The Hindu Business Line : Tata Sky enters kitchens too

Ahmedabad, Sept. 19 After launching a campaign in 2,500 schools across India to woo children to its interactive educational programmes, DTH operator Tata Sky has launched an interactive cooking programme nationally.

Home-makers, particularly housewives, can now press a button on their Tata Sky remote control to find out the latest on the DTH menu. The service provider will dish out four how-to-cook recipes every day on demand.

The recipes will include snacks and continental dishes, Mr Vikram Mehra, Chief Marketing Officer, told Business Line.

With the recent inclusion of channels such as Mee Marathi, UTV’s Bindas and NDTV’s Good Times, the total number of channels beamed by Tata Sky has reached 140, he added.

For cricket lovers, the DTH provider has roped in cricketer Mahendra Singh Dhoni. Using a Tata Sky connection, the fans can now interact with Dhoni and get his autographed bat.

Eyeing interactive advertising as a new source of revenue, Tata Sky is making its platform available to insurance companies, mutual funds, car-makers and mobile phone service providers.

The customer would only have to press the active button to know the details of the offers being made by these companies. “Marketers targeting attention-span of people beyond the 30-second commercial can make their advertising content available through information brochures on our platform,” Mr Mehta said.

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