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Tata Sky to ‘un-box’ entertainment with new STB; launches digital ad campaign

MUMBAI: On
the
move
video
consumption
is
growing
at
an
aggressive
rate
in
India
thanks
to
the
lightning
fast
penetration
of
smartphones,
tablets
and
other
alternative
screens.
Addressing
the
growth,
direct-
to-
home
(DTH)
operator
Tata
Sky
is set to launch its new upgraded set
top box (STB) – Tata Sky+ Transfer,
which will enable users to transfer
the recorded content onto alternative
screens.
While this service immediately raises
concern of piracy and content
security, Tata Sky has taken care of
that aspect. Tata Sky chief
communications officer Malay Dikshit
says, “The content will be available on
the app and will not be transferred as
a video file, so sharing that file or
uploading it for mass is not possible.
Moreover, the content is self
destructive, the duration of the
content varies from broadcaster to
broadcaster, but after a certain
period the content will get destroyed
automatically.”
All that the new STB needs is a Wi-Fi
connection. All other devices
connected to the same Wi-Fi network
can access the recorded content. Not
only that, consumers don’t need to
lose hefty chunk of their data
(bandwidth) to get the recorded
content transferred on their mobile
devices. The content gets transferred
through the wireless local area
connection to the locally connected
devices. To transfer 30 minutes of
content, the preparation procedure
takes 30 minutes of time. The
resolution is automatically selected
by the app as per the infrastructure
of the device the content is viewed
on. Thirty minutes of content occupies
around 200 MB of storage.
The STB, which is priced at Rs 9300, is
targeted towards metro centric
consumers. Existing Tata Sky
customers, who already posses a PVR
box, can purchase the new STB for Rs
7200.
To generate awareness amongst the
DTH subscribers, Tata Sky in
association with Ogilvy One, will be
orchestrating a digital campaign
called Transferkars. The campaign will
have one main film, which will be
launched on 4 September. Three
teasers will grab consumer attention
until then.
The campaign introduces Tata Sky’s
latest product the Tata Sky+
Transfer, which enables the STB
recording to be available on the
subscribers’ tablets and phones.
This campaign uses Tata Sky’s
trademark style of using hyperboles
and humor to drive home the product
messages in an interesting manner.
The protagonists Transferkars are a
TV addicted family of six, each madly
passionate about their shows. The
campaign is a series of films that will
bring alive the lengths that they go to
carry their favourite TV shows with
them. The commercial portrays Tata
Sky+ Transfer as an innovative
product, which solves these problems
by enabling subscribers to transfer
recorded content on their mobile
devices and view it at their
convenience. Hence, the campaign
concludes with the sign off ‘Record.
Transfer. Carry.’
“We already have around 60,000 views
in an hour and we are expecting to
cross the 100,000 mark today itself.
We want to have 400 million
impressions for this campaign, which
will run for next three months,”
added Dikshit.
Shedding light on the consumer
behaviours that drove this innovative
campaign, he said, “Today, time comes
at a premium. The consumer is
increasingly finding it difficult to be
constrained by fixed timing and
location for viewing even recorded
content. Thus there is demand for
convergence and portability of
content. The rapid increase of Wi-Fi
enabled homes open up new
possibilities and potential for new
offerings. The Tata Sky+ Transfer
box delivers on this sweet spot
allowing subscribers to use their
connected homes to enjoy their space
and identity. Our focused digital-
approach with this new campaign along
with the launch of an interactive
micro-site would surely intrigue
existing and prospective subscribers.”
“It is just the beginning of our
endeavours to un-box entertainment
for our subscribers,” he added.
Talking about the campaign’s
creative, Ogilvy One senior creative
director George Kovoor said, “Tata
Sky has once again set the benchmark
through this unique digital first
campaign. At the heart of the
campaign is a family of obsessive TV
show fans who not only engage the
consumers but also demonstrate the
Transfer product in a simple yet
entertaining story. Fans can follow
this family and their quirks on
YouTube, Facebook, Twitter and
even an interactive microsite.”
Differing on the perception that
digital content has no production cost
and comes free, Kovoor said, “We have
used a lot of resources to bring the
best out of the campaign. A lot has
been spent on the campaign and I hope
the creative piece makes a mark in
the audiences’ mind.”
“The task for us was to create a high
impact campaign centered around
digital devices like smartphones and
tablets, demonstrating clearly and in
in a memorable way how to and in what
situations this product is used,” he
said.
Campaign Credits:
· Creative Agency: Ogilvy & Mather
· Creative Team: OgilvyOne Worldwide
senior creative director George
Kovoor & creative director Anand
Gharat
· Account Management Team:
OgilvyOne Worldwide president Vikram
Menon
· Production House: Corcoise Films
· Director: Bhavesh Kapadia
http://www.indiantelevision.com/dth/dth-operator/tata-sky-to-un-box-entertainment-with-new-stb-launches-digital-ad-campaign-150831




