Tata Sky has launched Tata Sky+, a new DTH variant, which will offer viewers digital video recorder capability. The product was unveiled by Vikram Kaushik, CEO, Tata Sky and the company’s brand ambassador Aamir Khan.
Tata Sky+ integrates Personal Video Recorder(PVR) technology, that enables the user to control his TV viewing options, which means that viewers can now pause, rewind or record live TV for up to 45 hours. Users can also record a programme on a particular channel, while they are viewing another one.
Speaking about the launch of Tata Sky+ Vikram Mehra, CMO, Tata Sky+ said, “Tata Sky has revolutionized the TV viewing experience in India by spearheading the introduction of innovative interactive services covering cooking, 24x7 Darshan, matrimonial classifieds, learning games and the introduction of its unique bi-lingual programming guide. This time we chose to capitalize on our partnership with Sky, the global leader in DTH technology to bring another first to India, the PVR.”
Tata Sky+ is priced at a premium at Rs 8,999 for new users, with discounted package deals available for existing Tata Sky subscribers. Tata Sky+ will be launched in about 12 major cities throughout the country in the first phase, with plans to penetrate Tier II cities in the second phase.
Speaking about Tata Sky+, Khan said, “Tata Sky has revolutionized TV entertainment in India and I am happy to be a part of something that is at the frontier of change. With the launch of Tata Sky+, they have once again reiterated their commitment to deliver nothing short of the best”.
The creative duties for Tata Sky+ will be handled by O&M, while Rediffusion Y&R will continue to handle the Tata Sky account. A campaign will soon be launched to announce the new offering.