MxMIndia

Tag: Tata Sky

  • Campaign highlights the brand’s relevance in daily life by recreating ‘Moments of Love’

    Tata Sky celebrates special moments with new campaign

    By A Correspondent

     

    Tata Sky has rolled out its latest campaign showcasing its multiple products & services. The integrated campaign was launched alongside the ninth edition of Indian Premier League (IPL) 2016.

     

    Titled ‘Pyar Jingalala’, the advertisements in the campaign bring to life beautiful moments of love Tata Sky can re kindle among couples in all walks of life and across towns. The plethora of services available to a Tata Sky subscriber are woven into small yet multiple stories of couples experiencing moments of love thanks to their Tata sky connection.

     

    “The idea was to take brand love a step further by highlighting the role Tata Sky plays in the lives of people across the country. How its innovative services and offerings help couples connect with each other better as they sit in front of their Tata Sky box for their daily dose of entertainment,” says Tata Sky Chief Communications Officer, Malay Dikshit.

     

    Actve English: Tells a story of a newly married couple conversing on the phone. In the film, the small town wife pleasantly surprises the husband by speaking romantic lines in English. The ad reveals Tata Sky Actve English as the string tying this moment together.

     

    Daily Recharge: Tells a story of the middle aged couple out for an evening walk. The wife wonders out aloud that how come her husband who usually remembers everything doesn’t remember the shop for Tata sky daily recharge. To which the husband instantly replies, “Agar yaad rehti, to tumhare saathai se chalneka chance kahamilta.” Amazed, the wife breaks into a smile and holds her husband’s hand and starts walking.

     

    Actve Fitness: Here a senior citizen is vigorously exercising, when the wife walks in concerned, asking ‘What are you doing?’ To which the husband replies, that she keeps complaining about how much he keeps troubling her. So if he exercises and stays fit, he can trouble her for a few more years. This leads to a charming outburst from his wife to which her playful husband can’t help but smile. The ad ends indicating Actve Fitness and the line ‘Iskolagadala to Pyaar Jingalala’

     

    Ogilvy and Mather‘s Creative Director Sukesh Nayak says, “The campaign is based on a powerful insight that every day, couples across the country tune in to watch their favourite programs together. We used this insight to come up with an campaign idea that celebrates the love that Tata Sky helps rekindle every single day. The challenge was to bring alive the magical moments of love, re kindled through Tata Sky, through minimal scripting, with expressions taking centerstage in each story.”

     

    Tata Sky is also rolling out South Indian versions of the campaign soon in Tamil, Telugu, Kannada and Malayalam. The campaign brings brilliant actors, some known (Patralekha, Rahul Bagga, Manish Chaudhry) some forgotten faces (Suchitra Krishnamoorthy, Vishwa Badola) on screen.

     

  • One-stop destination for all formats of Comedy

    Tata Sky launches comedy service on DTH

    By A Correspondent

     

    Tata Sky has added a new service to its diverse bouquet of content named Tata Sky Comedy. This would be the first ever interactive service on DTH in India that provides a single destination for all formats of Hindi comedy content.

     

    The service was launched by Pallavi Puri, Chief Commercial Officer at Tata Sky, along with Hiren Gada, ‎Director, Shemaroo Entertainment the content partner for the service. The launch event provided a glimpse of the service, unfolded by stand-up comedians Sugandha Mishra and Sahil Khattar, who are also a part of the service.

     

    Tata Sky Comedy offers original content created especially for this service along with the best of classic comedy TV shows like Nukkad, Ye Jo Hai Zindagi, Office Office and Zabaan Sambhalke. Every format of comedy content is being made available through this service – from filmy spoofs to fun movie reviews, from gags & pranks to faking news shows – Tata Sky subscribers will now have access to comedy content at their fingertips.

