The intended target group is Tata Sky users in SEC

A & B service class person in the metros in the age

group of 25 – 45 years. While the intended

consumer is both male & female. Now a days, both

are working and not have time to see their favorite

channels and serials due to meeting and stuck in

traffic.

People’s schedule are so hectic and are always travelling,

waiting for a meeting or stuck somewhere, use their

smartphones to pass the time. First they play games and

then they go to video streaming portals. But they often

complain that discovery of their favorite content is not that

easy on these portals. TATA

Sky wanted to present a platform where consumers could

see their favorite TV channel without the hassle of

searching extensively.

TATA Sky has launched its new mobile app in which it is possible

to watch live TV channels while on the move. The service entitles

a subscriber to access 54 channels with a monthly payment of Rs

60.

Three W's principle-’whichever, whenever, wherever’

The first W stands for 'whichever' and to address that, the DTH

platform has all major channels available on a la carte basis so

that consumers can take whichever channels they want.

The second W signifies 'whenever' and to address that Tata Sky

has a service where people can record their favorite shows

even through a mobile app and watch it whenever they get time.

The final W stands for 'wherever' and the new app addresses

that. Now everyone can see their favorite show wherever they

are.

The service entitles a subscriber to access 54 channels with a

monthly payment of Rs 60.

Besides live channels, the app also allows consumers to watch

previous five days' episodes of shows.

This app could be availed by downloading Tata Sky's mobile

app from the Apple and Android stores.

“Everywhere TV” will be accessible on 3G and broadband

services.

In the recent past, DTH operators as well as broadcasters have

been launching their own mobile app services aiming to reach

out to an added user base that consumes content on the

mobile phone.

Earlier this month, Zee Group's Dish TV had launched a similar

service called Dish Online for Android and iOS. Dish Online

subscribers can enjoy TV in four forms - live TV, movies, TV

shows and videos. The app is available on two Dish Online

packs - the Jumbo Pack priced at Rs 129 and the Starter pack

priced at Rs 49.

Besides this, major broadcasters like Sony and STAR India have

also launched their mobile app services to present their

content on the mobile platform.

Recently, MSM's SonyLIV.com had launched a big noise

multi-media campaign, inspired by the well-established

truth that modern life is all about the little escapes.

Meanwhile, STAR Player from Star India offers content from

all shows on the STAR Network channels including Star Plus

and Life OK. Also, STAR India's key channel sites like

Starplus.in, ChannelV.in and LifeOK.com redirect users to

STAR Player to consume content.

There are other online players too, like Zee Group's Ditto

TV, Times Internet's Box TV and Digivive's NexGTV which

offer TV content on mobile phones and every player in the

market is pushing hard to get a share of the mobile

consumer pie.

The primary challenge that a product is the popularity of the

concept. The focus is on making the consumer realize that the

mobile phone is a more powerful device than the TV. This

device gives the consumers one more chance to stay closer to

the TV content. The challenge currently is to get this message

across among the consumers.

Besides, even if people like to watch TV when 'on the move', in

the present scenario, it won't be affordable given the current

3G tariff, and people opting to use it on their home Wi-Fi

networks doesn't really serve the purpose of mobility.

However, since India comprises mainly of single-TV households,

people might use the app as an extended TV in the home Wi-Fi

networks to watch their favorite programs. ‘Everywhere TV’

allows users to connect two mobile devises with one DTH

connection.

Besides, public Wi-Fi zones like major airports, railway stations, coffee outlets and luxury hotels might also become major spots where mobile TV services can be accessed in India.

For India's mobile TV market, however, cost of services remains the biggest challenge. Nearly 96 per cent of the country's mobile sector comprises prepaid subscribers who are primarily low-average revenue users and mobile TV services are likely to be adopted by high-end post-paid consumers.

However, such services give consumers more power so they decide the type of content they want to watch and how they want to watch it. This, coupled with the fact that users do not need to subscribe to a separate service, represents an attractive proposition. Such services have proven popular in Japan where mobile TV is free-to-air, and in South Korea where operators offer a mix of pay and free-to-air TV services.

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