Tag: Tata Sky

  • Tata Sky Seniors airs Neena Gupta’s iconic show ‘Saans’ after two decades! Tune in to 505

    Tata Sky Seniors airs Neena Gupta’s iconic show ‘Saans’ after two decades! Tune in to 505

    A modern take on adultery, relationships and broken marriages, the iconic show Saans was a breath of fresh air for the television audiences in the 90s. Bringing back those memories, Tata Sky Seniors is airing the cult 1998 show which was written and directed by National Award Winning actress Neena Gupta. She also played the role of female protagonist alongside actor Kanwaljit Singh, Kavita Kapoor, Shagufta Ali, Sushmita Daan, and Bharat Kapoor, amongst others. The show is on-air on Tata Sky Seniors – Tune in 505 every Monday to Friday at 12 noon and 9 pm.

    The show was ahead of its time and challenged the image of an Indian woman as it tried to analyse the antics of the institution of marriage, cheating, and falling in love. It revolved around the happily married Priya Kapoor (Neena Gupta) and Gautam Kapoor (Kanwaljit Singh) and their teenage kids Akul and Mithi. However, things change when Gautam befriends Manisha (Kavita Kapoor), who later falls for him. He leaves Priya, only to find Manisha is tough to handle. Priya struggles to find her identity and stands up for herself eventually.

    Neena Gupta took to social media to express her excitement and asked her fans to revisit and enjoy the old memories. In a video posted on Instagram, she said, “Everyone can now watch my show ‘Saans’ on Tata Sky from Monday- Friday at 9.00pm. Those who have watched it before, can watch it again and those who didn’t get a chance to watch it, can start watching it now.”

    Tata Sky Seniors is a specially curated service for senior citizens with shows related to health & fitness, digital education, financial planning & relationship management.

    ~Watch ‘Saans’ on 505 from Monday – Friday at 12 noon and 9 pm. You can watch all episodes of the week at a go on Sunday at 7.30 pm only on Tata Sky Seniors. The service is also available on Tata Sky Mobile app

  • Tata Sky Binge strengthens OTT play with the addition of VOOT Select and VOOT Kids

    Tata Sky Binge strengthens OTT play with the addition of VOOT Select and VOOT Kids

    KOLKATA: Strengthening its content catalogue to meet the growing entertainment requirements across age groups, Tata Sky Binge – Tata Sky’s OTT aggregator service has now partnered with Viacom18 Digital Ventures to bring onboard their premium content streaming service VOOT Select, and kids-focused VOOT Kids for its growing subscriber base.

    This partnership will add India’s top TV shows from Viacom18 and Voot Originals, along with the most-loved cartoon characters from Indian and International shows, to Tata Sky Binge. Bringing the benefits of catch-up and premium OTT content on television, Tata Sky Binge already offers a host of entertainment options from India’s top OTT platforms, such as Amazon Prime Video, Disney+ Hotstar Premium, ZEE5, SunNxt, Hungama Play, Eros Now and ShemarooMe.

    The addition of VOOT Select and VOOT Kids to the existing vast offering of content on Tata Sky Binge will enable Binge users to access path breaking originals, exclusive international content, cult blockbuster movies in multiple languages and a versatile collection of thousands of videos, e-books, quizzes and audio stories for children with an aim to aid  holistic development of their mental, emotional and social faculties.. The partnership will reconceptualize the way content is consumed on television in the age of connected devices and will help cater to a wide set of underserved audiences, giving a fillip to consumer satisfaction quotient.

    Commenting on the partnership, Tata Sky chief commercial officer and content officer  Pallavi Puri said, “Keeping customer requirements at the forefront, we have continued to expand the library for Tata Sky Binge with OTT apps that offer the most popular and relatable content for the entire family. In the current environment when children are facing a dearth of entertainment options, adding VOOT Kids will enhance the entertainment experience for kids with a balanced library of fun and learning content. Further, with Voot Select, we will open the doors to Viacom18’s exciting library of movies and top Indian TV shows – all available 24 hours before TV.”

    Commenting on the partnership, Viacom18 Digital Ventures COO Gourav Rakshit said, “At VOOT, we believe in building a versatile and immersive digital ecosystem that will add value to our users with path-breaking and diverse content experiences. With an increase in demand for content consumption, be it entertainment through VOOT Select or fun learning through VOOT Kids, this promising collaboration with Tata Sky Binge will help us cater and reach out to a larger audience base. We are delighted to partner with a like-minded brand who resonates with our ideologies and will help us make content viewing an enriching and engaging experience for all our viewers.”

