"Perception of premium is expensive; Tata Sky seeks to change it"

Tata Sky is focussing on innovation, value added services & customer service to be competitive in a post-digitised world, says its CMO Vikram Mehra

e4m by Abid Hasan
Updated: Mar 13, 2013 6:58 PM
"Perception of premium is expensive; Tata Sky seeks to change it"

In a bid to hit further engage its subscribers, Tata Sky has introduced its video on demand service, Do it Yourself (DIY). The service will feature an assortment of over 600 videos across multiple genres such as music, health, hobbies, cooking and so on that the audience can learn by themselves.

Talking about this initiative, Vikram Mehra, Chief Marketing Officer, Tata Sky said, “Based on consumer research, one key insight that strongly came out was that given the busy lives that most people lead nowadays, there is not enough time for them to pursue any personal interests and hobbies. Using our pioneering technology, we decided to introduce the VoD-DIY service to meet this consumer need.”

The campaign ‘Puchne mein kya jata hai’ is already on air, and to further increase its reach, the DTH player is now running this campaign in DAS-certified 38 cities. The idea is to make the consumer understand about the value of Tata Sky.

“The idea is to ensure that people understand that we are an economical choice. We are trying to change the perception of the people that premium is expensive,” Mehra added.

The DTH service provider is not only focusing on satellite television, but also on value added services as well as customer service.

On using digital advertising, Mehra said, “Digital is a form where we advertise on in a big way. It gives us the opportunity to interact with the younger crowd and also helps us to demonstrate our product very effectively. It has been quite fruitful for us.”

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