| Tata, Star Launch DTH Service -
August 16th, 2006
The Tata Group, in an 80:20 partnership with Star Network, has launched Direct-to-Home (DTH) satellite television service across 300 cities in the country at an investment of almost Rs 2,500 crore.
Operational August 8 onwards, the DTH service named "Tata Sky" will be available simultaneously in all these cities to subscribers, and will initially offer 55 channels including Star, Sony, ESPN, Disney, National Geographic, NDTV, Asianet, and TV Today. However, the Zee group of channels will be absent from the Tata Sky service.
Tata Sky is the third DTH venture in the country, the other two players being Zee Group's Dish TV, and Prasar Bharti's DD Direct.
Tata Sky will initially offer 55 channels for Rs 200. The one-time installation and activation charges are Rs 3,999. In comparison, Dish TV that includes 75 channels, is available to viewers for Rs 180. The installation cost is Rs 3,290, which also includes three months' subscription.
Speaking at the occasion, Vikram Kaushik, managing director and chief executive officer, Tata Sky, said that with installation charges at a special introductory price of Rs 3,000, and follow-on payment of Rs 200 per month, they are targeting a pan-India presence, with major channels offering a bouquet of sports, news, and entertainment.
Kaushik said that the Tatas are targeting a viewership of one million within the first year of launch.
Moreover, the service can be re-charged through prepaid cards starting at Rs 260, which will be available at consumer electronic stores and mobile phone outlets.
The company has also tied-up with LG, ITC International Business Division, and Indian Oil Corporation, as part of its distribution drive. The distribution process will be backed by Tata's multilingual call centers at Pune, Hyderabad, and Chandigarh, with around 3,000 dedicated field service engineers providing customer service across-the-country.
The service also intends to provide additional benefits to viewers, namely weekly program guides, Activ Khabar, etc.
Source : Techtree
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