    With VOOT Select, Tata Sky Binge users can access host of exciting content, including many Voot Originals like Asur, Marzi, Raiker Case, Illegal, etc. Blockbuster movies and on demand content of popular shows from Colors (Hindi), MTV, Nickelodeon, Colors Kannada, Colors Marathi, Colors Bangla, Colors Super and Colors Gujarati will also be featured on the platform. Added to the list are renowned international shows, such as Shark Tank S11, Why Women Kill, The Good Wife, The Affair and The Twilight Zone among others.

    At a time when kids are compelled to stay indoors and there has been an increased demand for content to keep them safely engaged at home, the partnership with VOOT Kids – India’s only app for kids that provides an amalgamation of learning and entertainment content – will provide the perfect destination for kids on Tata Sky Binge. It offers thousands of hours of popular Indian and international shows, with 200+ cartoons – including favourites like Pokemon, Peppa Pig, Paw Patrol, Motu Patlu, Dora the Explorer, Ben 10 and Avatar – 150+ audio stories, 500+ eBooks and 5000+ educational quizzes.

    Tata Sky subscribers can access the library of premium OTT apps on Tata Sky Binge via the Amazon Fire TV Stick – Tata Sky Edition for just Rs. 299/-per month. New and existing Tata Sky customers can avail a Tata Sky Binge+ connection at an offer price of Rs. 3999/- which includes 6 months subscription to the Tata Sky Binge platform. Tata Sky Binge customers on the FireTV stick or the Android Box also get access to last seven days of missed shows (based on linear entitlement) and three months of Amazon Prime subscription at no extra cost.

  • Tata Sky celebrates 14th anniversary, creates a nostalgic digital campaign

    Tata Sky celebrates 14th anniversary, creates a nostalgic digital campaign

    KOLKATA: 8 August marked the fourteenth anniversary of Tata Sky, a brand that has grown into a successful and innovation-led organization with a deep-rooted commitment to customer satisfaction through hard work and living up to its ideals of delivering value through strategic planning, technical innovation and embodying passion for all their endeavors.

    To commemorate the fourteenth-anniversary milestone, Tata Sky, India’s leading content distribution and Pay TV platform in collaboration with Chimp&z Inc, created a nostalgic #14YearsOfJingalala digital campaign honoring the allegiance of 14 of its patrons who have been the earliest customers of Tata Sky. 

    The outreach involved touching base with some of the loyal customers spread across the country and requesting them to share their thoughts on being associated with the brand for more than a decade. Their unscripted anecdotes and memories thus garnered advocated the evolution of the brand over the last 14 years and were weaved into a nostalgic video that enunciated trust and quality. The campaign was further amplified with celebrity influencers congratulating Tata Sky for a successful and formidable journey.

    Commenting on honoring this landmark anniversary, Tata Sky chief communication officer Anurag Kumar said, “Our history of putting the customer first is evident through our network of long-term customers, many of which have been with us for over ten years. This anniversary, we wanted to relive the connections we have forged with our consumers through genuine and authentic testimonials that gave an overview of their journey with us. The responses received not only makes for a joyful and encouraging video but also makes us take comfort in the fact that we have made a positive difference to their lives and earned their loyalty for life.”

    On the success of the campaign, Chimp&z Inc CEO and co-founder Angad Singh Manchanda said, “We went by the thought that a significant milestone like the 14th anniversary of Tata Sky needed to be upheld with a campaign that brought out the real essence of the brand. And what better way to do that than to reach out to those people who have experienced the service and quality of the product first hand. The #14YearsOfJingalala campaign video is like beautiful memorabilia to be cherished. The people featured in the video are not only consumers but brand custodians and have been endorsing the brand in their own little way.”

  • APOS 2020: Why Indian pay TV still holds a lot of potential

    APOS 2020: Why Indian pay TV still holds a lot of potential

    KOLKATA: Even as the doomsayers have been predicting impending doom for India’s television business and tomtomming the growth of streaming services, Tata Sky CEO Harit Nagpal and IndiaCast Media Distribution Group CEO Anuj Gandhi believe that there’s tremendous scope to grow pay-TV in India. Taking part in a roundtable as part of Media Partners Asia’s virtual APOS 2020, both said television has barely been penetrated yet. 

