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Tata Sky targets 16 interactive services by March 2016

Direct-to-home operator TataSky is
betting big on interactive services to
expand its offering as it has plans to
have 16 such channels on its platform
by the end of this fiscal.

TataSky, which has recently
introduced ‘Transfer’ service for its
customers allowing them to watch its
recorded feed on handheld devices will
add one new interactive service every
month till March 2016.

“That is the focus area for us… Now,
we are shifting to newer audience,
both in cities and rural areas. We need
to add more services relevant to those
customers,” TataSky CEO Harit Nagpal
told PTI.

The company had last week added a
new interactive service — Actve
Fitness — which allows a viewer to
feed details and get suggestions on

“This is just an indicator of the kind
of new interactive service that one is
likely to see from us. There will be a
series like this. Apart from fitness,
we are building content on many other
subjects. That’s the focus of this
year. Almost every month, one new
service will come,” he said.

TataSky is running 10 interactive
services on subjects ranging from
cooking to English, Fun Learn to Javed
Akhtar and Smart Manager to Vedic

Moreover, TataSky, which has over 10
million active subscribers, is also
witnessing fast growth from non-
urban regions.

“Currently, 60 per cent of our
subscribers are from the city and 40
per cent out of the city. But for new
customers, this is reversed. Now, 60
per cent of new customers are from
out of city and 40 per cent from city,”
he said.

On 4K resolution channels, Nagpal said
it will increase in coming years as its
availability would grow.

“4K is exactly at a stage at which HD
channels were five years before when
we had started. We had 20,000
customers and now, we have in
millions and 50 HD channels,” Nagpal

TataSky has a limited number of 4K
subscribers at present, but he said
now more and more 4K TV sets are
coming and prices are on the way

Besides, TataSky, which has shifted
to MPEG4 format from MPEG2 by
investing around Rs 800 crore, added
80 new channels on its platform in the
past five months by upgrading
compression technology.

“Since May to now, we added close to
80 channels on our platform and now
we are carrying 400 plus channels,”
said Nagpal.

On plans to go for co-production of
set-top-boxes, he said: “We are
considering that. We are waiting for
vendors. My only concern is quality as
we take a few years to bring down the
failure rate.



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  1. MUMBAI: It was earlier this month that
    Tata Sky launched its Actve Fitness
    service at the hands of Bollywood super
    star Salman Khan. Targeted at health
    enthusiasts, it provides fitness and
    yoga videos produced and curated by Adarsh Gupta’s
    Brilliant TV and actor Suneil Shetty.
    Now India’s leading operator says
    that it is going to launch one new
    interactive service every month
    between now and end FY-2016, to
    take the total to 16. Currently, it
    runs 10 such services ranging from
    cooking to Vedic maths to learning
    English to Urdu poetry renditions
    byJaved Akhtar.
    Speaking to news agency PTI, Tata
    Sky CEO Harit Nagpal said that
    interactive services is a “focus area”
    for the DTH operator. “Now we are
    shifting to newer audiences, both in
    cities and rural areas. We need to add
    more services relevant to these
    The content of these new services will
    be relevant to its subscribers, said
    Tata Sky has around 10 million active
    subscribers and has earned the
    reputation as being amongst the
    innovative DTH players in India. The
    interactive offerings are priced
    anywhere between Rs 0.75 per day to
    Rs 7 a day, depending on the period
    and the type of service that the
    customer subscribes.

  2. Today’s Amar Ujala news paper

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