Tata Sky Ltd, the 80:20 joint venture between Tata and STAR network, on Tuesday launched its much-delayed direct-to-home service across 300 cities in India. It is offering its service at an introductory price of Rs 200.
Tata Sky will offer subscribers channels from STAR, Sony, Discovery, Disney, MTV, NDTV, ESPN-STAR Sports, National Geographic, Eenadu, TV Today, and Asianet, among others. Tata Sky is offering its set top boxes for Rs 2,999 plus Rs 1,000 as installation cost.
Vikram Kaushik, Managing Director and CEO, Tata Sky, said, “By bringing satellite television directly into Indian homes, Tata Sky is set to change the way viewers watch television – with pristine quality, choice, convenience and control at their fingertips, delivered at a competitive price. We are confident that offering a television service that is second to none, while providing top-of-the-line convenient and efficient customer service to our subscribers throughout every contact point, including sales, service and billing, will set us apart from the competition. We look forward to bringing the magic of Tata Sky to television viewers throughout the country.”
“Though we are launching the service in 300 cities, we are targeting to cover the whole country within three months’ time,” said Vikram Mehta, Head, Consumer Marketing, Tata Sky.
Tata Sky has set up a pan-India distribution network of popular consumer electronic stores and mobile phone outlets for retailing its hardware and prepaid recharge vouchers. The company has also tied up with LG, ITC International Business Division and Indian Oil Corporation as part of its distribution drive.
Tata Sky will be responsible for installing and servicing the hardware at every subscriber’s home. The company has engaged a field force of nearly 3,000 people, who will be complemented by a 24x7 call centre.