“You not only get the best of OTT applications on a single platform with a single connection and a single subscription, but also a rich and unified interface”
Posted 13.10.21, 21:52
Wait! People haven’t completely cut the cord as Tata Sky continues to thrive. To keep pace with the demands of content consumption, Tata Sky has expanded the Binge universe to include a Binge mobile app, to bring the aggregated content offering on a smaller screen for a mobile and more individual experience for young audiences. . Does it work? Pallavi Puri, Commercial and Content Director, Tata Sky, shares more details.
Since the launch of Tata Sky Binge + in December 2019, has the DTH service managed to get subscribers on board at a higher rate?
Tata Sky continues to be the market leader and according to industry reports we have a healthy market share. Since the launch of Binge, we have seen an encouraging response for both the FireTV Stick – Tata Sky Edition, as well as the Tata Sky Binge + set-top box. While subways are still important to the Binge + decoder, we’ve seen sales in smaller towns as well. The lockdown also prompted people to connect to the internet at home, which has helped tremendously. The Binge + box finds an audience beyond subways and large cities. The FireTV Stick is extremely popular with Tata Sky subscribers because it complements their DTH connection.
For clarity, can the Tata Sky Binge Mobile app be used by those who do not have a Tata Sky connection?
The Tata Sky Binge app is currently only available to Tata Sky subscribers. The biggest benefit of subscribing to the Binge app is a stress-free content viewing experience. You not only get the best of OTT apps on a single platform with a single connection and a single subscription, but also a rich and unified interface that allows users to discover and browse content from premium apps to the request – with research and tailor-made. recommendations, in an easy-to-use way. Content from multiple streaming services is organized into categories such as “New Releases”, “Popular Movies”, “Current Trending”, etc., making content discovery easily accessible on one platform.
What is the way forward for conventional TV channels in India when streaming services target mobile-only customers, especially since the cost of data in India is among the cheapest in the world?
Our research and various industry reports indicate that Indian households will continue to be led by television because the base is quite large. OTT has seen significant growth within its base and that’s an encouraging sign for content aggregators like us. In our opinion, the two mediums will continue to develop independently of each other as India is a diverse country and its demographic structure is very different compared to the rest of the world. For family viewing, people prefer TV, while for personal viewing, they prefer OTT.
Subscribing to the OTT platforms individually made the monthly entertainment bills quite high compared to what we were paying a few years ago ….
We are already seeing a good demand for Tata Sky Binge which comes not only from subways, but also from small towns. This is a testament to the success of aggregate offerings, as Indian audiences continue to enjoy TV dating as a growing segment wants to watch OTT content, and we see that demand accelerate further in the near future. The single sign-on and single payment option makes it easy to discover content, as subscribers can watch the best content without the platform barrier. These benefits will ensure the continued success of the aggregate offerings.
The Tata Sky Binge or Tata Sky Binge + mobile app does not allow access to Netflix. How do you get a customer to subscribe to your service who loves Netflix because of its vast original lineup?
As a content aggregation and distribution platform, our intention is to deliver the best in content to our subscribers. Tata Sky Binge already features content from the best OTT apps available in the country, and we would love to have Netflix on board someday.
Your plans to integrate new players into the Binge service?
We are constantly evolving and improving our offerings to make Tata Sky an enviable destination for all of our subscribers’ content needs. Aligned with the same, we’ll continue to add new engagement propositions to Binge to give viewers the best entertainment they deserve.