Impact - - TALKING POINT -

TTata Sky has launched a new ser­vice, Tata Sky World Screen that of­fers over 650 cu­rated hours of con­tent sto­ries from around the world, ad-free. Tata Sky World Screen will be avail­able for all sub­scribers at Rs. 75 a month and will fea­ture prime con­tent from across ge­ogra­phies in mul­ti­ple lan­guages.Arun Unni, Chief Con­tent Of­fi­cer - Tata Sky tells us more The in­sight: Our anal­y­sis in­di­cates that con­sump­tion pat­terns are evolv­ing, and there is an au­di­ence look­ing for ex­cit­ing and di­verse con­tent, un­con­strained by lan­guage. Our hand­picked list in­cludes some of the most pop­u­lar and crit­i­cally ac­claimed movies and TV shows across the world, a lot of which have never been seen be­fore on TV in In­dia. Last year, we ran an ex­per­i­ment with an Ital­ian tele­vi­sion crime drama se­ries, Go­mor­rah, with in­ter­est­ing re­sults. Our ob­ser­va­tion was that the en­tire fun­nel of peo­ple who sam­pled the chan­nel would con­verge very quickly to a smaller fun­nel. Those who did con­vert were so loyal to it that it was one of the top few ser­vices on our plat­form. The pric­ing: If you were to look at the al­ter­na­tives to view sim­i­lar con­tent, Rs 75 is a very rea­son­able sum. We don't try to ex­tract a pre­mium on our pric­ing; in fact it is the low­est in our view. The ob­jec­tive is to en­sure reach to the largest po­ten­tial au­di­ence. The price point also tells you that there is a cer­tain amount of in­vest­ment that's ac­tu­ally re­quired to build a prod­uct like this. Ex­pec­ta­tions: There are two ob­jec­tives. One is to help us in in­creas­ing our ARPUs. How much it will in­crease de­pends on how ex­plo­sive it turns out to be and how much trac­tion there is. In ad­di­tion, this is also a prod­uct that aligns with what we would like to stand for. We be­lieve there is an au­di­ence base that sits on Tata Sky who ex­pect us to do more than what other ser­vice providers do. So, the dual ob­jec­tives are in­creas­ing ARPU and en­gag­ing our au­di­ences more.

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