Business Daily from THE HINDU group of publications
Tuesday, Jan 22, 2008
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Tuesday, Jan 22, 2008 ePaper | Mobile/PDA Version |
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Marketing
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Strategy Corporate - Outlook Variety - Radio/TV Tata Sky bets big on interactive services L.N. Revathy Coimbatore, Jan. 21 Direct-to-Home satellite service provider Tata Sky has launched a number of innovative and interactive services, targeting every age group. Its Chief Marketing Officer, Mr Vikram Mehra, told Business Line: “we have proved that the television is no longer an idiot box but a wholesome family entertainer with interactive services for everyone. We have made TV an active medium rather than a passive one.” The suite of interactive services include education for kids and school-going children in the 7 to 11 age group, gaming, quiz, astrology, cookery and lots more. Elaborating on some of the interactive services offered by the company, he said “we have introduced some services for children such as Actve Stories, Actve Learning and Actve Wizkids. These have received phenomenal response.’ Actve Stories is a story-based service where children can read the stories such as Birbal and Panchatantra at their own pace (in English and Hindi) and stories are changed everyday. For Actve Learning, an education-based service targeted at kids in the 7 – 11 age bracket, Tata Sky has tied up with 24x7 Guru.com for content and application. ActveWizkids has been in the market for almost a year now. The service is aimed at supplementing a child’s classroom education through educational games. Top three schools in the country have installed this in their schools, Mr Mehra said, but declined to divulge the names of the institutions where it has been installed. “In the education space, such services are proving to be successful. We have a 60-member research team in Bangalore working on all these tools,” he said. For the astrology service, Tata Sky has partnered with Ganesha Speaks and for the cooking service with NDTV. More Stories on : Strategy | Outlook | Radio/TV
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