The Indian DTH industry has evolved in the past few years due to the changing content consumption patterns and the rapid rise of over-the-top (OTT) platforms. Stuck indoors due to the global pandemic, a large pool of digitally-mature viewers in India – aged 18 to 35 – have switched from satellite TV to new-age online streaming platforms like Netflix, Prime Video, Disney+Hotstar, etc. for entertainment and recreation purposes. The vastly improved sound and video quality, censor-unrestricted extensive content catalog, and “watch anytime, anywhere” comfort are a few key aspects that allow OTT platforms to compete with traditional cable and Tata play direct-to-home (DTH) operators in India.
The paradigm shift in the DTH industry demands traditional companies to become more agile and respond to market changes swiftly. That means DTH service providers need to incorporate third-party content on their platform and build hybrid set-top box solutions.
1Tata Play: A One-Stop Platform for Limitless Entertainment
One of India’s leading DTH operators has taken a giant leap to redefine the future of Indian entertainment. Tata Sky is now Tata Play. With this rebranding move, the DTH service provider is ready to deliver a hybrid television viewing experience to millions of Indian customers. With the new name and identity, the brand will allow customers to watch both linear TV channels and OTT content in one place with Tata Play Binge+ smart set-top box. In my view, this is an excellent move by India’s most valuable DTH brand. It will give Tata Play subscribers the freedom to watch their favorite OTT content and live TV shows via one unified interface, that too, anytime and on any device (mobile, laptop, and TV).
The term “Play” in this rebranding initiative also symbolizes the flexibility and ease of use that the brand aims to deliver to the customers. With the Tata Play Binge+ smart set-top box, the users can watch live sports events and entertainment shows, curated content from OTT apps, and missed episodes of their favorite TV shows aired in the previous seven days. In addition, the subscribers can watch content in standard or HD quality, use multi-screen and voice control functionality, receive personalized content suggestions, and switch plans anytime. Multiple flexible options ensure users get a joyful experience while subscribing to Tata Play services.
As an end-user, New Tata DTH features like on-the-go viewing and catch-up content access delights me the most as these utilities allow subscribers to consume popular media content at their preferred time slots.
Let’s look at some other unique benefits that users can get after purchasing Tata Play DTH connection:
2Tata Play Advantage: Get Smarter, Play Better
Single Subscription: With Tata Play DTH connection, users will only need to purchase a single plan to access the linear TV channels and popular OTT content from their favorite OTT apps that too, at budget-friendly prices. With this, users can stop worrying about purchasing and maintaining individual subscriptions of different OTT platforms as they get the single login facility to access all the bundled OTT apps.
No Deactivation Fee: With Tata Play, subscribers can recharge anytime and with any amount they want without having to worry about any deactivation fee.
Highest Picture Quality: Tata Play is committed to delivering an enriching and world-class viewing experience to customers with the highest picture quality, well-curated content, and consistent user experience across all devices. The customers can stream their favorite live TV and OTT content in 4K resolution, depending on the internet connection speed and device capabilities.
World-class Service: With Tata Sky new rebranded name, the users get personalized content suggestions, multiple recharge options, and unmatched customer support – all at zero service charges.
Summing it up, Tata Play, with its new look and powerful features, is ready to deliver a more joyful and valuable experience to customers by providing India’s best OTT and satellite TV content in a well-curated manner. The enticing new offerings of Tata Play will make its customers say again, “Entertainment aur bhi Jingalala!”