I must say, interactive television is the true value-add that a DTH provider can attempt to bring in for the consumer. And there is absolutely no doubt that Tata Sky had to pioneer it, being the market innovator that it is. Now of course all of them are following suite.
The Interactive services that I am referring to here (through the term Interactive TV) have been around for quite a while now. The reason why I am talking about them now is that somewhere in the DTH war, the focus has completely shifted to AV quality and channels and packages and stuff like that. Interactive services, which are one of TS’s strong points, are somewhere being missed out from most comparisons on the web across DTH service providers.
Therefore this and a few of the subsequent posts shall be dedicated to delve into the popular Interactive services that TS provides.
TS interactive services are classified under the label “Actve” (Choice of the word active again a great branding lesson, the use of the common noun “active” for branding as it captures the essence, but by dropping the “i” and almost replacing it again through the “dots” in the “Actve Logo” and hence trade marking and then marketing it! Good job.)
Interactive services actually help you get more out of the facility called “television” in your home. Most TV viewing is generally about consuming entertainment/information in schedules as prescribed by the television channels. With TS Interactive services, this passive viewing is witnessing a change (from official reports published by Tata Sky based on their research, which suggests that consumers are spending increasing amount of time on interactive services that Tata Sky offers). TS interactive services makes one realise that TV can actually impact your life in more ways than pure entertainment/information. It could facilitate your spiritual progress, it could help educate your kids, it could help you/your wife cook better, and it could help you find a spouse too amongst other benefits!
The marketing thought here is that the Interactive services are meticulously designed considering every individual in a household that watches television. The process quite evidently would have started off by fragmenting the target group into subgroups as finely as possible and delivering a strong value proposition to each subgroup that is therefore defined.
Hence you have the Actve Darshan primarily for the old in the family, the Actve Sports for the young men, Actve Cooking (get the choicest of recipes from the best chefs, on demand) for the wives/mothers in the family, Actve Learning, Actve Wizkids, Actve Stories etc for the children in the family, Showcase (movies on demand) for the teenagers, Actve Matrimony for those in that age and so on.
Other DTH players are attempting to catch up on the interactive services race, but where they have miles to cover is on customizability of these services and the frequency of content update to retain the target customer’s interest.
As I said in my subsequent posts I shall deliberate on some of the popular “Actve” services in detail, but at this juncture I would want to leave you with the thought that, who would have imagined that so much could have been gotten out of the idio* box (yes the asterisk is to maintain stringent sanctity of content on this blog!) that our TVs used to be. The interactive services are here to change our passive TV viewing into a more Act(i)ve one for sure!
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