     

    The service is packed with rib-tickling content that is refreshed daily and plays 24X7, ad free. Tata Sky has partnered with Comedywalas, a unit of Shemaroo Entertainment for exclusive and new content such as Bollywood Tadka and Comedy Fatafat. The interactive section of the service features Jokes, Fun Quizzes like Dialogue baazi (based on dialogues from Bollywood movies) and a popular comic strip Suppandi, all of which is refreshed daily.   Pallavi Puri, Chief Commercial Officer, Tata Sky said, “With Tata Sky Comedy we aim to provide a fun way to relax for our subscribers. Comedy is a genre that the audiences have a huge appetite for and we believe there is currently a gap for a singular destination for all types of Hindi comedy content. We wish to fill that gap with this latest offering from Tata Sky. In partnership with Shemaroo, it is our attempt to provide a one-stop shop for popular comedy formats that will be available to subscribers 24 hours a day. ”

     

    Talking about their expertise, Hiren Gada, Director, Shemaroo Entertainment said, “We’re very excited to launch the comedy service with Tata Sky. Being a leading content aggregator and owner, our continuous efforts are to serve our audiences in new and innovative ways. Comedywalas is one such initiative from Shemaroo. Given the fact that comedy is such a universal entertainment genre, our efforts will be to aggregate, produce and curate some highly entertaining and fun programming.”

     

  • With the introduction of Channel NewsAsia International, Tata Sky has now expanded its bouquet of news channels to 96, which include 14 English news channels, 22 Hindi news channels and 57 regional news channels

    Tata Sky expands its global news channel offerings in India

    By A Correspondent

     

    Tata Sky announced the launch of Channel NewsAsia International on its platform.  The pan-Asian channel is now available to Tata Sky subscribers on channel number 535.

     

    Ranked among the top three most preferred English news channel in Asia*, Channel NewsAsia International’s launch on Tata Sky will enable the channel to reach over 14 million households in India. The channel was established in March 1999 by MediaCorp, the leading media organisation headquartered in Singapore and is an English language Asian TV News channel.  It is now available in over 58 million households across 27 territories in Asia.  It offers news every hour on the hour, business programmes, current affairs, documentaries and lifestyle programmes, showcasing Asia from within Asia.

     

    “We are delighted to be entering the DTH market in India exclusively through Tata Sky, and I would like to take this opportunity to welcome all our new viewers to Channel NewsAsia International.  Over the years we have devoted more resources to cover India, not only through the news, but through hard hitting investigative documentaries which have won international acclaim.  India is key to the present and future of Asia.  We believe we are well placed to understand, present and interpret how India’s role in the global economy will depend on changes in its political and economic climate.  But more importantly, the channel is about Asia, and helping to foster understanding and insight across Asia.  We look forward to offer our unique, content to all viewers across the country through our partnership with Tata Sky,” said Debra Soon, Head, News Segment, with the Channel’s parent company, MediaCorp.

     

    Paolo Agostinelli, Chief Content & Business Development Officer at Tata Sky added, “We have always believed in offering a wide range of global news content and are delighted to offer our subscribers the award-winning Channel NewsAsia International. With a significant mix of both international and India-specific news, we are certain that our subscribers will continue to enjoy our latest addition to the news genre.”

     

    Beyond news and current affairs programmes, viewers of Channel NewsAsia International on Tata Sky can enjoy the channel’s popular travel & lifestyle shows, for example a taste of the travel, food and culture of the renowned destinations of Japan and Taiwan, in ‘Japan Hour’, and ‘Welcome 2 Taiwan’;and ‘Luxe Asia’, for an exclusive look inside the intriguing worlds of Asia.  Business programmes such as ‘Asia Connect’keeps people who live and work in Asia updated on the latest  in news and the financial movements and trends; and ‘Money Mind’ tells you how to make the most out of your money and connecting your financial goals.

     

    With the introduction of Channel NewsAsia International, Tata Sky has now expanded its bouquet of news channels to 96, which include 14 English news channels, 22 Hindi news channels and 57 regional news channels.

     

  • The all-new Transferkar's campaign provides solution to watch recorded content on the move

    Tata Sky launches digital campaign for ‘Tata Sky+ Transfer’ STB

    By A Correspondent

     

    Tata Sky has launched its first digital-only campaign for its upcoming ‘Tata Sky+ Transfer’ set-top box. The campaign features three teaser commercials followed by the main commercial which goes on-air from 1st September 2015.

     

    The campaign introduces Tata Sky’s latest product the Tata Sky+ Transfer, which enable the set top box recording to be available on the subscribers’ tablets and phones.

