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Stories about speed and success of Tata Sky
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#1
Tata Sky, which launched its DTH (direct-to-home) satellite pay-TV service in August 2006 with the goal of reaching one million connections by the end of its first year of operation. “It achieved that goal, and then took only another ten months to reach two million connections and just seven more months to reach three million,” the authors chronicle.

As an effort to create unity among stakeholders, the company trained thousands of ‘shop boys’ to demonstrate the product. “Within the first three months, the Tata Sky box was available in close to twenty-thousand shops across the country. Any consumer living anywhere could have access to go and have a look at it. That was a very important part, because otherwise people are wary of new products. The demonstration piece was crucial,” explains a quote of Deepa Watsa, Tata Sky’s chief HR officer, cited in the book.

Six months before launch, Vikram Kaushik, the CEO, and his team identified ‘eight very important journalists’ in India, put them in a plane and flew them to Foxtel, Sydney, to show them what a DTH operation is. After that, the journalists were taken to Melbourne and shown what a call centre looks like – how consumer responses are dealt with and what subscriber management systems have to be put in place, the sophisticated information technology back room that has to be created, and how this whole thing is run, reminisces Kaushik.

“So when we came back, they were writing articles about how ‘the real DTH is going to arrive now.’ We created 360-degree communication, so that people were already curious about what this new Tata Sky thing was going to be and what it would offer…”
TH
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#2
The growth of Tata Sky has been on the rise also the expected growth of the industry.
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