Tata Sky Increases Customer Base byCreating Transformational Content

Client Profile Tata Sky Ltd. is a joint venture between Tata Sons and 21st Century Fox. The company endeavors to offer Indian viewers a world-class television viewing experience through its satellite television service. Tata Sky offers customers interactive services as well as a variety of channels ranging from entertainment, sports, movies and music to news and documentaries in DVD quality picture and CD quality sound. It aims to revolutionize Indian home entertainment by empowering television viewers with Choice, Control and Convenience through a wide array of programming choices and interactive features.

Business ContextTata Sky’s Channel 100 acts as a landing page for subscribers, providing them information about subscription packages, promotional offers, television channels, exclusive content (Actve Services) and much more. To activate any of the services showcased on Channel 100, subscribers are asked to give a missed call on a particular number. Prior to collaborating with PFT, Tata Sky was working with multiple production houses to create content for Channel 100, which was leading to inconsistency in terms of creative quality as well as brand identity messaging. This in turn was impacting the growth of their customer base, especially in Tier 2 and Tier 3 cities. Tata Sky decided to look for a single Creative Services partner who could create transformational content for Channel 100 and effectively help increase the company’s subscriber base.

PFT SolutionTata Sky joined hands with PFT in August 2015, with the objective of creating 1800 unique audio-visual creative assets within a year. PFT’s long-standing legacy as a post-production specialist, state of the art infrastructure and strong creative team helped clinch the project.

PFT took over the production of all creatives for Channel 100. The scope of work included crafting shoot & edit-based promos, animation promos as well as static visual designs for web banners, hoardings, posters, danglers, web-based mailers and monthly statements. To meet Tata Sky’s high volume requirements, PFT scaled up its Creative Services team within an extremely short timeframe. Additionally, PFT’s flagship product, CLEAR™ acted as the technology backbone for Tata Sky team to manage their content.

PFT studied Tata Sky’s target audience groups and used data analytics-led strategies to create riveting promo campaigns which not only helped Tata Sky set new benchmarks of creative excellence, but also enabled them to increase their customer base effectively. At the same time, all content was delivered in an extremely cost-effective manner, keeping budget specifications in mind.

Soon after the collaboration started, Tata Sky began witnessing a significant growth in its subscriber base, and increased PFT’s scope of work. Within six months of the engagement, the number of assets to be created by PFT was more than doubled, and PFT was additionally commissioned for the production of long form content (8-11 mins episodes for Tata Sky’s Actve English service). During Tata Sky’s tenth anniversary celebrations in 2016, PFT also helped transform the company’s IVRs (Interactive Voice Responses) in line with their new brand imaging. Leveraging PFT’s experience and expertise in the field of dubbing, the team delivered more than 3000 prompts across 12 different languages.

Client OutcomePFT’s unique 'data analytics led creativity' approach has helped Tata Sky boost their service activation missed calls and increase online subscriptions significantly. The number of outbound calls made by Tata Sky for service activation has also come down, thus helping the organization reduce costs.

Additionally, certain landmark promo campaigns received a record breaking response. For instance, the ‘10th Anniversary Mashup Promos’ were a huge hit, resulting in a whopping 15 million hits on the Showcase channel in a week! The promos for the blockbuster films ‘Airlift’ and ‘Bajirao Mastani’ in March 2016 witnessed the highest number of buys for Showcase PPV (pay-per-view) in the last two years. The Actve Music JSAT (Jingalala Saturdays) promos in August 2016, resulted in over 16 times of average daily customer adds, with a record-breaking number of additions on the launch day itself. Promos for English News Pack JSAT helped achieve the highest ever number of customer adds in June 2016 for English news till date.

Landmark projects for which PFT delivered promos, IVRs and static creatives: Actve Fitness with Suniel Shetty Dance Studio powered by Dance with Madhuri Dixit Actve Cooking with Masterchef Shipra Khanna Summer Camp Live TV mobile app MultiTV campaign (promoting a subscription offer for

additional devices) 10th Anniversary Showcase promo #MyKindofMusic campaign for Music+ (featuring

legendary musical maestros Shankar-Ehsaan-Loy)

Client Profile Tata Sky Ltd. is a joint venture between Tata Sons and 21st Century Fox. The company endeavors to offer Indian viewers a world-class television viewing experience through its satellite television service. Tata Sky offers customers interactive services as well as a variety of channels ranging from entertainment, sports, movies and music to news and documentaries in DVD quality picture and CD quality sound. It aims to revolutionize Indian home entertainment by empowering television viewers with Choice, Control and Convenience through a wide array of programming choices and interactive features.

