Tata Sky has now opened the doors of its interactive platform (Actve Services) for advertisers to reach out to their relevant audience. Brands can now effectively reach out to segmented targets such as women & children based on their product & services.
Popularity of Tata Sky’s Actve Services have grown four-folds over the years as they were developed to cater to specific audience with specific services; such as Actve Fun Learn (for kids aging 1-10yrs), Actve English (for women and schooling children), Actve Cooking (for food lovers), Actve Vedic Maths (for quick and competitive techniques in exams) and Actve Music (for Hindi & English music lovers) being some of the popular ones. Companies can now run commercials or integrate brand communication in programs running on these platforms.
Tata Sky today has a presence in 36,000 towns with over 11.5 million connections. Out of which over 2 million are subscribers of Actve services. Actve Cooking and Actve English have been some of the popular choices in over 85% of all households, more so in tier II and smaller towns of India. Tata Sky also has case studies where underprivileged women have successfully used Actve English to learn and match up with the current times.
Vikram Mehra, Chief Commercial Officer, Tata Sky, said, “Reaching out to the audience based on research & preferences have helped our Actve services become a huge success in India. Being a paid platform, there is a high level of interaction with repeat viewers every day consuming content that they desire and expect. The infomercials hence integrated aptly with the Actve channels have resulted in a positive impact on our subscribers.”
An advertising platform to reach out to the relevant audience in a niche and filtered format has been non-existent on a DTH platform in the past. This avenue of selective communication can now similarly be scaled to children, men, women, house-wives and senior citizens with the help of various Tata Sky Actve services has seen a growth in acceptance and penetration across the country over . Currently, brands also run ad films on Channel 100, the Tata Sky channel that has been popular amongst advertisers and media planners.
Actve Cooking showcases over 200 recipes every month which can be made easily with ingredients available at home. It includes recipes of master chefs like Tarla Dala, Harpal Singh Sokhi, Nilesh Limye, Jiggs Kalra covering recipes ranging fr0m International & desi recipes, traditional festive to restaurant-like food