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Tata Sky assigns creative duties of its personal video recorder to O&M

29-August-2008
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Tata Sky assigns creative duties of its personal video recorder to O&M

Tata Sky has awarded the creative duties of its soon-to-be-launched personal video recorder (PVR) to O&M. The win comes following a multi-agency pitch. Industry sources have pegged the account size well upwards Rs 10 crore. Meanwhile, Rediffusion DYR continues to handle the creative duties of the mother brand ‘Tata Sky’. Maxus is the media agency for the new product as well.

The other agencies that had taken part in the pitch included Contract, Rediffusion DYR and McCann Erickson.

Vikram Mehra, Chief Marketing Officer, Tata Sky, has confirmed the development and added that O&M would handle specifically the business for the new product ‘PVR’ that would be launched later this year.

The PVR device will help subscribers pause live television, record multiple programmes, and enjoy video-on-demand. The device has already been launched by Tata Sky’s parent company News Corp in the UK, Italy, and Australia.

Recently, Tata Sky had roped in actor Aamir Khan as its brand ambassador. The first ad featuring Khan broke on August 25 across major channels. The TVC features Khan in a dual role of a Punjabi couple bickering on their wedding night.

Tata Sky claims to have over two million subscribers in a period of 20 months. Recently, the company had added newly-launched channels to its existing bouquet – 9X, NDTV Imagine, UTV Bindass, and NDTV MetroNation – taking its offering to over 150 channels and services. According to an estimate, Tata Sky is available in almost 5,000 towns.

The DTH space is heating up as players compete with each other in offering a better deal to lure consumers. With Reliance ADAG’s ‘Big TV’ entering the fray on August 19, and Bharti Airtel readying to launch, the DTH market is expected to see price warfare.

Also read:

Tata Sky scouts for creative agency for its personal video recorder

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