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DTH Updates : Tata Sky launches OTT aggregator service in partnership with Amazon Fire TV stick
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MUMBAI: Taking a lead out of the telecom’s book, direct to home (DTH) Tata Sky has launched an over the top (OTT) aggregator service ‘Tata Sky Binge’. Priced at Rs 249 per month, the service will offer digital content from multiple OTT apps on TV through Amazon Fire TV stick.

Initially, Tata Sky Bing will offer content from Hotstar, Sun NXT, Eros Now, and Hungama Play via a single subscription fee. Going forward, it will expand offering by adding other OTT platforms.

The DTH operator will concentrate on 66 cities across India for the Tata Sky Binge service. TelevisionPost.com had reported in December that the DTH operator plans to launch an OTT aggregator service in partnership with Amazon.

The partnership with Amazon Fire TV stick will allow the DTH operator to allow its consumers to watch OTT content on the big screen.

Tata Sky Chief Commercial Officer Pallavi Puri said, “We are looking at 66 cities across the country right now. As time goes by it will be available everywhere. So if there is a customer somewhere and he is not part of 66 cities we can make the service available for them. Currently, our marketing efforts would be focused on those 66 cities.”

Explaining the rationale behind launch Tata Sky Binge, Puri said, “Tata Sky is a content distributor. We distribute broadcast content via set-up-box with a common interface giving a great experience to our customer. This is all about taking a similar step with regards to the OTT content. The Tata Sky Binge is a platform where best of OTT content is available so that the customer gets the best of both the world.”

On the partnership with Amazon, Puri said, “How do you watch it on the television is where the partnership with Amazon Fire TV stick came in. Leveraging on their strengths of the experience with Fire TV stick and we have our strength when it comes to distribution, reach and our customers. The thought process was to give the customers a great proposition at a great price the fire TV stick, plus best of OTT content as one single sign-on and one subscription.”

Apart from the OTT content, Tata Sky Binge subscribers will also have access to over 5000 titles from the Tata Sky VoD library along with favourite TV shows of the past 7 days. Currently available exclusively on Amazon FireTV Stick – Tata Sky Edition.

Puri said, “Tata Sky has always been committed to bringing the best entertainment to the big screen, powered by the finest technology and packaged in the most user-friendly interface. We are now extending the superior ‘Tata Sky experience’ to the world of apps with Tata Sky Binge. It is a unique platform that bridges internet and television content bringing a premium viewing experience of the best internet app videos to large screens. Tata Sky Binge is available to our subscribers through the world-class Amazon Fire TV Stick, which comes along with the Binge subscription. We are sure that this unique partnership will bring a new entertainment experience to life across millions of Tata Sky homes.”

Amazon Devices, India Head Parag Gupt said, “We are excited to work with Tata Sky to bring this new product to customers in India. Fire TV and the Alexa Voice Remote have made it simple to find all the content for thousands of customers with just their voice. With Tata Sky Binge, now, more customers will have access to thousands of TV shows and movies, all through one easy-to-use app. We can’t wait to hear what customers think of the new Amazon Fire TV Stick – Tata Sky Edition.”

New subscribers to Tata Sky Binge will also get 3 months of Amazon Prime access, giving customers the best in shopping and entertainment, including unlimited fast, free shipping, unlimited access to popular and award-winning movies and TV shows with Prime Video, at no additional cost. Additional Prime benefits include unlimited access to tens of millions of songs ad-free with Prime Music, eBooks with Prime Reading, exciting product launches and early access to lightning deals and more.

The introductory pack will comprise an Amazon FireTV Stick – Tata Sky Edition & Alexa Voice Remote with the Tata Sky Binge app installed, enabling access to content from multiple apps. It comes with a quad-core processor and fast Wi-Fi connectivity for great picture quality. Subscribers can access a host of digital content that includes the best of Bollywood, Hollywood, Cricket, regional cinema, web-series across a diverse mix of apps, also catch up on the week’s finest English & Hindi TV series and Kids content through Tata Sky Binge.

Amazon Prime Video India Director and Country General Manager Gaurav Gandhi said, “Amazon Prime Video continues to be a frontrunner in shaping the way India is adopting streaming video. Our association with Tata Sky (Binge pack) is a great way for us to reach an even wider audiences base with our latest blockbuster films, popular TV shows, exclusive Stand-Up Comedy, and Amazon Original Series. We are confident that Tata Sky customers will be delighted with the seamless experience of watching Prime Video on the Amazon Fire TV Stick – Tata Sky Edition”

Eros Digital CEO Rishika Lulla Singh said, “For us, customer experience trumps everything else and it is our endeavour to partner with brands that share our ethos of great storytelling on any platform. Keeping in mind individual choices, this alliance will further strengthen our relationship with the viewers who will receive access to the massive content library of Eros Now, consisting of more than 12000+ movie titles, original content and lots more.”

Hungama Digital Media COO Siddhartha Roy said, “Providing our users the power of choice with convenience is at the core of our DNA. Hungama Play offers a multi-lingual and multi-genre library of Indian and international movies, TV shows, documentaries, original content, kids’ content, and short format videos. We are glad to partner with Tata Sky and are certain that Tata Sky Binge will make content viewing a simpler and easier experience for all users.”

Source:
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Airtel Digital HD Recorder / Kerala Vision Digital TV
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