    Tata Sky’s Harit Nagpal – who's running, arguably, one of India's most respected DTH platforms – highlighted that there is a distribution game which needs to be played well. Nagpal mentioned two ways that the business can get a growth impetus: one is reaching out to the un-penetrated households and secondly selling more to existing consumers.

    He backed his statement with facts. According to Nagpal, 100 million homes in India are TV-less, and would go on to buy one eventually. Moreover, 35 million TV watchers have subscribed to free to air service DD Freedish. According to him, the Indian consumers are gradually moving from no TV to FTA to pay-TV, acknowledging that those in the higher end of pay-TV spectrum in urban areas are migrating to OTT and broadband. While he acknowledged the movement to OTT, he also mentioned that it is slower compared to the growth of linear TV and it will continue for a while.

    “Households without a TV have not bought one so far, and those that bought one have moved to FTA because they could not afford the Rs 300 plan which the platforms charge,” says Nagpal.

    Hence, he added that expecting them to pay Rs 1000 for bandwidth to watch Rs 300 worth of content is a bit much. He stated that they would start with linear TV paying only for content while they may migrate to new media in the next decades. 

    “In the last two years, we have seen a huge surge in small screen viewing of content essentially because data cost was abysmally low. As the data prices find their right level, which is what it should be, I guess the projections we all are making will level up,” he stated.

    Indiacast’s Gandhi agreed with Nagpal’s view on the distribution game and the growth opportunity. He pointed out while pay TV’s potential has been spoken about a lot, the industry has barely made any change in the past six-seven years. 

    The silver-lining is that fictitious numbers of cable subscribers were floating up in the market before the NTO while after its implementation the industry now agrees on the number of 120-130 million paying subs. According to Gandhi, the growth opportunity is low-ARPU market which is partly either on DD or getting pirated content needs to be converted. This ongoing process cannot be taken away by streaming services.

    Moreover, Gandhi stated that the pandemic has made the industry realise that overly depending on advertising revenue is a troubling trend. Until now, content players have not focused on subscription revenue by not creating cohorts or not helping the platforms to plan for a better ARPU or upselling. Hence, while there are opportunities in the pay-TV business: one has to build a robust subscription model by tweaking, changing, remodelling the existing one.

    The statistic of 500 million smartphone users has been touted enough but Gandhi noted that all of them may not have four-inch plus screens or enough memory to have more than seven-eight apps on their devices. Hence, he opined that despite the fact that a part of the high-end consumers have started subscribing to streaming services – some of them live –  using connected TVs and devices, linear TV cannot be replaced for most of the consumers. 

  • Chimp&z Inc Bags the digital mandate for Tata Sky Binge

    Chimp&z Inc Bags the digital mandate for Tata Sky Binge

    KOLKATA: Tata Sky Binge, an aggregator app platform from the house of India’s leading DTH network, Tata Sky, assigned its creative and digital mandate to one of India’s leading digital agency, Chimp&z Inc. The account was awarded following a multiple agency pitch.

    Weaving in all the distinctive features of Tata Sky Binge, Chimp&z Inc proposed to create a separate entity for Tata Sky Binge on the digital platforms. Keeping it independent from its parent brand Tata Sky, the agency curated a launch plan to take Tata Sky Binge live on Facebook, Instagram and Twitter by creating a social media-specific brand persona and line of communication.

    The agency has been further mandated to handle the brand’s content marketing, ORM, influencer outreach programs as well as media planning and buying to ascertain its digital and social media presence.

    Commenting about the development, Tata Sky chief communication officer Anurag Kumar said, “Chimp&z Inc has been handling the social media portfolio of Tata Sky for 4 years now and their ideas and overall clarity about brand positioning has been impressive. Their lateral approach towards brand building for Tata Sky Binge and the concept presented thus convinced us of the partnership. With this shared vision and enthusiasm, we aim to up the game and heighten engagement for Tata Sky Binge.”

    Commenting about the digital launch of Tata Sky Binge, Chimp&z Inc founders Lavinn Rajpal and Angad Singh Manchanda said, “The universe of entertainment is ever-evolving. A new category of service making its way is the aggregators of multiple OTT players with the aim of being the sole intermediary platform. Tata Sky is a household name in India. We are lucky to have Tata Sky on board and now we can expand to create a 360-degree communication for the digital ecosystem of the brand with Tata Sky Binge. Establishing it as a separate entity from its parent brand on social media platforms was a well-researched strategic move. The content created for Binge will be more young, cool, smart, and witty.”

