Tata Sky plans to bring more interactive channels

Tata Sky Limited, the DTH joint venture between the Tata Group and Star, will introduce more interactive services on its platform.

To make Direct-to-Home (DTH) television service more popular and acceptable, the company has already launched eight interactive channels, which include education, games, cooking, quizzes, astrology and sports.

Vikram Mehra, Chief marketing officer, Tata Sky, said the company has crossed a subscription base of 1 million within a year of its launch. “We hope to increase the subscription to 1.5 million by this December-end. Going by the present growth rate of the industry, we are confident that our subscription base will cross the 8million mark by 2012.”

“We are offering a bouquet of 140 channels to our customers. It has been our constant endeavour to make television viewing a wholesome experience for the entire family. Our aim is to convert the television viewing habit and make the medium more interactive for the entire family,” Mehra said.

Mehra said the company would introduce more educational interactive programmes. It will launch educational programmes for students over 12 years of age and develop additional channels for kids. Presently, the company is offering interactive services free of cost. He said the company would charge a nominal fee for select services in future.

Tata Sky is also planning to introduce ‘movie-on-demand’ in the South Indian languages. On the arrival of the new players like Sun Network, Reliance and Bharti in the DTH space, Mehra said, the present cable market is estimated at 70-75 million and the market is large enough to accommodate more players.

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