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Life Jhingalala In Lockdown- Aditi Chanda( PGDM Student at IMIS)

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The direct to home operator. Tata Sky came up with different shows for all types of viewer segment so as to reach out the entire population on the ground of their service (shows), their pricing, their language preference and their reach to the end customers. They have worked upon different marketing mix front to stay relevant at this time of Covid-19 pandemic. When the entire nation went into a lockdown the best way to stay calm and entertain oneself was the telecommunication.

At this point of time Tata Sky came up with variety of shows to entertain the mass and build its presence amongst all. Tata Sky partnered with Shemaroo entertainment to offer crime, thriller, & horror content. They not only came up with show like Ahaat, Karamchand, Gangster etc. but also targeted other mass of viewers who are interested in popular Hindi stories from magazines “Manohar Kahaniyan”. These stories were based on true events. They made these services available in Tata Sky app too. For the convenience of viewers the timing of shows were aired respectively.

In order, to reach out all the segment of viewers Tata Sky came up with new content that will be fruitful and engage their customers to learn and do some thing new in the safety of their homes during this period. Tata Sky Fun Learn, Smart Manager, English Learning, Vedic Math’s, Cooking, Classroom, Dance Studio, Beauty, Javed Akhtar and Fitness were some of the initiatives by them to get hold of their customers.

Not only with their services but also with their pricing strategy they were able to get into maximum houses. Some of their strategies were:-

1.   Tata Sky subscriber can tune into 144 to catch this services and can avail the service at Rs.2 through the Tata Sky mobile app or login into tatasky.com

2.     Viewers can also send WhatsApp @ 18002086633 by typing “AK” for info.

3.  For the non-tech-savvy viewers, Tata Sky came up with credit system to encourage them during lockdown and make service available.

4.  10 of Tata Sky interactive content services have been made free for consumer to remain engaged during lockdown. Tata Sky came up with different strategies to target viewers all over India geographically. They are:-

1.    Tata Sky fitness available in Hindi ,English, Tamil allowance subscribers to get fit with celebrity fitness expert and offer daily slot dedicated to woman fitness, for senior citizens, nutrition advice etc.

2.  They promoted their initiatives by shooting directly with local people of different cities like Kolkata, Mumbai, Delhi, Lucknow, Chennai, Gurgaon, Jodhpur.

 

In order, to spread the initiatives of Tata Sky, along with TVC it celebrated the spirit of “stay home stay jhingalala”.

They came up with creative idea “chalo ghar baithe baithe kuch naya sikhe”.

They also stream their show on amazon prime video, Netflix, Hotster, Eros now and Hungama.

In my views Tata Sky is doing right by offering a huge range of services. It has come up with different shows for all segments including kids, women, youth, senior citizen along with their geographical demographics. The prices are also set keeping in view the tech savvy and non tech savvy people. At this time of pandemic it came up with OTT services to reach all population.

Tata Sky will earn huge amount from their tech subscribers but may face difficulties in receiving payment with the credit system facility. Many subscribers might do fraud or not pay the amount and switch over. Therefore, Tata Sky should look at this concern.

 

 

 


Comments

  1. Click and Blink with Girija18 July 2020 at 17:31

    Really nice

    ReplyDelete
  2. Unknown18 July 2020 at 18:06

    Nice

    ReplyDelete
  3. Harsh Kumar Goyal18 July 2020 at 18:33

    Well written

    ReplyDelete
  4. Harsh Kumar Goyal18 July 2020 at 18:33

    Informative content

    ReplyDelete
  5. Ayusee18 July 2020 at 20:02

    Very informative content... Keep up with such articles..

    ReplyDelete
  6. Ayusee18 July 2020 at 20:02

    Very informative content... Keep up with such articles..

    ReplyDelete
  7. Sidd_ Chanda18 July 2020 at 20:18

    Proud to be a TataSky subscriber from a decade. The best part is that the Tatasky has made it's services easy to use for it's non-tech savvy viewers by coming up with credit system

    ReplyDelete
    Replies
    1. Aditi Chanda18 July 2020 at 22:22

      Tata Sky has come up with all facilities that one could think to provide it's subscribers

      Delete
  8. Unknown18 July 2020 at 21:00

    Such an informative content it is ..keep growing

    ReplyDelete
  9. Swaraj Kumar Subudhi18 July 2020 at 21:17

    You forgot to mention, Tata Sky made you write an article😛

    ReplyDelete
  10. INDIA'S STRATEGY18 July 2020 at 22:41

    Contained r so good..

    ReplyDelete
  11. Power of Vission19 July 2020 at 00:18

    Feeling proud to post your article in our blog you are fabulous didi as always please keep supporting us like this way you are a legend

    ReplyDelete
  12. Unknown23 July 2020 at 01:25

    Nicely done...all the best

    ReplyDelete

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