  • Tata Sky Binge+ customers to get access to premium ZEE5 content

    Tata Sky Binge+ customers to get access to premium ZEE5 content

    KOLKATA: The bouquet of content offerings on Tata Sky Binge+ got a major thrust as Tata Sky extended its partnership withZEE5, for its Android enabled smart Set-top box that provides content from linear Live Television and a host of OTT apps onto a TV. Designed to provide smart and endless choice of entertainment for the entire family, Tata Sky Binge+ is now ready to enthral its subscribers with ZEE5’s expansive Bollywood and multilanguage films and original content spanning over 125,000+ hours across 12 languages – English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati and Punjabi. This is an addition to what is already available on the platform – an enviable selection of multi-lingual films, original dramas, international blockbuster movies and reality shows from India’s premium OTT platforms including Amazon Prime Video, Disney+ Hotstar Premuim, SunNxt, Hungama Play, Eros Now and ShemarooMe.

    Commenting on the partnership, a Tata Sky spokesperson said, “OTT apps are gaining ground as a popular medium of content consumption.  Considering the stupendous response we have received from the viewers for the fully integrated Tata Sky Binge+ set-top box, we are now strengthening this offering further by bringing onboard ZEE5’s unmatched content library that will further elevate the content viewing experience for our subscribers. We are confident that the Tata Sky Binge+ Smart set top box will offer a seamless experience of live TV channels and apps such as ZEE5, making it a winning proposition for our customers.”

    Talking about the collaboration a ZEE5 Spokesperson stated, “ZEE5 is continuously working towards offering bespoke content for diverse consumer taste clusters across India. As part of this journey, partnering with Tata Sky reinforces our commitment to democratise content by truly providing a Super-app experience for consumers anytime, anywhere. We are happy to extend our partnership with Tata Sky on their new initiative Tata Sky Binge+ Smart set top box. We are certain that with Tata Sky’s reach and ZEE5’s extensive library of content across languages, we will be able to provide consumers with an enriching and engaging content viewing experience.”

    Tata Sky Binge+ hosts many advanced features. It enables viewers to play any show, movie, music, game on their laptop, tablet or mobile phone and watch-it-directly on their TV with its in-built Chromecast. It also includes Google Assistant that makes discovering content easy with voice search. Customers can access 5000+ on the Google Play store. It is compatible with all types of TVs including 4K, HD LED, LCD, or plasma technology as it supports HDMI output and can also be connected to older TV sets over audio and video cable.

    Tata Sky Binge+  provides the benefit of six months subscription to Tata Sky Binge where a user can watch content from premium partner apps on their STBs including 7 days of missed shows (based on linear entitlement) and access to 3 months Amazon Prime subscription all included at an offer of Rs.3999/-.

  • Find out what’s trending on TV with Tata Sky’s redesigned Home Screen

    Find out what’s trending on TV with Tata Sky’s redesigned Home Screen

    NEW DELHI:  Keeping the customer at the centre of all tech innovations, Tata Sky, India’s leading content distribution and Pay TV platform has introduced a first of its kind feature on its set-top boxes – Trending on TV. This feature enhances the TV viewing experience, offering subscribers a one-stop solution to easily discover trending content under Top Movies and Live Sports categories by simply pressing the yellow button on the Tata Sky remote control. This feature has been integrated across all HD & SD set-top boxes, making it thereby a first of its kind proposition for non-web connected set top boxes in India. 

    ‘Top Movies’, subscribers can choose movie titles from 8 languages including English, Hindi, Marathi, Telugu, Tamil, Malayalam, Kannada and Bengali that are filtered basis a rating of 5.5 and above. This not only allows the subscribers to access the best films across the list of available channels but also saves channel-surfing time. Similarly, the feature acts as a guide to live sporting events whenever they air. The new Home App also includes Channel Info and Channel Search options, offering the ease of discovering and subscribing to new channels categorised by channel name, channel number, genre and languages at the simple touch of a button.

    Talking about the feature, a Tata Sky Spokesperson said, “At Tata Sky it has always been our endeavour to provide our subscribers with the widest variety of content delivered via best in class technology. The new Home App is another innovation unique to Tata Sky’s set-top boxes, providing subscribers with a readymade content guide thereby making it convenient to choose from trending movies and sporting events by simply pressing the yellow button on the remote control.”

