Business Daily from THE HINDU group of publications
Wednesday, Sep 10, 2008
ePaper | Mobile/PDA Version | Audio
Business Daily from THE HINDU group of publications Wednesday, Sep 10, 2008 ePaper | Mobile/PDA Version | Audio |
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Marketing
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Promotions & Offers Industry & Economy - Radio/TV Tata Sky targets new subscribers with Rs 99 pack 
Mr Vikram Mehra Our Bureau New Delhi, Sept. 9 In search of newer audiences in smaller towns, DTH operator Tata Sky is introducing a new Rs 99 package — Super Hit Pack. The company said it is a “genuine” pack, a rupee cheaper from other such introductory packs.“After our Hindi EPG guide, we’d like to break through the Rs 100 barrier with a genuine package, which includes general entertainment channels, Set Max which airs IPL (Indian Premier League), children’s programming and news —the complete package. The channels together account for 42-48 per cent of channel share in the North Indian markets,” said Mr Vikram Mehra, Chief Marketing Officer. In comparison, similar packages in the market comprise only free- to-air channels, which according to Mr Mehra, don’t add up to even 10 per cent of channel share. The package also offers the interactive services of the DTH company. Tata Sky is also expected to start marketing its Personal Video Recorder, offering consumers “appointment viewing” – or the option of recording television programmes. The company continues to be in an aggressive mode. Competition has intensified with the launch of Reliance ADAG’s BIG TV, and Tata Sky is investing on all fronts. Since the hiccup in June when a change in package took consumers by surprise and the resulting calls to the call centre took the company aback, it claims to have strengthened consumer service support. “We are also guiding our consumers to our Web site. And currently 20 per cent of our payments are done through the Web site, which is also an indication of the quality of consumer, or SEC A audience that we cater to,” said Mr Mehra. The company claims that the Aamir Khan endorsement has worked extremely well for it. Mr Mehra did not comment on what Khan’s endorsement is worth, but says the actor, who promotes only a handful of brands at a time, brings a huge value to the brand. A new promo for the current package is to go on air soon. For Rs 99, the consumer can watch Star Plus, Sony Entertainment, SABe TV, Star One, SET Max, Star Gold, Star News, India TV, Disney, Hungama TV and DD Sports amongst others. Tata Sky has also announced a festive offer for all new subscribers this season, open till end October. A new connection inclusive of hardware, installation charges and a year’s subscription of ‘Super Hit Pack’ will be available for Rs 2,999. A bargain is available for a higher end package as well for new consumers who would like to pick their packages comprising predominantly South Indian regional language channels. Interactive platform gets good response, says Tata Sky official Tata Sky signs Aamir as brand ambassador Tata Sky restores ESPN’s channels to basic package More Stories on : Promotions & Offers | Radio/TV
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