Tag: STB

  • DAS Phase III: Govt. insists 76% STB seeding; stakeholders claim huge shortage

    DAS Phase III: Govt. insists 76% STB seeding; stakeholders claim huge shortage

     
     NEW DELHI: The Government has claimed that the percentage achievement of coverage of Digital Addressable System (DAS) Phase III so far is 76 per cent, even as reports from multisystem and local cable operators in various states alleged there was huge shortage of set top boxes.
     
    In fact, the 13th Task Force meeting – the last to be held before the deadline of 31 December – was told that the percentage achievement was 86.25 if Tamil Nadu that has some legal and other issues is excluded. The meeting was told there were only 405 zero seeding areas till the last report.
     
    But reports from MSOs and LCOs to Indiantelevision.com from various parts of the country including Maharashtra, Madhya Pradesh and West Bengal said there is acute shortage of set top boxes (STBs) and indicated under 50 per cent seeding.
     
    In the 13th Task Force meeting presided over Special Secretary J S Mathur, Joint Secretary (Broadcasting) R Jaya said the number of urban areas to be digitised in Phase lll after updation of 27 States/UTs is 6016. While changes had been made in some urban states on the basis of reports from some state governments and union territories, comments were still awaited from the States/UTs of Maharashtra, Karnataka, Bihar, Tamil Nadu, Lakshdweep and Dadra Nagar Haveli. 
     
    Out of the 685 areas including West Bengal (where 280 areas were removed soon after the Task Force meeting), 450 areas had less than 1000 TV households and 226 from 1000 to 5000 TV households.
     
    Jaya said out of 510 MSOs registered for Phase lll areas as on the date of the meeting, only 190 MSOs are entering seeding data in the Management Information System (MIS). A total of 135 MSOs have still not logged into MIS and 185 MSOs have logged but have not reported any seeding. She said the Ministry had granted 567 registrations so far. Ninety applications are under process and 35 applications are pending clarifications. Affidavits are awaited from 170 applicants. About 100 applications were received in November and December. 
     
    She said the Home Ministry in July 2015 decided that no security clearance was deemed for issue of registration to MSOs. Since this would involve amendment in the rules, till that time, provisional registrations are being issued by the Ministry. The Joint Secretary further mentioned that the applications are still being received and in some cases the registrations are pending for want of documents. She also mentioned that as informed in the PowerPoint presentation made at the meeting, the MSO dark areas were minimal. 
     
    A Toll free facility has been operational for the last two months and an average of about 500 calls are being received every day over the last 10 days. 
     
    About 400 officers from AIR and Doordarshan have been nominated to inspect the headends of MSOs and in this regard inspection reports have already been received from 50 officers. 
     
    Shortage of STBs and their delivery and pending interconnect agreements with broadcasters as reported by some MSOs, were also mentioned. It was informed that requests had been received from Uttarakhand, Andhra Pradesh and Maharashtra and some MSOs for extension in cut-off date for Phase lll of digitisation. 
     
    It was also pointed out that seeding data received from direct to home (DTH) operators was based on PIN codes of places. DTH operators were requested to confirm their data as per the urban areas notified by the Ministry to confirm correct seeding status in Phase lll areas. 
     
    The representative of DTH mentioned that they have at present 16 million active set top boxes and another two million STBs, which shall be activated soon after the 31 December timeline in Phase lll areas. He added that apart from this, four million STBs are catered to by DD Freedish and another eight million by digital cable. He said the the seeding data for each notified phase lll urban area would be sent very shortly. He stated that the data for seeding of 16 million STBs may be taken. 
     
    It was decided that the seeding data may be accepted. Jaya said the data for two million STBs to be activated after the cut-off date shall however be included only after report of their activation is finally received. 
     
    A representative of Ortel Communications mentioned that due to component shortage with STB manufacturers, the delivery of STBs ordered by them is affected despite advance payment made by them. He added that they have seeded 30 per cent of STBs so far and have a stock of about 20 per cent. 
     