    The new features offer subscribers an improved TV watching experience and a hassle-free option of switching to their favourite channels. It comes with a one-stop self-care solution to independently address daily account related requirements like adding channels that are carrying trending content to the bouquet, changing RMN, among others. The steps to easily use the new features are being communicated to subscribers through brand films and digital promotions.

  • Tata Sky solidifies lead in the DTH sector

    Tata Sky solidifies lead in the DTH sector

    KOLKATA: According to ‘The Indian Telecom Services Performance Indicator Report October – December 2019‘ published by the Telecom Regulatory Authority of India (TRAI), the Indian DTH service has displayed phenomenal growth since launch in 2003. The total number of total active subscribers with pay DTH operators (Tata Sky, Airtel, Dish TV, Sun Direct) in India in the quarter ending December 2019 was 69.98 million, which is an increase from 68.30 million in the quarter ending September. 

    In terms of market share, Tata Sky led the DTH sector with the highest 31.80 per cent share followed by Dish TV at 30.55 per cent. Compared to the previous quarter, Tata Sky has further strengthened its market share lead over Dish TV. The data also suggests Tata Sky is 1.5X the size of Hathway, Den and GTPL Hathway all combined.

    Commenting on the development, a Tata Sky Spokesperson said, “At Tata Sky our commitment is to ensure our ever increasing base of consumers can access their entertainment across platforms. This philosophy has enabled us to cement our leadership position in the direct to home and overall pay TV business, as underlined in TRAI’s latest report. As we explore technology driven newer platforms for content delivery and further scale up our customer support, we are confident that our viewers will continue to make Tata Sky the prime choice of their entertainment needs. The report also reinforces our belief that Television as a medium of entertainment continues to grow and strengthen.”

  • Chimp&z Inc composes #HarBeatJingalala For Tata Sky, This World Music Day

    Chimp&z Inc composes #HarBeatJingalala For Tata Sky, This World Music Day

    MUMBAI: For World Music Day, Chimp&z Inc curated a social media campaign #HarBeatJingalala for Tata Sky. The campaign emphasized the importance of music in helping people to explore their creativity at home,  thereby uniting the rhythm of many hearts.

    Despite the pandemic outbreak and norms of social distancing, people’s hearts are in tune with the rhythm of love, happiness, and togetherness. The campaign gives a beat to this energy and collectively brings out a song to rejoice in. With the intention of bringing together diverse and original tunes from music enthusiasts across the nation, the call for entry started on 6th June 2020 on Instagram, Facebook, and Twitter with the initiation of the lyrics of the song. 

    Numerous budding artists, as well as accomplished musicians contributed to the final output of #HarBeatJingalala

    Instagram video link: (https://www.instagram.com/p/CBnyTIwjxOq/)

    As part of the campaign, the final Music Day video in collaboration with various influencers like musician Raghav Sachar was brought alive on 21 June 2020 and premiered on Tata Sky Music 815 & Tata Sky Music+ 817 along with the Tata Sky social media handles. The diverse tunes received from the musically inclined people from all walks of life were amalgamated into one song. Despite the challenges, this video synced the various tunes into one  cohesive composed song that reached over 1 million hearts.

    Chimp&z Inc  ceo and co-founder- Angad Singh Manchanda said,

    “Amidst the pandemic, it’s no surprise that people are hunting for inspiration within their homes to trigger their creativity.  The insight arrived when we looked at the current scenario closely and arrived at the conclusion that music brings people closer at all times. With the opportunity of celebrating World Music Day, we brought out the importance of music and gave a platform to those who are willing to sing out loud. Here’s hoping that #HarBeatJingalala makes our users sway to the magic of their tunes.” 

    Music Video Link: https://www.youtube.com/watch?v=-0FKQFHvlQY

  • TRAI’s consultation: DPOs favour defined CAS/SMS framework; Tata Sky, Airtel, IMCL differ

    TRAI’s consultation: DPOs favour defined CAS/SMS framework; Tata Sky, Airtel, IMCL differ

    MUMBAI: Conditional access system (CAS) and subscriber management systems (SMS) are two key pillars of delivering broadcast services in a secured and encrypted manner to authorised subscribers. However, existing technical requirements for CAS and SMS are generic in nature allowing all type of CAS and SMS systems to exist in the eco-system. Piracy in the distribution of signals occurs due to the deployment of CAS or SMS that do not comply with security protocols as per extant standards. Hence, the Telecom Regulatory Authority of India (TRAI) issued a consultation paper seeking comments on CAS and SMS.

