WILL HELP WORLD SCREEN ARPUs AND ENGAGE INCREASE OUR MORE: ARUN UNNI OUR AUDIENCES
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.