D2H Stream, respectively.

     

    Commenting on the partnership, Ali Hussein, CEO, Eros Now said: “Eros Now has a vast movie catalogue that features cult classics to modern, new-age films. The massive content library offers high-quality experience to the consumers who can consume the content from their homes on smart TVs, at their convenience. This transformation of OTT consumption moving from personal, private devices to television sets in the living room, is a growing trend with movies and other long-format content being consumed on large screens. Eros Now’s endeavour has always been to present the best of online streaming content and provide seamless access to consumers across markets as well as different mediums. The association with Dish TV’s innovative services keeps its vast consumer base glued to the television sets with the inclusion of Eros Now’s content that offers premium OTT experience.”

     

    Added Anil Dua, Executive Director & Group CEO, Dish TV India: “In our endeavour to provide the best of both the linear and online entertainment options, we have recently introduced a whole range of connected devices including Android STB’s and streaming sticks. We are happy to partner with Eros Now and this partnership will enable our customers to have access to their vast online content library across both our Dish and D2H platforms. Dish TV India is committed to delivering the best TV viewing experience while offering unique content options to its customers and this partnership is another step in the same direction.”

     

     

  • It created a video by reaching out to 14 of its lifelong customers who have witnessed the #14YearsOfJingalala journey

    Tata Sky pays tribute to old customers on 14th anniv

    By A Correspondent

     

    August 8 marked the 14th anniversary of Tata Sky and to celebrate the milestone, Tata Sky in collaboration with Chimp&z Inc, created a nostalgic #14YearsOfJingalala, digital campaign honouring the allegiance of 14 of its patrons who have been the earliest customers of Tata Sky.

     

    Said Anurag Kumar, Chief Communication Officer, Tata Sky: “Our history of putting the customer first is evident through our network of long-term customers, many of which have been with us for over ten years. This anniversary, we wanted to relive the connections we have forged with our consumers through genuine and authentic testimonials that gave an overview of their journey with us. The responses received not only makes for a joyful and encouraging video but also makes us take comfort in the fact that we have made a positive difference to their lives and earned their loyalty for life.”

     

    Added Angad Singh Manchanda, CEO and Co-founder, Chimp&z Inc: “We went by the thought that a significant milestone like the 14th anniversary of Tata Sky needed to be upheld with a campaign that brought out the real essence of the brand. And what better way to do that than to reach out to those people who have experienced the service and quality of the product first hand. The #14YearsOfJingalala campaign video is like beautiful memorabilia to be cherished. The people featured in the video are not only consumers but brand custodians and have been endorsing the brand in their own little way.”

     

     

  • The brand, creative and production teams  have done commendable work with the ads, writes Sanjeev Kotnala

    Tata continues to Play with Sky

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaUnless you are a Tata Sky subscriber or a digital algorithm picks you as a potential lead, you will likely miss out on these short, simple name change films. Additionally, these films talk of the new Tata Binge offer, including the addition of Netflix. The way the scriptwriter and the production team have managed the cast and the location itself with Covid restrictions is worth applauding.

     

    The films feature the flamboyant Saif Ali Khan and beautiful Kareena Kapoor Khan. Saif continues to surprise us with his never acknowledged versatility. Kareena, like him, plays different avatars but with the same expression, smile and trademark pout. But, both deliver memorable short scripts.  There are language films with different set of celebrities.

     

    Is there a story there?

    When a brand puts so much effort into Name Change, it suggests more than what meets the eye. The earlier name has the potential and most likely will come alive in a different Avatar sometime soon. Why would you otherwise spend so much time, effort, and media money to delink it from entertainment, TV, and Cable.

     

    Is Tata Sky later going to the sky and being an airline. It is the right name for airline by the Tatas. Now, that is a guess and a long shot. However, even if Tata Sky never becomes the Airline it should be, I would still be at peace.

     

    Did they leave the clue somewhere? What do you think?

    Back To Tata Play.

     

    SALESMAN- CUSTOMER PLAY

    The first set is a customer-salesman interaction. The charming Saif Ali khan delivers for the brand, and Kareena does the rest. The story moves forward, and for a moment, I was taken back to Tata Chota Recharge memories and how successive episodes of TVC took the story further. The recharge advantage is shared in another short clip, and the  Tata Binge app offer also gets delivered. Alas, the story shifts totally. Nevertheless, it is smartly done.

     

     

    TEACHER PLAY

    The next set of interplay is between two teachers. The History teacher enacted by Saif Ali Khan comments that Tata Sky ka Tata Play Hona eek historical moment hai. Was that more than necessary or a trap for people to think of Tata taking over Air India. The ad is nice.

     

    The chemistry between the two actors is fabulous. Then it slowly weaves in the Free Service saving in a charming style. And the Netflix offer comes back.

     

     

     

     

    DRIVER- MAID INTERPLAY.

    The third set of scripts has the duo playing as Driver and the Maid. The interaction is still meticulously executed, and both actors deliver on the script. However, the series of messages primarily relate to name change, other than bringing alive the solo mobile viewing and the collective family viewing advantage on Tata Binge.

     

     

     

    DIGITAL INTERPLAY.

    The three different characters suggest selective advertisement placement based on consumer profile data. However, the characters and locations are not so polarized to make the best use of data that the brand and media could have. Maybe I am wrong, and the brand knows something more. However, on the Tata Play channels- all the advertisements continue in a loop.

     

    However, the brand team, creative and production, have done commendable work in keeping it simple, engaging and delivering the message. Love the ads.

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    Tata Play films are also made in regional languages with appropriate celebrities from the zone.. Here is one such film.

     

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    JUST FOR CLICKS.

    Here is one of my favourite communication from Tata Sky – 10 Rupay ka Chota Recharge. Enjoy.