    In response to the consultation paper, most major distribution platform operators (DPOs) have agreed that there is a need to define a framework for CAS/SMS systems to benchmark the minimum requirements of the system before these can be deployed by any DPO.

    Siti Networks has strongly agreed to the need of a framework commenting, “It has been observed that SMS and CAS vendors demand exorbitant amount for upgradation of their CAS/SMS according to the mandatory requirements of the regulations and the service providers does not have any option other than agree to their blackmailing due to the compliance requirement. Any such statutory upgradation in the system should not be burdened on the service providers.”

    Another major MSO, DEN Networks, also thinks that defining the framework for benchmarking the CAS or SMS will help DPOs to choose the right solution. There are various factors in CAS which differs from vendor to vendor as they use proprietary solutions to address the content security.

    GTPL Hathway also reflects the same tone as it says there is certainly an urgent need to define a framework for CAS/SMS systems. It adds that currently all CAS/SMS systems largely vary in terms of both security features and performance features.

    “Under the appliable regulations, DPOs are mandated to grant their customers a free choice to make their own package(s). However, it is pertinent to mention that most CAS available in the market have an upper limit to the number of packages in which the same service/channel can be repeated. Therefore, it is necessary that CAS should be able to be upgraded for offering all services and combinations thereof, available on such platform. Availability of full technical local support in India. Almost all CAS vendors have their experts based out-of-India which may affect DPO’s QoS as the availability of off-shore resources may sometime take time as they help remotely,” it adds.

    Among the DTH platforms, Dish TV also voiced for a comprehensive framework for CAS/SMS system especially for the requirement of end-to-end content protection and transparency in business for the CAS side and an end-to-end business enablement from the SMS side. It has also recommended an operating model wherein the DPO should have direct contract with each stack-holder viz. CAS service provider, SoC/Chipset maker, middleware, security element provider and STB maker wherein the CAS vendor will be as one of stack holder in entire echo system like others. 

    However, Tata Sky holds a different view. According to the operator, it may be premature to assume that the CAS or SMS systems require benchmarking right now. It adds that existing audits could be successful in identifying the systematic gaps which would force those specific DPOs to upgrade their systems to continue to receive signals from the broadcasters. 

    “We would need to be careful that a new and stringent regulation does not get misused to disenfranchise a large number of DPOs thus leading to another round of subscriber shock and dissatisfaction. If it is still concluded that a framework for benchmarking of the system needs to be created, then it should be arrived at by a multi stake holder consensus approach,” it adds.

    Airtel, which also runs a sizable DTH business, states that the basic and minimum requirements of CAS/SMS are well captured in Schedule III of TRAI regulation. It adds that CAS /SMS being a globally deployed technology, innovations are a constant feature. 

    "To start with, Airtel believes that TRAI can continue to use Schedule III requirements for the CAS /SMS while adding more features to it at regular intervals to make it more robust and to accommodate new innovations in the technology. Hence, there is no need for defining or introducing a new CAS /SMS framework. The requirements listed in Schedule III should be benchmarked as the minimum qualifying requirements for all CAS /SMS solutions operating in India as well as for all future deployment of CAS/SMS by a new DPO,” it states.

    While most MSOs are in favour of a framework, IMCL holds same opinion as Tata Sky and Airtel. “We believe that subject to the CAS/SMS/STB meeting the requirements specified in Schedule III, there is no need for any further assessment or benchmarking of products required in order for DPOs to deploy them within their networks. At most the regulator can “recommend” some preferred products, but there should not be any limit to DPOs being able to purchase or even build their own solutions subject to the requirements specified in Schedule III being met,” it comments. 

    IMCL also highlights that migrating to a new SMS platform as selected by TRAI would result in heavy costs being incurred, customisations having to be re-built into any new platform and large migration exercises to move customers to the new platform. Hence, its portals or mobile applications that are built to support LCOs, MSOs, subscribers and engineering staff would all need to be re-built in order to work with a new SMS platform. This change will result in essentially re-building the business from scratch taking away the business from other revenue-generating activities.