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Encouraged by the demand for its ‘Active’ channels and ‘Video on Demand’ services from its subscribers, direct-to-home service provider Tata Sky plans to rapidly expand such value-added services in the coming months.
Vikram Mehra, Chief Marketing Officer, Tata Sky, said demand for its ‘Active’ channels is high.
Over 34 per cent of its subscriber base pays for Active channels, that include Music, Learning, Cooking and Active Darshan.
“Our intention is to add as much as possible to our content library, and cash in on the demand,” he said.
Maths, crafts
According to him, the service provider is all set to launch ‘Vedic Maths’ under the Active Learning label in the next few weeks.
“As of now, our Active Learning is, by and large, targeted at children in the 6-12 age group.
With Vedic Maths, we would to like to reach students pursuing higher education,” he said, adding, “and, it is only the beginning, we are exploring various other possibilities.”
Tata Sky also plans to add newer products as part of its DIY (do-it-yourself) catalogue in the next few months.
Tata Sky launched this feature in March this year as part of the video-on-demand service that it offers to its Tata Sky High Definition subscribers.
The service will offer videos that take the viewer through a hands-on learning of a range of hobbies.
Currently, it has over 600 such DIY videos across multiple genres, including music, health, art-work, cooking and yoga. This number will grow to 850 a month from now, “and we have reason to believe that the category will have over 1,500 videos under various genres, by July this year”, he said. Elaborating on this initiative, Mehra said, based on the company’s consumer research, a key insight was that, given the busy lifestyle most people lead these days, there is hardly any time for them to pursue personal interests and hobbies.
Busy lifestyle
“You ask anybody in the age group of 30-50 what they miss in their life, and a majority of them would say they always wanted to learn something or the other, but could not do so for want of time.
“It is this insight that triggered the do-it-yourself service, where we offer various learning videos — from balloon-sculpting and playing a guitar to cooking, from which viewers can learn at a convenient time.”
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