Tata Sky, the Indian direct-to-home (DTH) platform, is readying to launch a mobile catch-up and live television service called Everywhere TV.
The Everywhere TV service will be available this festive season on IOS and Android-based smartphones, offering live-streamed TV, a recording function and an on-demand choice from a video library of 2,000 titles.
An Ogilvy & Mather-developed advertising campaign has adopted the phrase: 'Koi nahin menega' ('No one will believe you') and introduces 'Tata Sky Mobile: Ab TV aap ki pocket main' ('Tata Sky Mobile: Now TV, in your pocket').
"Our research has shown that lifestyles are getting busier in today's day and age. Today over 60% of the (Tata Sky) population use Internet to view videos on their smartphones and tablets either at home or at the office. Everywhere TV is a unique service for all those valued subscribers who want to keep in touch with their favourite shows and channels that they have subscribed to on Tata Sky even when they are on move, through their mobile handsets," said Vikram Mehra, chief commercial officer, Tata Sky.
"The commercial communicates how television viewing amongst mature audiences has reached the next level, when one's mobile is referred to as 'TV' due to the Tata Sky Everywhere TV."