Friday 20 December 2013

Tata Sky attempts to target non-urban India

In non-urban India, Dish TV is the strongest DTH player. In its current campaign, Tata Sky, a brand that is strong in urban India, making an attempt to establish itself as a pan-India player in the truest sense of the term. Its availability in the most remote regions of the country is the message being highlighted. Currently, 50 per cent of Tata Sky’s total subscriber base (11.5 million as of April, 2013) is from rural India (which is outside the top 100 towns).
Being available in all parts of the country is a goal Tata Sky has been working towards for the past three years. The company has been trying to build sales and service infrastructure in these regions, and design better and more relevant applications. Mehra is confident Tata Sky will reach its goal soon. Here’s how: The first step is to strengthen distribution. Then comes after-sales service infrastructure, something the company has created with the help of local dealers and service technicians.

The company has also repackaged some content because rural customers are opting for Hindi content over English. These plans and packages are equally available in urban markets, though. Tata Sky is also trying to provide gaming options (simple ones such as Sudoku) for these customers. The insight is just as simple: unlike urban homes, these kids don’t have smartphones, iPods and computers at their disposal.

Source:
http://cablequest.org/news/dth-news/item/3856-tata-sky-attempts-to-target-non-urban-india.htmlSource: http://cablequest.org/news/dth-news/item/3856-tata-sky-attempts-to-target-non-urban-india.html

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