Paromita Pain

Ties up with three companies for distribution

NEW DELHI: Television viewing in 300 cities across India has taken a new dimension with the launch of the Tata Sky satellite television services at the Taj Palace Hotel here on Tuesday.

Tata Sky, the 80:20 joint venture between the Tatas and STAR, that had received the `Letter of Intent' from the Information and Broadcasting Ministry for the launch of its Ku band direct-to-home (DTH) service last year, said it was a relatively late entrant in the market because it wanted to bring the best of digital technology to the service.

The service promises superior digital quality picture and sound.

Besides offering a variety of channels, the company has topped it up by a special introductory offer whereby viewers pay only Rs. 200 a month towards subscription charges with the hardware consisting of the dish antennae and digital box for Rs. 2,999.

Vikram Kaushik, Managing Director and CEO, Tata Sky, said, "We are confident that offering a television service that is second to none, while providing top-of-the-line convenient and efficient customer service to our subscribers throughout every contact point, including sales, service and billing, will set us apart from the competition."

Hailing it as a new paradigm shift in television marketing, Mr. Kaushik said the company had tied up with LG, ITC International Business Division and Indian Oil Corporation as part of its distribution drive.

Tata Sky takes direct responsibility for hardware installation at subscribers' homes, as well as for providing after-sales service besides retailing its hardware and prepaid recharge vouchers through popular consumer electronic stores to enhance customer convenience.