     

    This campaign uses Tata Sky’s trademark style of using hyperboles and humor to drive home the product messages in an interesting manner. The protagonists “Transferkars” are a TV addicted family- a family of six each madly passionate about his/her show and the campaign is a series of films that bring alive the lengths that they go to carry their favourite TV shows with them.  The commercial portrays ‘Tata Sky+ Transfer’ as an innovative product which solves these problems by enabling subscribers to transfer recorded content on their mobile devices and view it at their convenience. Hence, the campaign concludes with the sign off ‘Record. Transfer. Carry.’

     

    Shedding light on what consumer behaviours drove this innovative campaign, Malay Dikshit Chief Communications Officer – Tata Sky said “Today time comes at a premium, the consumer is increasingly finding it difficult to be constrained by fixed timing and location for viewing even recorded content. Thus the demand for convergence and portability of content. The rapid increase of Wi-Fi enabled homes open up new possibilities and potential for new offerings. The Tata Sky+ Transfer box delivers on this sweet spot allowing subscribers to use their connected homes to enjoy their space and identity. Our focused digital-approach with this new campaign along with the launch of an interactive micro-site would surely intrigue existing and prospective subscribers.” He concluded stating, “It is just the beginning of our endeavours to un-box entertainment for our subscribers.”

     

    Talking about the creative on the campaign George Kovoor –  Sr. Creative Director at Ogilvy One stated, “Tata Sky has once again set the benchmark through this unique digital first campaign. At the heart of the campaign is a family of obsessive TV show fans who not only engage the consumers but also demonstrate the Transfer product in a simple yet entertaining story. Fans can follow this family and their quirks on YouTube, Facebook, Twitter and even an interactive microsite.”

     

    The task for us was to create a high impact campaign centered around digital devices like smartphones & tablets, demonstrating clearly and in a memorable way how to and in what situations this product is used.

  • Viewers can now also access it online via their TVs, PCs, tablets and mobiles

    BBC Worldwide inks deal with Tata Sky to launch BBC content in India

    By A Correspondent

     

    BBC Worldwide has announced its first VOD deal in India. The deal, with the leading direct to home provider , Tata Sky comprises of  SVOD and TVOD services gives subscribers in eight metros in India,  access to the best of the BBC’s drama and comedy via ‘BBC On-Demand’, a branded property on Tata Sky’s platform. Viewers can now also access it online via their TVs, PCs, tablets and mobiles.

     

    Programmes that will be available on the service include Luther, starring Idris Elba, who won a Golden Globe for his role as a brilliant but emotionally impulsive murder detective;  The Honourable Woman starring Maggie Gyllenhaal who won a Golden Globe for her portrayal of a powerful businesswoman haunted by events from her past in a thriller set in the Middle East; and Burton and Taylor, based on the legendary acting duo, Richard Burton and Elizabeth Taylor  starring Dominic West  and  Helena Bonham Carter. Kickstarting the block with a classic hit Yes, Prime Minister, contemporary comedy, Citizen Khan and an endearing drama, Being Erica.

     

    “In a study commissioned by BBC Worldwide earlier this year, we found that quality of content,  British humour, and a love of original British dramas were the top reasons why people, including Indians, enjoy British television programmes,” said Myleeta Aga, SVP and GM of BBC Worldwide in India.  “We are very excited to be working with Tata Sky to bring these award winning and high quality programmes, many never before seen in India, to Tata Sky’s subscribers, where they can access them anytime, anywhere.”

     

    “We are very pleased to be partnering with BBC Worldwide to launch BBC-on-demand,” said Paolo Agostinelli, Chief Content Officer at Tata Sky. “Viewing habits and customer needs in the industry are evolving as fast as ever. We are committed to remain the best choice in the country when it comes to premium entertainment, which means we must be able to offer top branded content and the best viewing experience, including increasingly popular time-shifted and device-shifted binge viewing content. We are confident that this is only the start of a very fruitful relationship with BBC.”

     

  • What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising

    Tata Sky’s an-ad-a-day approach casts its spell on the viewers

    By A Correspondent

     

    With the aim to achieve maximum reach, Tata Sky has launched a unique offering – Daily Recharge which allows consumers to recharge their DTH subscription just at Rs. 8 daily and get all their desired channels on that day.