Business ContextTata Sky’s Channel 100 acts as a landing page for subscribers, providing them information about subscription packages, promotional offers, television channels, exclusive content (Actve Services) and much more. To activate any of the services showcased on Channel 100, subscribers are asked to give a missed call on a particular number. Prior to collaborating with PFT, Tata Sky was working with multiple production houses to create content for Channel 100, which was leading to inconsistency in terms of creative quality as well as brand identity messaging. This in turn was impacting the growth of their customer base, especially in Tier 2 and Tier 3 cities. Tata Sky decided to look for a single Creative Services partner who could create transformational content for Channel 100 and effectively help increase the company’s subscriber base.

PFT SolutionTata Sky joined hands with PFT in August 2015, with the objective of creating 1800 unique audio-visual creative assets within a year. PFT’s long-standing legacy as a post-production specialist, state of the art infrastructure and strong creative team helped clinch the project.

PFT took over the production of all creatives for Channel 100. The scope of work included crafting shoot & edit-based promos, animation promos as well as static visual designs for web banners, hoardings, posters, danglers, web-based mailers and monthly statements. To meet Tata Sky’s high volume requirements, PFT scaled up its Creative Services team within an extremely short timeframe. Additionally, PFT’s flagship product, CLEAR™ acted as the technology backbone for Tata Sky team to manage their content.

PFT studied Tata Sky’s target audience groups and used data analytics-led strategies to create riveting promo campaigns which not only helped Tata Sky set new benchmarks of creative excellence, but also enabled them to increase their customer base effectively. At the same time, all content was delivered in an extremely cost-effective manner, keeping budget specifications in mind.

Soon after the collaboration started, Tata Sky began witnessing a significant growth in its subscriber base, and increased PFT’s scope of work. Within six months of the engagement, the number of assets to be created by PFT was more than doubled, and PFT was additionally commissioned for the production of long form content (8-11 mins episodes for Tata Sky’s Actve English service). During Tata Sky’s tenth anniversary celebrations in 2016, PFT also helped transform the company’s IVRs (Interactive Voice Responses) in line with their new brand imaging. Leveraging PFT’s experience and expertise in the field of dubbing, the team delivered more than 3000 prompts across 12 different languages.

Client OutcomePFT’s unique 'data analytics led creativity' approach has helped Tata Sky boost their service activation missed calls and increase online subscriptions significantly. The number of outbound calls made by Tata Sky for service activation has also come down, thus helping the organization reduce costs.

Additionally, certain landmark promo campaigns received a record breaking response. For instance, the ‘10th Anniversary Mashup Promos’ were a huge hit, resulting in a whopping 15 million hits on the Showcase channel in a week! The promos for the blockbuster films ‘Airlift’ and ‘Bajirao Mastani’ in March 2016 witnessed the highest number of buys for Showcase PPV (pay-per-view) in the last two years. The Actve Music JSAT (Jingalala Saturdays) promos in August 2016, resulted in over 16 times of average daily customer adds, with a record-breaking number of additions on the launch day itself. Promos for English News Pack JSAT helped achieve the highest ever number of customer adds in June 2016 for English news till date.

“Considering the quantum and pace of

multi-level communication to our

subscribers, we had a choice to tie up with

a single partner who could understand our

brand and deliver to scale or to deal with

multiple vendors, each having a different

creative interpretation of Tata Sky. Going

with the first option was the obvious

choice. PFT understands our brand

guidelines and has helped us deliver

creative outputs in a systematic and cost

efficient manner. We look forward to a

long-lasting partnership with PFT that will

help us deliver a wide array of quality

content and services to our subscribers.

Malay DikshitChief Communications Officer, Tata Sky

”

© 2017 Prime Focus Technologies. All Rights Reserved.

About Prime Focus TechnologiesPrime Focus Technologies is the technology subsidiary of Prime Focus, the global leader in media and entertainment industry services. PFT brings together a unique blend of Media and IT skills backed by a deep understanding of the global media and entertainment industry.

CLEAR™, our award-winning Hybrid Cloud-enabled Media ERP Suite and Cloud Media Services help broadcasters, studios, brands, sports and digital organizations drive creative enablement, enhance ecosystem efficiencies and sustainability, reduce cost and realize new monetization opportunities.

PFT works with major M&E companies like Disney, Warner Bros., 21st Century Fox-owned Star TV, TERN International, GEE, Cricket Australia, Miramax, CBS Television Studios, 20th Century Fox Television Studios, FX Networks, Crown Media Holdings, Legendary Pictures, Starz Media, Lionsgate, A+E Networks, HBO, Mnet, CNBC Africa, SABC, IFC Films, HOOQ, Sony Music, Viacom 18, Showtime, BCCI, Indian Premier League, Novi Digital – Hotstar and The Associated Press.

Prime Focus’ worldwide network of studios and WorldSourcing® model supported by a Global Digital Pipeline allows PFT to offer customers transformational solutions that help them virtualize business processes around content and manage the business of content better.

In 2014, PFT acquired DAX, the creators of the Primetime Emmy® Award winning Digital Dailies® and Academy® Award winning Lowry Digital.

Prime Focus is listed on the NSE and BSE in India. For more information visit: www.primefocustechnologies.com

022017