MUMBAI: DTH operator Tata Sky has been banking on value-added services (VAS) for a long time to differentiate itself from competitors. Its newly launched Tata Sky Theatre has emerged as one of the fastest growing services. While there have been speculations on the new tariff order’s impact on such services, Tata Sky chief commercial officer Pallavi Puri said the new price regime has not affected its VAS portfolio at all.

“Tata Sky Theatre is priced at Rs 75 and Rs 99 depending on whether you take SD or HD. At Rs 75, subscribers get four new plays every month; one new play every week plus there are other plays. There is no comparison. The new tariff order has no impact on it. It’s a big value offering for consumers,” she commented.

Tata Sky launched the subscription-based service for theatre enthusiasts in collaboration with Zee Theatre last September. According to Puri, customer insights revealed a need for access to theatrical content which led them to the ideation of this service. Puri said that while the company was identifying need gaps for launching more services, theatre came across as one.

“It’s been one of our fastest services. We launched over 30 services. What we found very unique about Tata Sky Theatre is that we have seen consumers actually calling us and say what they want more. So, the engagement has been higher. They love the plays and they want more regional plays,” Puri commented on the traction of the service.

In the initial phase, more traction has come from the Northern and Western part of India because primarily the plays are in Hindi. However, Puri revealed plans to expand the service in other regional languages. The company is currently discussing what would be the right plays or languages to add on.