    Mathur said the notification for the cut-off date for Phase lll had been issued on 11 September, 2014, which was more than a year ago. Further, several awareness campaigns, Task Force and MSO sub-group meetings and orientation workshops for the State and district Nodal officers have been held during this period. In addition concerned officials of the State Governments including the Chief Secretaries have been sensitised from time to time on the importance of the initiative. Hence there was no case whatsoever to consider any extension in the cut-off date. 
     
    On a query by the Indian Broadcasting Foundation (IBF) representative about 700 MSOs have single headend for both final phases, Jaya said an advisory was issued to all registered MSOs informing them that in case they have a single control room for Phase lll and Phase lV areas, they must take separate lRDs from broadcasters for taking digital signals in Phase lll areas and analogue signal in Phase lV areas. 
     
    A representative of the Telecom Regulatory Authority of India (TRAI) said it was made clear in all meetings that analogue signals can not be transmitted in Phase lll areas after 31 December, 2015. MSOs and broadcasters were required to make arrangements in advance for feeding Phase lll and Phase lV areas. He added that as per the interconnect regulations analogue transmission is permitted in Phase lV areas and MSOs and broadcasters should find a technological solution to the problem of segregating the feeds from the same control room. 
     
    When the IBF representative apprehended piracy problems in Phase lll areas, he was told the broadcasters must take action as per the law against those indulging in piracy. He was told that it is their responsibility to ensure that analogue signals are not transmitted in Phase lll areas without affecting transmission of analogue signals in Phase lV areas. 
     
    He was also told that the Ministry will write to all State/UT Governments to take action against those violating the law. Jaya remarked that broadcasters have to cancel the agreements entered by them for analogue signals in Phase lll areas.
     
    The Maharashtra government representative said difficulties have been reported from the field in implementing digitisation in the state within the timelines. 
     
    The Maharashtra Cable Operators Federation representative said about 60 per cent areas in Maharashtra are not served by the national MSOs. He said about one million STBs are to be seeded, which is not possible. He added that 40 registrations are pending to be issued by Ministry. 
     
     
    A representative of consumer organisation Savera said consumers were facing difficulties in redressal of their complaints from the MSOs/LCOs, and suggested the Consumer Affairs Ministry be added for redressal of the complaints. He also suggested that the Ministry may hold workshops on cable TV digitisation in all districts for awareness of the consumers. He was told that 11 workshops were held by Ministry for implementation of Phase lll and similar workshops have been planned to be held in Phase lV also. Besides, five advertisements on separate dates were issued in newspapers pan-India and both News and general entertainment channels (GECs) have been carrying ads and scrolls accordingly for information of all.
  • Broadcasters asked to step up publicity, even as Govt rules out extension of DAS Phase III

    Broadcasters asked to step up publicity, even as Govt rules out extension of DAS Phase III

    NEW DELHI: Reiterating that there was no question of an extension of the 31 December deadline for switching off analogue signals, the Task Force of the Information and Broadcasting Ministry today urged broadcasters to step up their publicity in preparation for the final phase in December 2016.

    The stakeholders were told that reports indicated that over 80 per cent of seeding of set top boxes (STBs) in all remaining urban areas that are to be covered in the current phase.

    Broadcasters were also encouraged to come up with newer formats of their appeals to viewers on channels that would catch the attention of the target viewers.

    The Task Force chaired by Special Secretary J S Mathur with the presence of Joint Secretary (Broadcasting) R Jaya was told that there was nothing in law to bar litigants from going to court and it was for the judiciary to deal with these issues.

    At the same time, the government will make all efforts to defend itself in various courts.

    Although the Bombay High Court and some other High Courts have already refused to extend the deadline, the Andhra Pradesh High Court has issued a stay till the next date and the Government said would be replied to. Similarly, a case relating to operators in Indore was coming up for hearing tomorrow (31 December).

