New Delhi: Tata Play, formerly known as Tata Sky, is aiming to shift viewers towards its mobile app with a new advertising campaign. Three ad films depict the struggles of traditional TV viewers and how the Tata Play Mobile App offers a solution for a more convenient entertainment experience.
The ads highlight the app’s ability to stream live TV, on-demand content, and act as a remote control, all from a smartphone or tablet. This allows users to watch their favorite shows and matches anytime, anywhere, and without disruptions.
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The first commercial features a woman straining to watch a soap opera while cooking in the kitchen. The second ad showcases a man frustrated by noise and distractions while trying to enjoy a reality show. The final film depicts a cricket fan missing a crucial wicket due to social pressure from friends.
All three scenarios showcase the limitations of traditional TV viewing and how the Tata Play Mobile App provides a solution for a more personalized and mobile entertainment experience.
The Tata Play Mobile App offers a variety of features beyond just streaming live TV. Users can access on-demand content, manage their accounts, and even use their mobile device as a remote control for their set-top box. This eliminates the need for a physical remote and allows for control from anywhere within the home’s Wi-Fi network.
The Tata Play ad campaign comes amidst a decline in the DTH (Direct-to-Home) market. According to reports, Tata Play has experienced a net loss and a decrease in revenue from its DTH segment. This trend is attributed to competition from free DTH services and the growing popularity of online streaming platforms.
While facing a decline, Tata Play remains the leader in the paid DTH market with the highest subscriber base. However, with the changing landscape of entertainment consumption, the company seems to be focusing on its mobile app to cater to the growing demand for on-demand content and mobile viewing experiences.
