Tata Play promotes mobile app content with three new ad films

Tata Play, formerly known as Tata Sky, is a prominent Indian direct-to-home (DTH) service provider that has recently launched three advertising films. These films showcase how viewers can effortlessly enjoy their favorite TV soaps, reality shows, cricket matches, and much more through the Tata Play Mobile App. The advertisements aim to demonstrate the convenience of consuming content on the go, highlighting the app’s ability to provide uninterrupted viewing experiences from anywhere at any time.

The advertisements narrate relatable stories of individuals facing challenges while watching television and how the Tata Play Mobile App offers a seamless solution.

The first advertisement features Mrs. Mundra, who strains her neck to watch a television soap with her head turned awkwardly towards the TV while she cooks in the kitchen. The solution for her is to watch her favorite TV programs on the Tata Play Mobile App, allowing her to enjoy them even while working in the kitchen.

The second advertisement tells the story of Dharmesh, who simply wants to watch his favorite singing reality show in peace. However, this proves challenging due to the noise from his son playing with toys, the house help moving furniture, and his wife simultaneously using a mixer and washing machine. Frustrated and almost at the point of breaking the television, he finds solace in the Tata Play Mobile App, which allows him to watch his show undisturbed.

The third film features Preetam, who, while watching a cricket tournament, accidentally turns around to grab a glass of water. As he turns, the Indian team takes a wicket, and his friends start cheering, physically forcing him to stay turned, believing that if Preetam avoids watching, India will win. The solution? He starts watching the match on his smartphone.

Tata Play has a rich history of innovation. In May 2013, back when it was known as Tata Sky, the company launched a new version of the Tata Sky Mobile App on the Android platform. In April 2013, Tata Sky had introduced the new version of the Tata Sky Mobile App on iOS. The older version allowed Tata Sky subscribers to use the app as a universal remote with the use of a dongle.

In Phase 2, subscribers were able to use the app as a remote control for the set-top box directly, without needing a dongle. This remote sends commands to the set-top box over the home Wi-Fi network, requiring internet access to use the program guide, remote record, and all other features.

The Tata Play Mobile App enables users to watch live TV, access on-demand content, manage their accounts, and use their mobile devices as a remote control for their set-top box, among other features. The app competes with other players in the DTH category, including DD Free Dish, Dish TV, Airtel TV, Sun Direct, and Videocon.

Financially, Tata Play has faced some challenges. According to a report from The Economic Times, Tata Play reported a net loss of Rs 354 crore for the fiscal year ending March 31, 2024, compared to a net profit of Rs 105 crore the previous year. Tata Play's DTH business recorded a net loss of Rs 247 crore in FY24, while it had a net profit of Rs 20 crore in FY23. Revenue from the DTH segment decreased by 7.45% to Rs 3,983 crore. However, Tata Play did not comment on its financial details.

A recent report by Crisil, a ratings firm, indicated that the company's revenue from its main DTH business is expected to decline soon due to a decrease in new sign-ups. The number of paid DTH users has significantly decreased due to competition from DD Free Dish and streaming services.

The Telecom Regulatory Authority of India (TRAI) reported that as of December 2023, Tata Play and three other paid DTH platforms had 6.3 crore active subscribers. Tata Play held the largest market share among paid DTH services, with 32.71% of the market, equating to approximately two crore subscribers.

Additionally, a study by the Internet and Mobile Association of India (IAMAI) and KANTAR in 2023 revealed that the most common use of the internet in India was for watching videos and listening to audio on OTT platforms. Around 86% of India's more than 80 crore internet users, approximately 70 crore people, reported using the internet for this purpose.

In summary, Tata Play continues to innovate and adapt to changing market dynamics, promoting its mobile app as a convenient solution for content consumption. Despite financial challenges and intense competition, the company remains a significant player in the Indian DTH market.