    Some participants who did not wish to be named told Indiantelevision.com that a bleak picture was sought to be presented by some participants including the Maharashtra Cable Operators Federation (MCOF) but the Ministry officials answered these queries.

    Similarly, the Ministry turned down the demand by some states for extension of date.

    A clarification was also given to the effect that while MSOs may use a single control room for transmitting DAS signals under Phase III and analogue under Phase IV, they would need IRDs from broadcasters for these signals.

    The Task Force, which expects to release its minutes in a day or two, is also working out the figures of STBs available with direct-to-home (DTH) players that can be used. Clarifications were given with regard to queries by some stakeholders about STBs.

  • TRAI urges urban consumers to get STBs by end of month; rules out extension of Phase III

    TRAI urges urban consumers to get STBs by end of month; rules out extension of Phase III

    New Delhi,: Firmly ruling out any possibility of further extension of the deadline for digitization of cable television, the Telecom Regulatory Authority of India today categorically said that cable TV services in urban areas in the country will be digital from January 1, 2016.

     

    In a press release Trai also advised consumers of urban areas who are still receiving cable TV services without Set Top Boxes to avail and install these before the cut-off date in order to receive uninterrupted TV.

     

    Trai said it had been taking steps for creating awareness amongst consumers and stakeholders by holding workshops and consumer outreach programmes about the implementation of DAS. Trai held a meeting with major stakeholders of the broadcasting and cable TV sector on December 1 with major stakeholders in the sector. Trai had earlier asked all stakeholders to inform it by 28 November for pending interconnect agreements or if they were facing any problems.

     

    The broadcasters, direct-to-home operators and multi-system operators were asked to carry out exhaustive consumer awareness programmes about digitization of cable TV services so that the remaining customers in the urban areas are able to install STBs before the cut-off date of December 31. 

     

    Broadcasters of TV channels were asked to send advance intimation by December 7 to the cable operators about non availability of TV channels for retransmission in analogue mode to the consumers from January 1, 2016.

     

    Trai noted that the progress of seeding STBs in DAS Phase-III notified areas is ‘satisfactory and a good number of customers are getting the benefits of digitization’.

      

    Trai said that while Phase -I had covered the four Metros of Delhi, Mumbai, Kolkata and Chennai by October 31, 2012; Phase II covered cities with a population more than one million (38 cities) by March 31, 2013.

     

    Phase -III is aimed at covering all Other Urban areas (Municipal Corporation/ Municipalities) except cities /towns/areas specified for corresponding Phase-I and Phase-II by December 31, 2015. The final phase will cover the rest of India by 31 December 2016.

     

    The list of urban areas covered under Phase III of digitization is available on the website of the Ministry of Information & Broadcasting (www.mib.nic.in).

     

    At the outset, TRAI said cable TV is one of the most popular medium of mass entertainment and education and there are presently more than 100 million cable TV subscribers.

  • Dish TV considers deploying 15-20 million multi-layer CAS STBs over 5 years

    Dish TV considers deploying 15-20 million multi-layer CAS STBs over 5 years

    MUMBAI: The Jawahar Goel led Direct-to-home service provider Dish TV India is considering deployment of around 15-20 million Set Top Boxes(STBs) incorporating multi-layer condition access system (CAS) solutions over a period of 5 years and is hopeful of completing the selection process by December 2015. Adoption of multi-layer (CAS) will ward off potential security threats as well as enhance system efficiency going forward.

     

    Further, Dish TV is also toying with deployment of STB’s supporting card-less technology simultaneously. Currently, the DTH operator uses Conax card-based CAS from Nagra and plans to adopt simulcrypting technology going forward..

     

    Dish TV recently issued a request for proposal (RFP) to leading CAS vendors across the globe. Irdeto, Viaccess, Pace, Verimatrix, Cisco, Nagra, Nstv, Conax, Civolution-Nexguard, CRI and SMI are some of the vendors that have shown the interest. The company is currently evaluating all proposals received on a strict core security benchmark and shall select multiple partners keeping its business interests in mind..