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  1. MUMBAI: Direct-to-home (DTH)
    service provider Tata Sky has
    introduced a new premium set-top box
    (STB) called Tata Sky+ Transfer,
    targeting the upscale urban
    audiences.
    The new STB will allow subscribers to
    transfer or download recorded
    television content on their handheld
    devices, including mobile phones,
    iPads, tablets, etc. for device-shift
    viewing.
    The Tata Sky+ Transfer STB is
    available for Rs 9,300 for new
    subscribers, while existing subscribers
    with personal video recorder (PVR)
    boxes can upgrade for Rs 7,200.
    Tata Sky chief communications officer
    Malay Dikshit said, “In the developed
    markets, 46 per cent of content
    viewing happen in either time-shift or
    device-shift manner. While the
    catch-up TV is still very small in
    India, there is certainly big
    potential. The time is right to launch
    this new product.”
    When asked about checks on piracy and
    security of recorded content, Dikshit
    said that the company has worked
    with its partners to ensure safety of
    content. “The content will be
    converted in a propriety format, which
    will play only in the Tata Sky app. One
    cannot copy the file from the
    handheld devices and it will be
    destructed after 24 hours,” he
    explained.
    Incidentally, the transfer of content
    from Tata Sky+ Transfer STBs will be
    through Wi-Fi. Only devices connected
    on the same Wi-Fi connection can
    transfer data from the STB. Besides,
    the Wi-Fi transfer will not consume
    any data and will work like sharing on
    a local area network (LAN).
    However, in order to transfer a file
    from the STB to the handheld device,
    a customer will have to wait for the
    actual time of the content because
    the STB will convert the recorded file
    into a transferable file in real time.
    In other words, in order to transfer a
    one-hour show from the STB to a
    mobile device, the STB will take one
    hour first to convert it into the app-
    readable format and then the
    transfer will take place.
    Tata Sky will promote the product on
    digital platforms only. It has launched
    a teaser campaign and will roll out a
    full-length ad film on 4 September to
    promote the product.
    Creative agency Ogilvy & Mather has
    created the campaign for the product.
    In the campaign, the protagonists
    ‘Transferkars’ are a TV-addicted
    family. The campaign is a series of
    films that bring alive the lengths that
    they family members go to carry their
    favourite TV shows with them.
    There will be a digital-only campaign
    as it is a product for people who are
    going to watch content on digital
    devices. The campaign will run for
    three months.
    “Today time comes at a premium, the
    consumer is increasingly finding it
    difficult to be constrained by fixed
    timing and location for viewing even
    recorded content. The rapid increase
    of Wi-Fi-enabled homes opens up new
    possibilities and potential for new
    offerings. The Tata Sky+ Transfer
    box delivers on this sweet spot,
    allowing subscribers to use their
    connected homes to enjoy their space
    and identity. Our focused digital
    approach with this new campaign,
    along with the launch of an
    interactive microsite, would surely
    intrigue existing and prospective
    subscribers,” Dikshit said.
    Ogilvy One senior creative director
    George Kovoor said, “Tata Sky has
    once again set the benchmark through
    this unique digital-first campaign. At
    the heart of the campaign is a family
    of obsessive TV show fans who not
    only engage the consumers, but also
    demonstrate the Transfer product in a
    simple yet entertaining story. Fans
    can follow this family and their quirks
    on YouTube, Facebook, Twitter, and
    even an interactive microsite.”
    http://www.televisionpost.com/dth/tata-sky-launches-premium-stb-to-enable-device-shift-viewing/

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