     

    The consumer in towns and villages are value conscious. This consumer in most regions still perceives the DTH category as premium and expensive, as compared to the local cable. Tata Sky’s Daily recharge in this case tackles this barrier by providing an entry to the world of quality television viewing at a price lesser than any MSO or DTH player in the world. Not only in small towns and villages, also the urban metros, Daily Recharge will become a huge incentive for consumers to shift from Analog to digital, thereby adding to the cause of digitization.

     

    For such a unique product the campaign too had to be innovative. What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising as it would have left the consumers with a new piece of information but would have failed at engaging them. The challenge was to amplify the everyday usage of the brand and thus the benefits associated with it.

     

    Thus the product was launched with a unique love story that promotes everyday usage in an interesting manner. The promise: “Daily milenge toh pyaar to hoga hi” is a simple expression of the product benefit and the brand promise. To further reinforce daily usage the campaign evolves over multiple episodes. Set in a small town in Kashmir, the multiple episodes slowly unravels how the product works and intelligently amplifies the benefits of Daily Recharge, through Mannu (Prit Kamani) and Neelu (Himani Sisodiya) the protagonists of the love story.

     

    Sukesh Nayak

    Sukesh Nayak, Executive Creative Director, O&M Advertising said: “The product was innovative so the creative idea had to be innovative. For daily recharge we came up with an idea of daily love story. Every day the love story unfolds itself with a new film on national television. The campaign is interactive. The boy and girl update their social profile on daily basis as the story unfolds. People also end up helping the boy decide what to do next every single day to take the love story forward through an immersive digital experience.”

     

    Commenting on Tata Sky’s new campaign launched with the IPL, Malay Dikshit, Chief Communications Officer, Tata Sky said: “For the first time, we have advertised during the IPL as it provides the continuity needed by the daily format of this campaign. The brand promise of ‘Daily milenge toh pyaar toh hoga hi” is a simple expression to stay connected with the viewers on a daily basis with our convenient offering. The brand needed to reach out and communicate to a set of audience that are spread across various geographies of the country and still have an affinity with the existing subscribers. O&M has beautifully brought alive this journey with the help of this addictive love story.”

     

  • The channel is also available on leading cable operators like DEN, Siti Cable, Hathway and InCable to name a few

    Tata Sky adds MAX 2 to its bouquet

    By A Correspondent

     

    Multi Screen Media’s second Hindi movie channel – ‘MAX 2’, will now be available on Tata Sky. The channel will reach out to millions of households across the country further to its association with Tata Sky thereby expanding its viewer base via the DTH platform.

     

    Besides Tata Sky, MAX 2 is available on other DTH platforms comprising Videocon d2h, Airtel, Dish TV and Reliance Digital TV. The channel is also available on leading cable operators like DEN, Siti Cable, Hathway and InCable to name a few.

     

    Speaking on the association with Tata Sky, Neeraj Vyas, Sr. EVP & Business Head, MAX & MAX2 said, “We are pleased to announce the availability of MAX 2 on India’s leading DTH platform – Tata SKY which widens the channel’s reach. We have received numerous requests from Tata Sky viewers for showcasing MAX 2 and are convinced that our association will help us reach out to a larger audience. We are sure the subscribers will love the channel and will enjoy savoring the timeless films of Indian cinema.”

     

  • This move helps Big Magic to gradually fortify its space in the comedy genre in India with original differentiated content

    Big Magic now available on Tata Sky

    By A Correspondent

     

    We don’t normally carry news on channels expanding their distribution footprint or inking deals with Direct-To-Home (DTH) operators. But given its recent rise in its viewership and the changes expected to be ushered in by the BARC-administered audience measurement system, this announcement could have a bearing on the Hindi general entertainment channel (GEC) landscape, albeit in the second tier of GECs. The news: Big Magic has strengthened its distribution with leading  DTH player, Tata Sky. The channel will be available from February 1 on Tata Sky channel 138 for subscribers across the country. This move helps Big Magic to gradually fortify its space in the comedy genre in India with original differentiated content.