     

    With more than 13 million subscribers Dish TV, a part of the Essel Group also provides digital cable television services through its cable distribution arm, Siti Cable (approx. 4 million subscribers). 

     

    Zee Entertainment Enterprise Limited (ZEEL) is the flagship company of the group, and beams more than 100 channels across the globe, through its direct to operator (DTO) arm.

  • DAS Phase III drives STB demand in Q3 2015; India accounts for 97% shipments

    DAS Phase III drives STB demand in Q3 2015; India accounts for 97% shipments

    MUMBAI: The set-top-box (STB) market in the SAARC region has registered record growth in third quarter of 2015, as rapid digitisation in the Phase III cities of Digital Addressable Systems (DAS) in India is driving the demand for STBs. 

    With pay-TV industry in all major SAARC countries moving toward digitisation – mandatory or voluntary – STBs of all kind from SD to HDTV and hybrid boxes are witnessing steady and robust growth.

    According to new research report from Dataxis, “The STB Market in SAARC countries (Bangladesh, Nepal, India, Pakistan and Sri Lanka)-Q32015,” STB shipments to SAARC countries have witnessed 73 per cent quarter-on-quarter growth during the Q3 2015. In the quarter under consideration, 7.34 million STBs were shipped in the SAARC region with an estimated value of $176 million. 

    India leads the STB shipments for the period, accounting for about 97 per cent of the total shipments to the SAARC region in the September ended quarter of 2015, according to Dataxis. 

    Skyworth tops the STB shipments to SAARC in the Q3 2015. The company reportedly has plans to locally manufacture STBs for the Indian market. 

    Local manufacturing in India, which accounted for just five per cent of total STBs sold during the first and second phase of seeding, is showing steady growth in the third phase. Dataxis estimates that the sale of made-in-India STBs will witness growth up to 15 per cent in the fourth phase of digitisation.

    “Local STB manufacturing in India has increased almost fourfold in the third quarter of 2015, and this is in line with our expectations. As the deadline for the third phase digitisation nears, there is high demand for STBs from the MSOs and most of the independent and small size operators are coming forward to partner with indigenous brands,” said Dataxis media analyst Sreeja VN.

    The Indian government was also proactive during the period by promoting the make in India campaign in the sector. The decisions by three major DTH players namely Airtel Digital TV, Dish DTH and Videocon D2H to opt for indigenous brands have also boosted the Indian STB industry.

    Another notable trend, according to the Dataxis Research, is the increase in demand for High-Definition (HD) and Ultra HD STBs in the region. Dataxis’s analysis of STB shipment for the Q2 2015 and Q3 2015, depicts steady growth in the volume of HD STBs shipped to India. The rise in the number of HD and UHD STBs has also contributed to a rise in the average selling price of STBs to the country. 

    The key STB vendors for the quarter are Technicolor, Skyworth, Changhong, Huawei and Coship (international vendors), and Mybox, One-eIGHT technologies, Trend Electronics, Ridsys, and Willet Communications (domestic vendors).

  • MIB asks stakeholders for details of DAS public awareness campaigns

    MIB asks stakeholders for details of DAS public awareness campaigns

    NEW DELHI: All broadcasters, multi system operators (MSOs) and cable operators have been asked by the Ministry of Information and Broadcasting (MIB) to send details of the public awareness campaign being carried out by them about the third phase of digital addressable system (DAS) and the need for having a set top box (STB) in every television home.

     

    The stakeholders have been asked by MIB Joint Secretary (Broadcasting) R Jaya to send this information within 15 days along with documentary proof.

     

    Stressing that every TV home has to have an STB, she said it was essential that MSOs and cable operators carry only digital encrypted signals after 31 December this year.

