SWITCHING CHANNELS
Business Today India|August 20, 2023
TATA PLAY IS COUNTING ON ITS OTT AGGREGATION PLATFORM BINGE TO BOLSTER ITS FALLING NUMBERS. BUT IT'LL BE A WHILE BEFORE THE NEW KID IN TOWN CAN STOP THE COMPANY FROM BLEEDING
PRERNA LIDHOO
SWITCHING CHANNELS

'TATA SKY-ISKO laga dala, toh life jinga la la.’ (Once you get Tata Sky, your life is on the right track). This popular jingle from an old Tata Sky ad was crucial in powering the direct-to-home (DTH) broadcaster to pole position in the DTH space. While it has retained the position with a market share of 33 per cent, the new rendition of that jingle is slightly different; it starts with Tata Play after the company rebranded itself in January 2022.

In the fast-paced business of entertainment where the battle for dominance is relentless, Tata Play has taken a leap of faith with its over-the-top (OTT) content aggregation platform Tata Play Binge, launched for all customers in October 2022. “It’s both charted and uncharted [territory] for us,” Harit Nagpal, MD and CEO of the company, tells BT. (More on that later.)

But first, a little background. Analysts estimate that while the TV industry’s DTH segment will grow by just around 3-4 per cent in the near term, its average revenue per user (ARPU) will grow by 6-7 per cent. According to financial services firm Elara Capital, the DTH market will grow only slightly, while a major proportion of growth will come from households with connected TVs and free-to-air channels in the next few years. Further, Tata Play’s income from the DTH segment dropped 7 per cent, from ₹4,567 crore in FY22 to ₹4,240 crore in FY23, per data from Tofler. This is why diversifying into the OTT aggregation model makes eminent sense for it. “We started working on this platform about three to four years ago. We knew we had to deliver a different customer experience,” says Nagpal.

This story is from the August 20, 2023 edition of Business Today India.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the August 20, 2023 edition of Business Today India.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM BUSINESS TODAY INDIAView All
"Moving to cloud helped us grow❞
Business Today India

"Moving to cloud helped us grow❞

What was the problem you were grappling with?

time-read
1 min  |
November 24, 2024
She's Got Time
Business Today India

She's Got Time

MORE WOMEN ARE BECOMING WATCH CONNOISSEURS, SEEKING OUT BOTH JEWELLED AND TECHNICAL WATCHES FOR THEIR STYLE AND CRAFTSMANSHIP

time-read
3 mins  |
November 24, 2024
RISING STAR
Business Today India

RISING STAR

PARUL GULATI IS a name that's been steadily gaining prominence in the Indian entertainment industry after she appeared on season 2 of Shark Tank in 2023. She has become a multifaceted personality who effortlessly transitions between acting and entrepreneurship.

time-read
1 min  |
November 24, 2024
Building on a Legacy
Business Today India

Building on a Legacy

WHEN ZAHABIYA KHORAKIWALA stepped into her role as Managing Director of Wockhardt Hospitals over a decade ago, she confronted formidable challenges that have since turned into achievements.

time-read
1 min  |
November 24, 2024
LEADER IN INNOVATION
Business Today India

LEADER IN INNOVATION

AS FEDEX'S PRESIDENT (Middle East, Indian subcontinent and Africa), Kami Viswanathan has a lot on her plate.

time-read
1 min  |
November 24, 2024
WAITING IN THE WINGS
Business Today India

WAITING IN THE WINGS

Here are those who missed out as they have not yet completed a year in office; they'll be strong contenders in 2025

time-read
1 min  |
November 24, 2024
A DECENT PROPOSAL
Business Today India

A DECENT PROPOSAL

IN TODAY'S WORLD OF TRYING TO CREATE AN EQUITABLE SPACE, BOTH MEN AND WOMEN CONTRIBUTE TO THEIR HOUSEHOLDS. WOMEN ARE ENCOURAGED TO HAVE THEIR OWN SAVINGS POOL AND INVESTMENT ROUTINE. GIVEN THIS, HOW SHOULD FUTURE BRIDES APPROACH FINANCIAL PLANNING?

time-read
5 mins  |
November 24, 2024
Women and the STEM Bias
Business Today India

Women and the STEM Bias

EMPOWERING WOMEN IN STEM WILL NOT ONLY BENEFIT INDIVIDUALS, BUT ALSO STRENGTHEN THE ENTIRE INDUSTRY, DRIVING INNOVATION AND PROGRESS.

time-read
3 mins  |
November 24, 2024
ROCKET WOMEN
Business Today India

ROCKET WOMEN

WOMEN IN INDIA ARE NOT ONLY VENTURING INTO SPACE BUT ARE ALSO STARTING TO SPEARHEAD THE COUNTRY'S EFFORTS IN THE GLOBAL SPACE RACE.

time-read
6 mins  |
November 24, 2024
ONE STEP FORWARD
Business Today India

ONE STEP FORWARD

THE NUMBER OF WOMEN INDEPENDENT DIRECTORS IS GROWING STEADILY, BUT IT'S A LONG WAY FROM GENDER PARITY. MUCH MORE NEEDS TO BE DONE TO BREAK THE GLASS CEILING IN BOARDROOMS.

time-read
6 mins  |
November 24, 2024