Business Daily from THE HINDU group of publications
Tuesday, Sep 04, 2007
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Business Daily from THE HINDU group of publications Tuesday, Sep 04, 2007 ePaper |
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Marketing
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Promotions & Offers Tata Sky in talks with schools for interactive programmes Virendra Pandit
Ahmedabad, Sept. 3 In a major promotional attempt, the direct-to-home (DTH) television service provider Tata Sky is reaching out to children in 2,000 schools through its interactive programmes and providing free service to schools for using its platform as a teaching aid to pre-school children between three and six years, a senior company official has said. Tata Sky Ltd is awaiting the Government's response to allow it "partial exclusivity" in a few select channels. Following a recent settlement, it is also ready to air all 15 channels from the "Sun" stable shortly to make its bouquet complete in South India as well. It is also set to include more international and regional content depending on their popularity in particular regions, besides launching Personal Video Recording (PVR) service. Currently, Tata Sky is beaming 120 channels. The company has already approached 650 schools as part of the campaign to demonstrate its services to the principals and parents. "If the school principals could encourage the parents to take Tata Sky for their children's TV viewing under parental guidance, we hope to reach out to more people quickly,' Mr Vikram Mehra, Chief Marketing Officer, told Business Line here. Schools using its interactive offering of Actve Wizkid for pre-school kids, which was the world's first TV-based educational service teaching kids through learning games on the DTH platform, as an aid to curriculum to teach English, general knowledge and mathematics, would be provided free Tata Sky connection, he added.
Already, celebrities across India, whose list reads like who's who, is subscribing to Tata Sky, in view of its impeccable service, Mr Mehra said, but declined to name them, adding this would violate "confidentiality". Mr Mehra pointed out that India, with 205 million households, had 110 million TV sets and of these, 71 million had cable connections. Compared to these, India had only 4 million computers. Tata Sky is, therefore, making efforts to provide all possible benefits of a computer through its DTH service to TV sets, such as interactive programming. The service provider, which already has enrolled one million subscribers during the last one year of its existence, is targeting the eight-million mark in the next five years. By 2012, India is expected to have 25-30 million subscribers to the DTH service providers. And both cable operators and DTH providers would survive in the competition as the emerging market is huge. Expands networkIn its first anniversary year, he said, the company has expanded its distribution networks to 4,500 towns and 30,000 dealers across the country. Tata Sky, an 80:20 joint venture between the Tata Group and the Rupert Murdoch-controlled Satellite Transmission in the Asian Region (STAR), is investing a total of Rs 3,000 crore on its project launched in August 2006.
Related Stories: Tata Sky, Sun settle channel sharing row Sun TV told to provide signals to TataSky Tata Sky drops 13 channels from Zee Sharing of signals: Tata Sky files appeal against Sun More Stories on : Promotions & Offers | Radio/TV
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