In the coming days, we might get to see another player in the content aggregator application league as the Direct to Home (DTH) service provider, Tata Sky has announced its entry into this segment with the launch of a new app. Tata Sky would soon be launching its Binge service which would bring a vast library of content from different distributors and content providers onto a single app for aggregation. These OTT (Over the top) players will thus be able to provide another window for their content using the Tata Sky Binge service.
Tata Sky Binge OTT Aggregator App
This new application will be based on a subscription-based model and will be available for use starting at Rs 249 per month. The platform will stream content from various partners like Hotstar, Hungama Play, SunNxt and also the VOD (Video on Demand) library of Tata Sky where viewers will be able to watch missed episodes of their favourite TV show. This new service is being extended to the existing customers of Tata Sky who have an active subscription with the DTH provider, and the charges of the service will be debited directly from the subscriber’s Tata Sky account.
The DTH service provider, Tata Sky has also partnered up with Amazon and will offer its services via the Amazon Fire TV device, with one device being allotted to a single Subscriber ID. However, since the device will belong to the company, it will be sent to the subscribers on an entrustment basis, and the users will have to return it upon termination of subscription. There is also going to be a service commitment of one year with the device.
Also, users will have to ensure that they compulsorily have an Amazon.in ID for the service to be completed. In case, subscribers don’t have one, then they will be asked to create a new account on Amazon.in which will be linked to the device.
Currently, Tata Sky has a mobile TV app which offers seamless content on the go for its subscribers. This application offers 400+ Live TV channels in addition to the TV shows and movies on demand ranging from across 3500+ titles.
OTT Market in India on a Rise
Not only this, according to a BCG report published last month, the country’s over-the-top (OTT) market is expected to touch the massive figures of USD 5 billion by 2023. The primary factors behind this are going to be the rising affluence, increasing data penetration in rural markets and the adoption of internet across demographic segments like women and older generations. The report has also highlighted that the 43% of the OTT market will be captured by advertising-based video on demand, while subscription video on demand and transactional video on demand will make up for 32%, another 25% will be dominated by the international market.
Tata Sky Providing Up to 44% Discount to Subscribers
In a related development, Tata Sky has also extended its Diwali festive offer for the customers. The DTH provider is shipping a discount of up to 44% on its select plans using which customers will be able to save upwards of Rs 2,000 in subscription costs. A semi-annual pack from Tata Sky which is usually available for Rs 5,350 will be up for 44% discount thus making its effective price Rs 2,999. The second monthly plan by Tata Sky which is shipping with 42% discount will be available for Rs 1,690 down from its original rental of Rs 2,935.