     

    At the outset, she said that since the cut-off date was very near, it was presumed that broadcasters, MSOs and LCOs had already done their bit.

     

    Under Section 44 of the Cable Television Networks (Regulation) Act 1995 and the Rules framed there-under, the centre had notified phased implementation of DAS in the country by the cable operators.

     

    Phases I and ll of cable digitisation had been completed and Phase lll of digitisation, which will cover all the remaining urban areas in the country was scheduled for completion by 31 December this year, while rural areas would be covered in phase lV to be completed by 31 December, 2016.

     

    Jaya said that the public must be aware that they require a STB before the cutoff date and drew attention to the provision under Rule 12 of the Rules, which states, “Every Broadcaster, MSO and LCO shall create public awareness among, and provide information to, the subscribers in the notified areas from a period at least thirty days prior to the date such areas are notified either through advertisements in the print and electronic media or through such other means including leaflets, printing on the reverse of website, the receipts, personal visits, group meetings with subscribers or consumer groups. This should contain the salient features of DAS.”

  • TRAI asks MSOs to not disconnect signals without 3 weeks notice

    TRAI asks MSOs to not disconnect signals without 3 weeks notice

    NEW DELHI: With the deadline for completion of Phase III of Digital Addressable System (DAS) approaching fast, the Telecom Regulatory Authority of India (TRAI) today said that no multi system operators (MSO) will disconnect the signals of TV channels of a linked local cable operator (LCO) without giving three weeks’ notice to such LCO, clearly specifying the reasons for the proposed disconnection. 

     

    The Regulatory framework provides that the channels subscribed by a subscriber should not be switched off or discontinued without following the proper procedure provided in the Quality of Service Regulations for DAS, TRAI said. 

     

    The MSOs providing cable TV services through DAS were advised not to degrade or stop or switch off any channel without following the proper procedure laid in the regulations. 

     

    TRAI also reminded MSOs and linked LCOs that set top boxes (STBs) have to be repaired or replaced without any extra charge with new STBs within 24 hours of the receipt of the complaint. 

     

    The complaint can be pertaining to malfunctoning from a subscriber, if the STB is covered within the warranty or it has been acquired by the subscriber on hire purchase scheme or on rental basis.

     

    The MSOs providing cable TV services were advised to ensure rectification of consumer complaints within 24 hour under the “Standards of Quality of Service (Digital Addressable Cable TV Systems) Regulations 2012. For adhering to the timelines provided in the regulation, spare STBs may be given to the linked LCOs to ensure speedy restoration of services.

     

    TRAI said in cable TV sector it is generally observed that the consumers approach linked LCOs for immediate redressal of their complaints. For redressal of such complaints of consumers received by the LCOs, MSOs are required to lay down proper communication procedures to register complaints through LCOs and get then addressed on priority.

     

    The directive regarding disconnections is under the Telecommunication (Broadcasting and Cable Services) Interconnection (Digital Addressable Cable Television Systems) Regulations 2012.

  • Technicolor raises €375m loan to fund Cisco STB biz & The Mill acquisitions

    Technicolor raises €375m loan to fund Cisco STB biz & The Mill acquisitions

     

    MUMBAI: To finance the recent acquisitions of Cisco’s set-top-box (STB) business as well as the purchase of British visual effects studio The Mill, French media company Technicolor has raised a €375 million five year incremental term loan maturing, which is due to be syndicated in the coming days.

     

    Additionally, the company will also increase its capital with preferential subscription rights of up to €225 million.

     

    The combination of the incremental term loan and of the rights offering would allow Technicolor to maintain a healthy balance sheet pro forma for the acquisitions of Cisco’s Connected Devices business for a sum of €550 million) and The Mill for €259 million and appropriate financial flexibility for future growth.

