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R. Ravikumar

Chennai, July 23 Exploring other revenue streams, and to consolidate its subscriber base in the pay television market, DTH service provider Tata Sky Ltd is now focussing more on exclusive programmes on its interactive platform.

Tata Sky currently offers 10 services on its interactive platform. These on-demand services include programmes on cooking, education, religion and games.

While content for some services including Active Wizkids, Active Stories, Active Sports are produced in-house, it has tied up with NDTV Good Times for Active Cooking, 24X7guru.com for Active Learning, Ganesha Speaks – Bejan Daruwalla for Active Astrology and now BharatMatrimony.com for Active Matrimony.

According to Mr Vikram Mehra, Chief Marketing Officer, Tata Sky, of all these services, education is very big revenue source.

“Though we receive an excellent response from our subscribers for all these services, Active Learning is the biggest of all, followed by Active Wizkids. We have a number of schools and other educational institutions subscribing for these services,” he said.

While for Tata Sky, the current revenue model for these services is the fee it collects from the subscriber, it is also open to accepting commercials in certain programmes. “For example, we may accept commercials by way of tickers in Active Cooking,” said Mr Mehra, adding, “however, we have cautiously avoided ads in education programmes”.

Besides, the company is now working on expanding the bouquet of services on the interactive platform. It is exploring various options including programmes on spoken English and music.

“At present, we are conducting studies across audience segments and depending on demand we will narrow down on some,” he added.

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Interactive platform gets good response, says Tata Sky official

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