Consumption behaviour of TV viewers has not changed post NTO: Anurag Kumar, Tata Sky

The Chief Communications Officer talks to exchange4media about their growth plan and explains how Tata Sky is gradually becoming a sought-after platform for advertisers

e4m by exchange4media Staff
Updated: Aug 21, 2019 5:03 PM  | 4 min read



Content distribution platform Tata Sky recently expanded to the southern region, launching ‘Jinga Jinga Jingalala’ campaign to explain why it is better than a cable TV connection. Chief Communications  Officer Anurag Kumar talks to exchange4media about the idea behind the expansion. He also shares their festive season plan and explains how Tata Sky is gradually becoming a sought-after platform for advertisers and why the fundamental television consumption pattern has not changed post New Tariff Order. 

Kumar started off by sharing how Tata Sky is catering to the south market in a strong way. “The recent expansion and an extremely strong range of regional HD channels across genre have helped us cater to every single market in the south in a very strong way. Along with the services, we have added very relevant curated packs in various combinations. This makes choosing content very easy for customers,” said Kumar. 

In a bid to expand in and consolidate the southern market, Tata Sky recently launched campaigns in Kannada, Tamil, Telugu and Malayalam languages communicating its advantage over a cable TV connection. The campaign titled ‘Jinga Jinga Jingalala’ focused on how easy and convenient it is to choose Tata Sky to fit every budget and content needs. With the campaign, Tata Sky attempts to bust the myth of being expensive by introducing tailor-made packs starting at Rs 199 per month.

The content platform , meanwhile, is also gearing up for the festival season and has taken various marketing initiatives. According to Kumar, the brand has launched an activity around a mobile van. The van will go to rural areas and make potential customers aware of the benefits of a Tata Sky connection. 

Tata Sky also gives advertisers the option to occupy space on the landing channels. Talking about it, Kumar explains, “Luxury car brands are our main advertisers. By advertising on our landing channels, they can reach out to a wider audience. It would be beneficial for the advertisers to use our platform as we are expanding our customer base. Instead of advertising on regular TV channels, they can advertise on Tata Sky which is very relevant & cost-effective and can help them reach their target customers.”

 Discussing their recently launched Tata Sky Binge offer, Kumar said they have received a phenomenal response and a lot of users have enrolled for paid subscription. “We are extremely pleased with the response that we have got for Tata Sky binge offer. In India today, there are so many OTT apps for entertainment consumption, but no one could really aggregate all of them. But on Tata Sky Binge, one gets to consume content from four or five apps that have a huge demand. They are integrated in such a way that it is very cost-effective for a consumer to have them,” explained Kumar.

About their future plans, Kumar said Tata Sky will offer greater amount of linear content to consumers. “Also, we will have curated regional cinema services. India is growing in every direction in terms of consumption, and Tata Sky will provide something to cater to each segment of the audience. We are only going to grow and give best propositions to our consumers whether on Tata Sky Binge, DTH services or mobile app,” he said.

When asked whether television consumption has seen a downward trend owing to emergence of OTTs and other entertainment platforms, Kumar pointed out, “It’s not true. People are watching television and there has been a steady consumption.”

“The brand does see a shift in the consumption behaviour sometimes. For example, if there is a major event like a Cricket World Cup or scrapping of Article 370, a shift in the consumption pattern happens. Though the viwership number changes during mega events, it eventually comes back. The good thing with Tata Sky is that the fundamental consumption behaviour of consumers has not changed post New Tariff Order (NTO). The day-today consumption behaviour has remained the same.”

 Kumar mentioned that the brand did not see any disruption in the backdrop of NTO. “The services provided by Tata Sky have only grown stronger,” he said signing off. 

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