     

    The envisaged financing transactions should result in a pro forma expected leverage (Net Debt to Adjusted EBITDA) of 1.7x at end 2015 and include:

     

    1) An incremental term loan of €375 million maturing in 2020 fully underwritten by Goldman Sachs, the syndication of which will start in the coming days;

    2) A Rights Offering of up to €225 million, which Technicolor will launch after the publication of its Q3 2015 revenues. Banks have been appointed and are committed to underwrite the Rights Offering, subject to customary conditions; and

    3) Approximately €100 million of cash-on-hand will also be used to finance the acquisitions.

     

    The Incremental Term Loan: Concurrent with the announcements of the strategic acquisitions of Cisco Connected Devices on 23 July, 2015 and of The Mill, Technicolor will launch an Incremental Term Loan in €375 million equivalent aggregate principal amount, to help fund those transactions in conjunction with the planned Rights Offering and cash on hand. The Incremental Term Loan is being led by Goldman Sachs International as Sole Lead Arranger and Bookrunner.

     

    The Rights Offering: Technicolor will raise up to €225 million of new equity through a capital increase with the issuance of new ordinary shares. Existing shareholders will receive preferential rights to subscribe for new shares. The Rights Offering will be launched post announcement of Q3 2015 revenues on 21 October, subject to market conditions and receiving the visa from the French Autorité des marchés financiers. 

     

    The terms of the Rights Offering will be announced at the time of launch. Banks are committed to underwrite the Rights Offering, subject to customary conditions. Upon the launch of the Rights Offering, the company will publish a prospectus in respect of the Rights Offering, which will be available on the website of the company.

     

    In addition, as was previously announced, the acquisition of Cisco Connected Devices will be partially financed through the delivery to Cisco of Technicolor newly-issued shares.

  • TDSAT asks Siticable not to disconnect signals of 119 Bhopal LCOs

    TDSAT asks Siticable not to disconnect signals of 119 Bhopal LCOs

    NEW DELHI: The Telecom Disputes Settlement and Arbitration Tribunal (TDSAT) has directed Siticable Network to not disconnect the supply of signals to 119 cable operators represented by the Bhopal Cable Operator Association.

     

    TDSAT chairman Aftab Alam along with members Kuldip Singh and B B Srivastava gave the order in view of a statement made by the LCO association’s counsel Nittin Bhatia that all due payment had been made.

     

    Bhatia had said the LCOs have made up-to-date payments as per the invoices issued by Siticable and continue to make payment at the rate at which invoices of June 2015 were issued.

     

    Bhatia told the Tribunal that he had the authorisation from 67 cable operators but would get authorisation from the remaining 52 operators within a week.

     

    The Tribunal said the status of any cable operator who is in dues will be determined on the basis of reconciliation of accounts and dues if any would be cleared within two weeks from the ascertainment of the said amount.

     

    The Tribunal also said that the parties would be well advised to resolve their disputes through the process of mediation and directed both sides to appear before the Mediation Centre on 7 September.

     

    The primary grievance of the Association is that the respondent is unilaterally and steadily increasing the monthly subscription fees payable by them. According to Bhatia, the cable operators paid the monthly subscription at the rate of Rs 30 per STB up to March 2013 and thereafter at Rs 60 per STB and now the invoices being raised by the respondent are at the rate of Rs 83.11 paise (excluding taxes) for the package of channels supplied by it.

     

    Siticable counsel Tejveer Singh Bhatia did not have full instructions in the matter but stated 

  • Tata Sky to ‘un-box’ entertainment with new STB; launches digital ad campaign

    Tata Sky to ‘un-box’ entertainment with new STB; launches digital ad campaign

    MUMBAI: On the move video consumption is growing at an aggressive rate in India thanks to the lightning fast penetration of smartphones, tablets and other alternative screens. Addressing the growth, direct-to-home (DTH) operator Tata Sky is set to launch its new upgraded set top box (STB) – Tata Sky+ Transfer, which will enable users to transfer the recorded content onto alternative screens.

