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Tata Sky introduces Rs 99 pack for 5 Southern states

MUMBAI: In yet another aggressive move following its Rs 8 daily recharge, direct-to-home (DTH) operator Tata Sky has announced a new base pack at just Rs 99 a month for the five south Indian states of Tamil Nadu, Andhra Pradesh, Telangana, Karnataka and Kerala.

These modular packs, called the ‘My pack’ (‘Naa pack’ in Andhra and Telangana, ‘Yenathu pack’ in Tamil Nadu, ‘Nanna pack’ in Karnataka, and ‘Ente pack’ in Kerala), will allow viewers to avail varied regional channels at a reasonable cost.

The pack comprises over 100 channels with various genres including regional, general news, entertainment and movies. Additionally, subscribers can add different language-specific channel packs (Tamil, Telugu, Malayalam, and Kannada) of their choice.

Importantly, the pack will be available to new as well as existing subscribers.

Tata Sky chief communication officer Malay Dikshit commented, “This move will help Tata Sky to tackle analogue users in the region situated within urban and rural areas. Being price- and value-sensitive, subscribers were keen to do away with the other language channels that they didn’t view as a part of their base pack and stick to a bouquet of only their favourite language channels. This pack is the answer for all those subscribers.”

According to the company, given the challenge of digitisation, such customised and mini packs will give the DTH sector a much needed push. This Rs 99 pack will address this need and provide access to more regional content at price points better than cable or analogue services.

Interestingly, rival Dish TV’s second brand, Zing, which is already present in the Andhra Pradesh and Tamil Nadu markets, offers its base free-to-air (FTA) pack at Rs 99 per month. However, the difference from Tata Sky’s pack is that Zing’s ‘Shubharambh pack’ has more channels in the state language.

In simple terms, therefore, Tata Sky has created a pack taking into consideration that South Indian subscribers do not have the same affinity for the Hindi-language channels and they don’t want all the channels that are present in the Rs 240 base pack for the rest of India markets. Thus, taking that insight and competition from Zing and Sun Direct and cable, Tata Sky has trimmed the base pack and slashed its price.

But the biggest difference between Zing and Tata Sky’s ‘My pack’ is that the latter’s pack is same across the five states.

On the new offering from Tata Sky, Dish TV CEO RC Venkateish commented, “I am very happy that they are competing with Zing. In Zing, we already have a separate brand for the value-sensitive subscribers and main brand Dish TV will not downgrade its existing subscribers.”

Tamil Nadu, Andhra Pradesh and Telangana are big Phase III and IV markets, but they are marked with low cable ARPUs.

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