...and ‘IT’ conquered! The TV adventure of Tata Sky continues...
It was
a promise to begin with... a promise to change the way television is viewed in India; or perhaps better, a strong resolution coupled with mountain-high purpose and toil... A year later and having gloriously surpassed the ‘million’ customer base milestone it has only left us remarking, “It said it could. It did it!!!” When Tata Sky ventured into the arena of DTH, as a 80:20 joint venture Between the Tata Group and Star Network, there were many ‘been here, tried that’ type players around (like the much-touted Dish TV from Zee’s stable and Direct TV from DD). However, the treatment they received in terms of customer (market) response was no less different than the manner in which local Indian washermen would beat dirtladen gunnybags! And while this painted a perfect ‘stay away’ market environment for players, Tata Sky proved why it was made of a different material – and cashed-in on this opportunity. They resorted to high decibel ads that screamed aloud – “Tata Sky has arrived!” Ashish Khazanchi, Executive Creative Director for Redifussion DY&R (agency behind the creation of these ads) told 4Ps B&M that, “One year back when Tata Sky was launched, we realised that it was a completely new platform.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
It was
a promise to begin with... a promise to change the way television is viewed in India; or perhaps better, a strong resolution coupled with mountain-high purpose and toil... A year later and having gloriously surpassed the ‘million’ customer base milestone it has only left us remarking, “It said it could. It did it!!!” When Tata Sky ventured into the arena of DTH, as a 80:20 joint venture Between the Tata Group and Star Network, there were many ‘been here, tried that’ type players around (like the much-touted Dish TV from Zee’s stable and Direct TV from DD). However, the treatment they received in terms of customer (market) response was no less different than the manner in which local Indian washermen would beat dirtladen gunnybags! And while this painted a perfect ‘stay away’ market environment for players, Tata Sky proved why it was made of a different material – and cashed-in on this opportunity. They resorted to high decibel ads that screamed aloud – “Tata Sky has arrived!” Ashish Khazanchi, Executive Creative Director for Redifussion DY&R (agency behind the creation of these ads) told 4Ps B&M that, “One year back when Tata Sky was launched, we realised that it was a completely new platform.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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