Tata Sky has reduced the Set-Top Box price for Multi TV customers now. As per the latest information available, Tata Sky will now provide a new HD Set-Top Box for Multi TV connections at just Rs 999. To recall, the DTH operator used to charge Rs 1,199 from the customers for a new HD STB, but now, the same charges have been reduced by Rs 200 to make it Rs 999. Currently, a new Tata Sky HD Set-Top Box costs Rs 1,499, whereas an SD box costs Rs 1,399. Tata Sky introduced Diwali offer a couple of months ago as part of which it shipped SD and HD STBs at Rs 1,099 and Rs 1,199, respectively. Oddly, the SD Set-Top Box costs Rs 1,199 for Multi TV users. It's clear that Tata Sky is looking to push HD STBs for Multi TV customers by offering them at lower prices.
Tata Sky Offering New HD Set-Top Box at Rs 999 for Multi TV Users
As part of the company's Multi TV policy, every Tata Sky customer can take up to three Multi TV connections which makes a total of four connections, including the primary one. For the primary connection, the standard Set-Top Box charges of Rs 1,399 for SD box and Rs 1,499 for HD box will be applicable. But users can avail discounts on secondary connection Set-Top Boxes.
Tata Sky will charge Rs 999 from the users for a secondary HD Multi TV Set-Top Box, whereas an SD Set-Top Box can be availed for Rs 1,199. It's weird to see Tata Sky charging more for an SD connection that SD connection, but it also shows the company's intentions of acquiring more HD users.
The current leading DTH operator is also providing two more Set-Top Boxes to the users- HD 4K and PVR. For Multi TV users, the Set-Top Box charges would be Rs 5,990 and Rs 8,900, respectively, same as the primary Set-Top Box prices. Tata Sky also says the "cost mentioned above is a one time payment towards the box & installation."
Tata Sky Loses the Battle With its Costly Multi TV Policy
Tata Sky heavily benefitted with the new Trai tariff regime which became effective earlier this year. While other DTH operators in the country struggled to implement the rules which were part of the new regime, Tata Sky implemented them with ease and also provided the best customer support back then. The migration process was also hassle-free on Tata Sky compared to other operators in the country. This is the reason why Tata Sky dethroned Dish TV to become the leading DTH operator in India in Q2 2019.
Tata Sky has several advantages over its rivals, but the company lags behind in the Multi TV section. Trai said that the DTH operators have the full freedom to charge discounted NCF (Network Capacity Fee) from the users for Multi TV connections, however, Tata Sky had other plans.
Airtel Digital TV, Dish TV and D2h are charging discounted NCF from the Multi TV users, but Tata Sky is charging full NCF of Rs 153 for every secondary connection. Tata Sky never revealed the total number of Multi TV users it's having right now, but we're expecting it to be below the competitors.