Welcome to the Unofficial Tata Sky DTH Blog!

Hi Readers!

I am Rahul. My passions include music, technology and brands. I like observing brands, their marketing, their positioning very closely. This blog is based on my experiences and my evaluations of one of my favorite brands in the country, no prizes for guessing it, the masthead says it all. The reason for creating this blog is because I believe Tata Sky, in my perception, is one of the most powerful brands around!

Its quite amazing the way it was introduced a few years back, the way it has positioned itself and the way it has grown. Most importantly the way it has adapted to the changing needs of the Indian consumer and the way it has managed competitors. In my understanding a large part of urban India got to know about DTH and satellite television, as a category, largely because of Tata Sky.

Right from their first ad (where people where shown throwing their TVs and music systems out of their houses, as they had something even more powerful an AV device compared to what existed then) to today, with the launch of Tata Sky Plus and the way its put across to consumers (through the Aamir-Gul ad), its a really interesting trajectory of the brand.

Its not just about the progression in brand communication that I am referring to here, but its about the evolution of the "brand" itself. Evolution of technology (Tata Sky's the first one to launch PVR Technology in India, Also its MPEG4 etc), and evolution of understanding of the consumer (recognizing the fact that the Indian consumer is ready for the next level of satellite service, and hence providing Tata Sky +, the power to Pause, Record, and Rewind live TV), both of these outline the Tata Sky brand evolution. Also Tata Sky Plus would allow Tata Sky to gain the first mover advantage in the PVR space, while others keep crowding the base DTH/ satellite TV service space (which is also very much a Tata sky strong hold in terms of growth and market share, but it witnessing a lot of noise these days from Big TV DTH, Airtel Digital TV, Dish TV etc).

All of this makes me feel that here's a brand thats a true leader in terms of creating a product category that never really existed a few years back in India, heres a brand that understood the Indian consumer so well that it actually found acceptance much quicker than any other brand in the category. And here's a brand that has persevered its way through product innovations, technology innovations, brand innovations and communication innovations to help it get to where it deserves to be, yes in the top slot of the Indian satellite TV consumers mind space!

In my subsequent posts I would share my experiences with the brand, as a Tata Sky consumer, as a technology enthusiast, and as a completely objective Indian consumer.

If you've read this far, you might be interested in reading my continuing thoughts on this post. I would invite you to subscribe to the live blog feed, for some interesting follow up of what I have attempted to initiate here.

Thanks!

Rahul