    While this service immediately raises concern of piracy and content security, Tata Sky has taken care of that aspect. Tata Sky chief communications officer Malay Dikshit says, “The content will be available on the app and will not be transferred as a video file, so sharing that file or uploading it for mass is not possible. Moreover, the content is self destructive, the duration of the content varies from broadcaster to broadcaster, but after a certain period the content will get destroyed automatically.”

    All that the new STB needs is a Wi-Fi connection. All other devices connected to the same Wi-Fi network can access the recorded content. Not only that, consumers don’t need to lose hefty chunk of their data (bandwidth) to get the recorded content transferred on their mobile devices. The content gets transferred through the wireless local area connection to the locally connected devices. To transfer 30 minutes of content, the preparation procedure takes 30 minutes of time. The resolution is automatically selected by the app as per the infrastructure of the device the content is viewed on. Thirty minutes of content occupies around 200 MB of storage.

    The STB, which is priced at Rs 9300, is targeted towards metro centric consumers. Existing Tata Sky customers, can purchase the new STB for Rs 7200.

    To generate awareness amongst the DTH subscribers, Tata Sky in association with Ogilvy One, will be orchestrating a digital campaign called Transferkars. The campaign will have one main film, which will be launched on 4 September. Three teasers will grab consumer attention until then.

    The campaign introduces Tata Sky’s latest product the Tata Sky+ Transfer, which enables the STB recording to be available on the subscribers’ tablets and phones.

    This campaign uses Tata Sky’s trademark style of using hyperboles and humor to drive home the product messages in an interesting manner. The protagonists Transferkars are a TV addicted family of six, each madly passionate about their shows. The campaign is a series of films that will bring alive the lengths that they go to carry their favourite TV shows with them. The commercial portrays Tata Sky+ Transfer as an innovative product, which solves these problems by enabling subscribers to transfer recorded content on their mobile devices and view it at their convenience. Hence, the campaign concludes with the sign off ‘Record. Transfer. Carry.’

    “We already have around 60,000 views in an hour and we are expecting to cross the 100,000 mark today itself. We want to have 400 million impressions for this campaign, which will run for next three months,” added Dikshit.

    Shedding light on the consumer behaviours that drove this innovative campaign, he said, “Today, time comes at a premium. The consumer is increasingly finding it difficult to be constrained by fixed timing and location for viewing even recorded content. Thus there is demand for convergence and portability of content. The rapid increase of Wi-Fi enabled homes open up new possibilities and potential for new offerings. The Tata Sky+ Transfer box delivers on this sweet spot allowing subscribers to use their connected homes to enjoy their space and identity. Our focused digital-approach with this new campaign along with the launch of an interactive micro-site would surely intrigue existing and prospective subscribers.”

    “It is just the beginning of our endeavours to un-box entertainment for our subscribers,” he added. 

    Talking about the campaign’s creative, Ogilvy One senior creative director George Kovoor said, “Tata Sky has once again set the benchmark through this unique digital first campaign. At the heart of the campaign is a family of obsessive TV show fans who not only engage the consumers but also demonstrate the Transfer product in a simple yet entertaining story. Fans can follow this family and their quirks on YouTube, Facebook, Twitter and even an interactive microsite.”

    Differing on the perception that digital content has no production cost and comes free, Kovoor said, “We have used a lot of resources to bring the best out of the campaign. A lot has been spent on the campaign and I hope the creative piece makes a mark in the audiences’ mind.”

    “The task for us was to create a high impact campaign centered around digital devices like smartphones and tablets, demonstrating clearly and in in a memorable way how to and in what situations this product is used,” he said.

    Campaign Credits:

    · Creative Agency: Ogilvy & Mather

    · Creative Team: OgilvyOne Worldwide senior creative director George Kovoor & creative director Anand Gharat

    · Account Management Team: OgilvyOne Worldwide president Vikram Menon 

    · Production House: Corcoise Films

    · Director: Bhavesh Kapadia