The Hindu Business Line : Tata Sky investing Rs 3,000 cr in expansion

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Ahmedabad March 6 Tata Sky Ltd today announced a special promotional plan, taking advantage of the forthcoming ICC Cricket World Cup and roping in Bollywood star Hrithik Roshan, aiming to reach one million households when it celebrates its first anniversary in August this year.

With a big expansion plan in place, Tata Sky is investing Rs 3,000 crore and has already reached half-a-million households in 4,150 towns and cities across the country , through its 21,000-strong dealer network. Tata Sky's satellite television has also reached many hitherto inaccessible and remote areas such as Siachin. This is a world record in the DTH industry, Mr Vikram Mehra, Head (Consumer Marketing), told Business Line here. The company, an 80:20 joint venture between the Tata Group and STAR, is offering free subscription for three months to those subscribing by April 15. Fifty lucky subscribers from the new and existing members and their families will be flown to Mumbai to watch the ICC Cricket World Cup finals on April 28 with Bollywood superstar Hrithik Roshan, he later told reporters.

He said Tata Sky is currently offering 107 television channels on its platform for a monthly subscription of Rs 300 while the set-top box costs Rs 2,909 and its one-time installation charges are about Rs 1,000. Subscription for a second, third or four TV set in the same household would be given with separate set-top boxes and a monthly payment of Rs 100. Subscription can be paid by buying scratch cards as in a pre-paid mobile telephone.

Mr Mehra pointed out that Actve Wizkids, a teachers-designed interactive program from Tata Sky for children in the age group of three to six years, is the first of its kind in the world and one of the biggest drivers of the company's growth. Tata Sky is also introducing its "Showcase" slot to premier new Bollywood movies officially on TV two months after their release in the theatres. A number of new films are being shown this month, he added.

Tata Sky's Actve Sports viewers would be able to choose their favourite camera angle from which they wish to watch their cricketers. Highlights will also be available on-demand at any time during the match. Apart from this, it offers the viewers the option of listening to commentary in a language of their choice and the convenience of extracting player statistics and ball trajectory at the press of a button.

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