     

    This announcement enables Tata Sky to offer its viewers a differentiated content around comedy with Big Magic’s programming mix targeted to a relevant and discerning audience base across relevant markets. The channel’s original programming mix includes a comical line up of hilarious sitcoms, a side splitting historical comedy; laugh out loud weekend specials, festive specials and comedy blockbuster films.

     

    Paolo Agostinelli, Chief Content and Business Development Officer, Tata Sky said, “For Tata Sky, catering to consumers across age groups with the growing preference towards comedy, Big Magic as a channel would be a rather unique offer suiting the needs of our customers across the country. We will finally showcase the range of offerings from BIG MAGIC on our platform.”

     

    Lavneesh Gupta

    Speaking on the occasion, Reliance Broadcast Network COO Lavneesh Gupta said, “We are happy to announce our availability on Tata Sky, which allows the channel to immediately grow its reach across the geography. We are confident of our product with differentiated comedy content and designed as per audience needs for the entire family. Strengthening our distribution spectrum is a strategic move towards focusing on growing the channel with additional new content that is expected soon.”

     

  • Experience the world's largest Cricket tournament in 4K clarity at home

    Tata Sky launches India’s first 4K set-top box

    By A Correspondent

     

    Tata Sky has announced the launch of India’s first 4K set top box (STB). The set top box will be available for existing and new subscribers to enjoy the forthcoming Cricket matches in ultra HD 4k picture clarity.

     

    Prospective subscribers can now book their Tata Sky 4K set top box at just Rs 6,400 while existing subscribers can avail the box at Rs. 5,900. Subscribers can enjoy it as their first connection or an additional STB at home with the Tata Sky MultiTV connection option. Apart from relaying 4K content, the box will also showcase Standard Definition (SD) and High Definition (HD) channels. The 4k set top boxes can be pre-booked through the Tata Sky 24X7 helpline, Tata Sky website and dealers.

     

    Tata Sky 4K is a new generation set top box with the capability of delivering Ultra High Definition picture quality and Dolby Digital Plus 7.1 surround sound. 4K at 8.3 Megapixels (3840×2160) has approximately four times the pixels as that of 2K (1920×1080) the current HD standard, thus brings far greater clarity and more vivid colors on screen for viewers.

     

    The launch of the Tata Sky 4K set top box has been timed just before the cricket matches. This will ensure that cricket and sports enthusiasts are well in time to own Tata Sky 4k STBs to witness the cricketing extravaganza for the first time in 4K picture quality.

     

    The launch plans were unveiled in July last year when Tata Sky showcased the first ever live FIFA World Cup Quarter final match in 4K. Believing in taking innovation and customer needs to newer summits, Tata Sky has always been a step ahead of the industry, with launches such as the HD PVR (Personal Video Recorder), Video-On-Demand (VOD) service, unique interactive services, Everywhere TV, the Karaoke service and now the 4K set top box.

     

  • The campaign focuses on imparting education through television

    TV is good for kids, says Tata Sky in new TVC

    Tata Sky has launched its latest ad campaign ‘Ab Bachchey Seekhein TV se’ (Kids learn with television). The ad is set out to convey the fact that while television is a great entertainment medium, it is equally a good learning aid, helping children gain beyond bookish knowledge.

     

    The campaign is targeted primarily at the parents with children between ages 6 to 12 years, trying to break the myth most Indian parents have on ‘television is only mindless viewing for kids’. One of the three ad films features a young boy stating an interesting fact on how to find out if the eggs are old or new. Similarly the other two ads have two kinder garden aged girls quizzing the audience on facts about ‘rhyming words to orange’ or ‘how to escape a leopard’ that catch you by surprise and leaves you with a smile. All the three ad films deliver the overarching message -Television is good!

     

     

    Vikram Mehra

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “Kids today are smart, not just studious. Give them the right content in an interesting package and see them absorb the knowledge at lightning speed. Over the last few years, Tata Sky’s pioneering efforts in ‘education through television’ with interactive (Actve) services and a bouquet of infotainment channels have been very well received by subscribers, specifically kids. With this campaign we wish to take the message to markets across the country on how fruitful learning through television can be.”

