- Tata Sky rebrands as Tata Play.
- The new brand identity will be visible to the viewers starting January 27.
- It has now included Netflix in its OTT offerings on the Binge service.
India’s largest pay-TV DTH platform Tata Sky has unveiled a new name and brand identity, Tata Play, as its business interests grow beyond Direct To Home services. Tata Sons and The Walt Disney Company remain the owners of Tata Play. Its services include the renamed Tata Play Fiber- a 100% fiber network, and aggregator app Tata Play Binge which offers content from 13 OTT platforms and best of broadcast channels in one integrated pack.
It has now included Netflix in its OTT offerings on the Binge service, along with Amazon Prime Video and Disney+ Hotstar. With the new development, it seeks to provide a unified experience to its customers who are consuming content on a variety of platforms.
According to Harit Nagpal, MD and CEO of Tata Play:
“We started as a DTH company, but now we have become a content distribution company. “As the needs of a small base of customers were changing, and they were consuming content on OTT platforms, we wanted to build a platform and provide them with a unified experience. Hence, we launched Binge. We Also offer a broadband business.
Nagpal said that when different members of the same family are not watching TV, this combo pack will allow them to watch the content of their choice on devices like mobile phones or big screens. Plan prices will vary according to the number of screens, DTH connection, and pack subscribed.
The new identity has been created by venturethree, London and the campaign has been designing by Ogilvy India. The new brand identity will be promoted heavily across all touchpoints starting today and through the coming months. Nation’s heart- Kareena Kapoor Khan and Saif Ali Khan have been engaging to promote Tata Play in National markets and megastars R Madhavan and Priyamani will be the face of the campaign for the South markets.
The service visit charge of Rs 175 will waive from Tata Sky’s conversion to Tata Play. Along with this, DTH customers who have not recharged their pack for a long time can get the reconnection for free.
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