The DTH industry has undergone some major ups and downs in the last few months. In this period, a lot of subscribers from cable TV service migrated to DTH platforms, and a lot of subscribers who were already on the DTH platforms switched their DTH operators. This was because the subscribers found better offers, discounts along with better services on the other side. In this race, there was a rearrangement of the subscriber base in the DTH industry. However, post the implementation of the new Trai tariff regime, the DTH industry lost 25% of its subscribers with only 54.26 million subscribers remaining. This also led to a change in the market share of the DTH operators, wherein Tata Sky emerged as the clear winner and as a result, the DTH operator now boasts of having the highest subscriber market share. Tata Sky has now also defeated Dish TV which used to rank on the top in this matter. But, the question is how the DTH operator has managed to achieve this feat, and what are the reasons behind it?
Variety of Channel Packs to the Consumers
To understand why Tata Sky has bagged the top position now, we will have to go back to the times when the Trai tariff regime was newly implemented. During that time, when the new regulatory measures were newly implemented, and all the other DTH operators were caught up in the chaos of migration, Tata Sky was quick to respond to the consumer woes. The result was that the DTH operator came up with many channel packs at a fast pace which covered almost all the genres, language and qualities.
This meant that subscribers hailing from every part of India could find something or the other to their liking in the Tata Sky recommended channel bouquet portfolio. This led to a positive word of mouth between the consumers and especially during the time, while other DTH operators were not unable to churn out new channels packs, this was the edge Tata Sky got, and hence many consumers migrated to the DTH operator.
Better Services for the Consumers
Tata Sky did not increase the number of channel bouquets for its subscribers, but it also focused on the quality it was delivering by ensuring that its subscribers did not go through a lot of hassle to update their channel selection. The DTH operator set up a streamlined way on its website and the self-care app, My Tata Sky app, so that the subscribers could easily select their channels. Also, during these times, the DTH operator had its toll free helpline number open at all times so that the subscribers could reach out for help. This was again during the time while the other DTH operators were providing a cumbersome manner of selecting channels and changing up the channel packs on their subscription. This better service quality was also what led to Tata Sky’s increase in the subscriber market share.
Live TV on Web and Mobile App
Tata Sky resonated with the new-age audience and knew that the crowd was more interested in consuming content online rather than in front of the big screens. On these lines, the DTH operator offers the Live TV service for its subscribers on its self-care app and on its website as well. The subscribers of Tata Sky can access the channels which they watch on TV, on their apps as well. This ensures that subscribers do not miss out on their favourite shows, and they can consume content on the go.
Tata Sky Binge
Lastly, there is the Tata Sky Binge service which is available for Rs 249 per month. This service is good for subscribers who want to watch OTT content on their TV screens. As part of Tata Sky Binge, the subscribers get a special edition of the Amazon Fire TV Stick which they can connect to their TVs and enjoy OTT apps and stream content. This is another service which has attracted the young audience to the platform as the service also offers complimentary subscription to some OTT apps.
