Popularity of Tata Sky’s Actve Services have grown four-folds over the years as they were developed to cater to specific audience with specific services; such as Actve Fun Learn (for kids aging 1-10yrs), Actve English (for women and schooling children), Actve Cooking (for food lovers), Actve Vedic Maths (for quick and competitive techniques in exams) and Actve Music (for Hindi & English music lovers) being some of the popular ones. Companies can now run commercials or integrate brand communication in programs running on these platforms.
As a part of the on-going Corporate Social Responsibility (CSR) initiative of Google, they has chosen to air their infomercial on an hourly basis on Actve Cooking and Actve English, which has the largest women viewership.
The Google videos explains the importance and basics of starting and shutting the computer, changing desktop background, searching information online, for women who are not exposed to the use of computers or internet.
Leading brands such as McCain Foods, Google, Yakult, Maggi and Britannia to name a few have tied up with Tata Sky to showcase their infomercials on Actve Cooking.
Tata Sky today has a presence in 36,000 towns with over 11.5 million connections. Out of which over 2 million are subscribers of Actve services. Actve Cooking and Actve English have been some of the popular choices in over 85% of all households, more so in tier II and smaller towns of India. Tata Sky also has case studies where underprivileged women have successfully used Actve English to learn and match up with the current times.
“Reaching out to the audience based on research & preferences have helped our Actve services become a huge success in India. Being a paid platform, there is a high level of interaction with repeat viewers every day consuming content that they desire and expect. The infomercials hence integrated aptly with the Actve channels have resulted in a positive impact on our subscribers”, states Vikram Mehra, Chief Commercial Officer at Tata Sky.
An advertising platform to reach out to the relevant audience in a niche and filtered format has been non-existent on a DTH platform in the past. This avenue of selective communication can now similarly be scaled to children, men, women, house-wives and senior citizens with the help of various Tata Sky Actve services has seen a growth in acceptance and penetration across the country over . Currently, brands also run ad films on Channel 100, the Tata Sky channel that has been popular amongst advertisers and media planners.
What is Actve Cooking?
Actve Cooking showcases over 200 recipes every month which can be made easily with ingredients available at home. It includes recipes of master chefs like Tarla Dala, Harpal Singh Sokhi, Nilesh Limye, Jiggs Kalra covering recipes ranging from International & desi recipes, traditional festive to restaurant-like food.
What is Actve English?
With Actve English, you get the competitive edge and a better command over the English language. Actve English offers new words, correct pronunciation of difficult words, revise basic English grammar concepts and practice spellings daily. This is your on-demand, 24x7 English tutor on TV! Just spend 10 minutes daily from the privacy of your home on Actve English and you will soon be speaking English with a new confidence.
About Tata Sky
Tata Sky is a JV between the TATA Group and 21st Century Fox. Over the last eight years, Tata Sky has established itself as the leading pay TV platform in India. Tata Sky was the first DTH Company to launch interactive services customised for the Indian market, like education services for the young, hi-end games across specialised genres, cooking recipes-on-demand, 24x7 darshan of leading temples and other religious destinations on TV and English speaking lessons for housewives. In 2008, Tata Sky brought about a complete paradigm shift in the DTH market with the launch of Tata Sky+, offering the breakthrough ‘Personal Video Recorder’ (PVR) technology for the first time in the Indian subcontinent, with unique features such as Pause, Record & Rewind Live TV.
The Tata Sky brand has achieved significant milestones, industry accolades and is rated as the No 1 DTH brand by the ET Brand Equity 2013 most trusted brand survey. Tata Sky+ HD has been rated as the 'Product of the Year', 2013 in the DTH category. The company currently has a presence in 36,000 towns with over 11.5 million connections. Visit www.tatasky.com
