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Tata Sky scouts for creative agency for its personal video recorder

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Tata Sky scouts for creative agency for its personal video recorder

DTH service provider Tata Sky, which had recently unveiled its new product – personal video recorders (PVR) – that it plans to launch later this year, is now looking for a creative agency to handle the product launch. However, Rediffusion DYR will continue to be the main agency for the umbrella brand Tata Sky.

Confirming the news, Vikram Mehra, Chief Marketing Officer, Tata Sky, explained, “We will be launching a high-end personal video recorder (PVR) this year. The PVR device will help subscribers pause live television, record multiple programs, and enjoy video-on-demand. Thus, for this particular launch and its communication, we have invited a few creative agencies who will share their ideas for ‘PVR’. Rediffusion DYR remains to be our main agency for the umbrella brand. However, we are still in the process of slecting an agency and it is too early to give any further comments.”

The device has already been launched by Tata Sky’s parent company, News Corp, in the UK, Italy, and Australia.

Recently, the DTH service provider had roped in actor Aamir Khan as its brand ambassador. Khan will feature across all Tata Sky brand and product communications, including advertisements on TV, print, outdoor, radio and other media platforms.

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 a price warfare.


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