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Tata Sky aims to reach 4,500 towns in Karnataka

Tata Sky, India’s leading Direct-To-Home
(DTH) service provider aims to reach 4,500
towns in Karnataka, a top executive said on Saturday.

Talking to Deccan Herald, Tata Sky
Chief Sales Officer Saleem Shaikh
said, “Karnataka is one of the
important markets for us. We are
present in 2,500 towns covering over
80 per cent of the population and we
aim to reach 4,500 towns by end of
this fiscal.”
Tata Sky currently has 10,000 dealer
outlets through local shops across
2,500 towns and villages in the state.
The company has a market share of 40
per cent in rural areas and 25 per cent
in urban areas, to add up to an overall
30 per cent in Karnataka.
How difficult is to achieve this
target? Shaikh said, “It is extremely
difficult in penetrating rural market
as we don’t have dealers. We are
identifying people into repair
workshops for fridge and TV, and
giving them training to make them
part of our dealer network.”
He further said the objective of the
company is to ensure that “every pin
code and village should have Tata Sky
dealers”. In urban areas we wish to
have multiple dealers and in rural
areas at least one, he said. Tata Sky
currently has 13 call centres in 13
locations catering to multiple
languages in the country.
The total digitised market size in
India is 120 million as of 2014 with 50
million DTH set top boxes (STB), with
the remaining 70 million STBs installed
by MSOs (Multi System Operators).
DTH as a sector today is growing at an
average of 11-12 per cent while Tata
Sky claims to be the leader as the
fastest growing DTH brand over the
last 2-3 years.
As per the survey, there are 170
million digital households in India, out
of which Tata Sky has a customer base
of 14.5 million with a market share of
19-20 per cent. It has presence in six
lakh villages supported by 2,10,000
dealers in the country. “One in every
three customers opt for DTH in India
is a Tata Sky subscriber,” Shaikh
Tata Sky has roped in Kannada actor
Sudeep to promote My 99 (Nanna 99)
pack which allows customers to get
varied regional channels at a
reasonable cost along with a base
pack of only Rs 99. The company
claimed Nanna 99 powered a jump of
over 40 per cent in subscriber growth
in Karnataka.
Advantage digitisation
The deadline for digitisation of
Phase-III is December this year, with
focus on South India, covering 1,200
towns. “Tata Sky sees big
opportunities in helping the cause of
digitisation in the southern market
and further consolidates the market
position. At present, the service
brings in 95 per cent of channels to
home subscribers,” Shaikh said.
When asked about the competition
coming from Sun TV down south,
Shaikh said, the company’s focus is
more on converting viewers from
analogue to DTH rather than
converting them from Sun TV to Tata
Sky. “The moment we do that,
naturally, the customer comes to us.”
He further said that the company has
stopped looking at competition in DTH
two years back.

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