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Tata Sky looking to push Everywhere TV app during Fifa WC

MUMBAI: Tata Sky is expecting an increase in demand for Tata Sky HD and HD PVR (personal video recorder) set-top boxes during the soccer World Cup period.

The direct-to-home (DTH) service provider is targeting subscriber additions from the North East and South India.

Hoping to gain from the World Cup fever, Tata Sky has launched its mobile app with Everywhere TV for personal computers (laptops and desktops).

Tata Sky MD & CEO Harit NagpalSpeaking to TelevisionPost.com, Tata Sky CEO Harit Nagpal said, “We have now launched the popular Tata Sky mobile application with Everywhere TV for personal computers [laptops and desktops]. Accessible to all Tata Sky subscribers, the Everywhere TV service as of now was available only on smartphones and tablets [iOS and Android devices]. Now Tata Sky subscribers will also be able to watch Fifa World Cup 2014 live and exclusive on Sony Six as part of its Everywhere TV service, at no additional cost. The service launch has been timed just before the football World Cup to ensure that home laptops double up as the second TVs at home, thus allowing the youth to watch late night football matches using their laptops and headphones, without disturbing their entire family.”

In terms of marketing, Tata Sky’s Everywhere TV launch announcement for PCs was supported by a national ad campaign. “Focus markets such as the East and South, where the football frenzy is at its peak, were targeted for print and outdoor campaigns, communicating the importance of viewing sports in HD. We also strengthened our call centres and on-ground force, as we expect an increase in demand for Tata Sky HD and HD PVR (personal video recorder) set-top boxes during this period.”

Asked about subscriber additions that Tata Sky expects on the back of the soccer World Cup, Nagpal noted that sports such as the Fifa World Cup and IPL today have become a national frenzy. “Also, the awareness of HD viewing has multiplied four-fold during these seasons. Hence, a higher percentage of the population is shifting to Tata Sky, as seamless activation and quality viewing are only possible with digital platforms. Specific to the Fifa, we see substantial growth coming from the North East and Southern India, further inching towards digitisation of these regions.”

Talking further about the Everywhere TV service, he noted that this has three sections, namely Live TV (live streaming of their favourite shows), Catch UP TV (watch previous five days’ episodes of favourite shows) and video-on-demand (download or watch through direct streaming over hundreds of videos including movies).

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