Tata Sky attempts to target non-urbanIndia

[MAHI]

In non-urban India, Dish TV is the strongest
DTH player. In its current campaign, Tata Sky,
a brand that is strong in urban India, making
an attempt to establish itself as a pan-India
player in the truest sense of the term. Its
availability in the most remote regions of the
country is the message being highlighted.
Currently, 50 per cent of Tata Sky’s total
subscriber base (11.5 million as of April, 2013)
is from rural India (which is outside the top
100 towns).
Being available in all parts of the country is a
goal Tata Sky has been working towards for
the past three years. The company has been
trying to build sales and service infrastructure
in these regions, and design better and more
relevant applications. Mehra is confident Tata
Sky will reach its goal soon. Here’s how: The
first step is to strengthen distribution. Then
comes after-sales service infrastructure,
something the company has created with the
help of local dealers and service technicians.
The company has also repackaged some
content because rural customers are opting
for Hindi content over English. These plans and
packages are equally available in urban
markets, though. Tata Sky is also trying to
provide gaming options (simple ones such as
Sudoku) for these customers. The insight is just
as simple: unlike urban homes, these kids don’t
have smartphones, iPods and computers at
their disposal.