Interview: PALLAVI PURI, chief industrial and content material officer, Tata Sky: We now have a content-first strategy in direction of selling Tata Sky Binge app


The expectation is to assist them get a wider attain for his or her choices and we strengthen our content material portfolio for our subscribers, making it a win-win state of affairs for all.

Tata Sky Binge app is now accessible in your smartphone. This initiative by certainly one of India’s main Pay TV platforms is meant to make high quality leisure accessible to all viewers on their screens of selection. “It’s in sync with our endeavour in direction of making our merchandise accessible to a bigger viewers base. Our subscribers can now entry their selection of OTT content material, on giant and small screens, at house or on-the-go, all with a unified interface, single subscription and sign-on,” Pallavi Puri, chief industrial &
content material officer, Tata Sky, tells Sudhir Chowdhary in a current interview. Excerpts:

You’ve gotten launched Binge app at two fascinating value factors. What’s the technique behind this?
The launch of Tata Sky Binge cell app is in sync with our endeavour in direction of making our merchandise accessible to a bigger stratum of the viewers. After Binge Hearth TV Stick-Tata Sky version and Binge+ Sensible STB, Binge cell app was all the time the subsequent step for us. The concept behind launching at two totally different value factors— Rs 149 and Rs 299 was to empower subscribers with the selection of content material and selection of display screen and to cater to the viewers phase that prefers a extra personalised content material viewing expertise.

What makes Tata Sky Binge a greater proposition than different bundled apps?
Among the key options that units us aside is our proposition of single sign-in and single fee together with a wealthy unified interface that permits customers to find and browse content material from throughout the highest OTT apps. We now have a content-first strategy in direction of selling and positioning Binge. Thereby, content material from a number of streaming providers is curated underneath classes similar to New Releases, Common Films, Trending Now, and many others., making content material discoverability simple, thereby encouraging folks to cease looking and begin watching content material—from 10 genres and 12 languages, all on one platform.

What sort of response are you anticipating from the Binge app launch?
All Tata Sky subscribers with smartphones can now take pleasure in a healthful content material viewing expertise by means of the Binge app. Viewers segments that favor a extra personalised content material viewing expertise that may be accessed on-the-go, we consider will like and achieve from this app. With an built-in providing that extends a large selection of content material from premium OTT apps with a single month-to-month subscription and single fee, we’re assured of the app’s success. The preliminary aim is to popularise the app and set up its advantages.

What’s the nature of partnership of Binge with the OTT gamers and what sort of content material receives extra viewership on Binge?
We’re glad to have partnered with a number of the high OTT gamers within the trade for the Tata Sky Binge service. The companions and us concurrently agree upon the frequent aim of offering one of the best of leisure to our audience. The expectation is to assist them get a wider attain for his or her choices and we strengthen our content material portfolio for our subscribers, making it a win-win state of affairs for all.

Whereas films contributed to the key share of viewership initially, during the last yr we noticed a pattern of increasingly engagement on web-series, a lot in order that now it’s at an virtually equal break up. Motion, drama, comedy are the preferred content material classes. Hindi is essentially the most consumed language adopted by English. We get good engagement on content material of different languages as effectively.

Will extra OTT gamers be onboarded to the platform?
We’re always evolving and upgrading our content material providing for our subscribers, to which impact we now have virtually all of the main OTT gamers onboard. We are going to hold including to the checklist to make sure leisure and content material selections are limitless for our subscribers.

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