     

     

    Abhijit Avasthi

    Elaborating on the ad campaign, Abhijit Avasthi, National Creative Director, Ogilvy & Mather said, “If you ask any parent they would say that television and education are like chalk and cheese, rather most will insist that television gets in the way of education. But what we found out in research was quite the contrary. Parents are starting to recognize that there is enough wholesome content on television to supplement their kid’s academic learning, more so in smaller cities where there are very few avenues to give kids holistic education, television plays a role to provide that. Our campaign, ‘Kitna kuch seekh saktein hai bacche TV se’ features kids flaunting the interesting pieces of knowledge that they have learnt from the 13 learning channels that Tata Sky has to offer.”

     

  • 4K at 8.3 Megapixels has approximately four times the pixilation as 2K – the current HD standard, thus providing far greater clarity and more vivid colours on screen for viewers

    Tata Sky unveils plans for 4K STB

    By A Correspondent

     

    Tata Sky has announced its plans to launch 4k set top boxes in India by early next year. The launch plans were unveiled last week when Tata Sky showcased the first ever live telecast with 4K technology on Sony Six HD using a 4k STB.

     

    The 2014 FIFA World Cup football match played between France & Germany was telecast on SD, HD and an (4k enabled) UltraHD television from Sony Electronics with live 4k feed of the football match on Sony six HD. 4K at 8.3 Megapixels (3840×2160) has approximately four times the pixilation as 2K (1920×1080) the current HD standard, thus providing far greater clarity and more vivid colours on screen for viewers.

     

    Vikram Mehra, Chief Commercial Officer at Tata Sky explained, “Being the market leader, we are always at the forefront of technology and have worked on delivering world class TV viewing experience. In today’s day and age, following global trends is not enough, we try to leapfrog them. Launch of 4k UHD STBs next year is another example of the same. 4K is the future for our subscribers and we are very happy to bring this preview to India for the first time together with Sony Six, showcasing the world’s biggest sporting festival.”

     

    Prasana Krishnan

    Prasana Krishnan, Executive VP and Business Head Sony Six, said “We are thrilled to associate with Tata Sky and Sony Electronics in demonstrating for the first time in India how 4k feed can completely take sports broadcasting to the next level and there is no better way to do it than with the world biggest sporting extravaganza 2014 FIFA World Cup Brazil on Sony Six. I am confident that this enhanced viewing experience will appeal to our sports loving consumers in India and 4k will mark the beginning of the next generation of high quality broadcasting in the country.”

     

  • The launch of the app coincides with the most awaited football series of the year – FIFA World Cup 2014

    Tata Sky unveils popular app around FIFA WC

    By A Correspondent

     

    DTH player Tata Sky has launched its popular application Everywhere TV on PCs (laptops and desktops) on the eve of FIFA 2014. The Tata Sky ad campaign, announcing the launch of the app coincides with the most awaited football series of the year – FIFA World Cup 2014, which can also be viewed live on Tata Sky Mobile app.

     

    The campaign speaks to at all the football fans in India who don’t have a second TV at home and could end up disturbing their family members by watching FIFA on the common TV in the middle of the night. It shows how football fans can now enjoy their favourite matches on their laptop, anywhere, without disturbing anyone else.

     

    One of the ad films features a husband watching the match on his laptop, sitting in the bathroom to avoid disturbing his wife. Only when he cannot contain his ecstatic appeals on the football match, does the clueless wife get up and locate him. Similarly the other ad film shows a surprised mother coyly walking into her teenage son’s room, when she hears the boy celebrating a ‘Go…go…Goal’ sitting in the cupboard of his room.

     

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “The Everywhere TV service launch has been timed just before the football World Cup, to ensure that home laptop doubles up as the 2nd TV at home, thus allowing youngsters to watch late night football matches on their laptops with headphones without disturbing their entire family.”

     

    Sukesh Nayak, Executive Creative Director, Ogilvy& Mather also commented on the ad campaign, “If one observes a typical football fan we see that he is not the one to hide his excitement, whether it is his happiness at a goal scored or his anger against a wrong move. Taking this insight we created messaging for Tata Sky Mobile App that lets you watch the live telecast of FIFA World Cup on laptop and other devices. The message was very simple; you could hide and see football but your excitement will still give you away.”