Tata Sky has launched a new mobile app that allows subscribers to access 54 live TV channels on their mobile devices for a monthly payment of Rs. 60. The app aims to make content discovery and access easier for users who are busy and on the move. It addresses the "three W's principle" of allowing users to watch whichever channels they want, whenever they want, and wherever they are. Other DTH operators and broadcasters have also launched similar mobile apps to expand their reach among mobile users.

4. The intended target group is Tata Sky users in SEC
A & B service class person in the metros in the age
group of 25 – 45 years. While the intended
consumer is both male & female. Now a days, both
are working and not have time to see their favorite
channels and serials due to meeting and stuck in
traffic.

5. People’s schedule are so hectic and are always travelling,
waiting for a meeting or stuck somewhere, use their
smartphones to pass the time. First they play games and
then they go to video streaming portals. But they often
complain that discovery of their favorite content is not that
easy on these portals. TATA
Sky wanted to present a platform where consumers could
see their favorite TV channel without the hassle of
searching extensively.

6. TATA Sky has launched its new mobile app in which it is possible
to watch live TV channels while on the move. The service entitles
a subscriber to access 54 channels with a monthly payment of Rs
60.

7. Three W's principle-’whichever, whenever, wherever’
 The first W stands for 'whichever' and to address that, the DTH
platform has all major channels available on a la carte basis so
that consumers can take whichever channels they want.
 The second W signifies 'whenever' and to address that Tata Sky
has a service where people can record their favorite shows
even through a mobile app and watch it whenever they get time.
 The final W stands for 'wherever' and the new app addresses
that. Now everyone can see their favorite show wherever they
are.

8.  The service entitles a subscriber to access 54 channels with a
monthly payment of Rs 60.
 Besides live channels, the app also allows consumers to watch
previous five days' episodes of shows.
 This app could be availed by downloading Tata Sky's mobile
app from the Apple and Android stores.
 “Everywhere TV” will be accessible on 3G and broadband
services.

9.  In the recent past, DTH operators as well as broadcasters have
been launching their own mobile app services aiming to reach
out to an added user base that consumes content on the
mobile phone.
 Earlier this month, Zee Group's Dish TV had launched a similar
service called Dish Online for Android and iOS. Dish Online
subscribers can enjoy TV in four forms - live TV, movies, TV
shows and videos. The app is available on two Dish Online
packs - the Jumbo Pack priced at Rs 129 and the Starter pack
priced at Rs 49.
 Besides this, major broadcasters like Sony and STAR India have
also launched their mobile app services to present their
content on the mobile platform.

10.  Recently, MSM's SonyLIV.com had launched a big noise
multi-media campaign, inspired by the well-established
truth that modern life is all about the little escapes.
 Meanwhile, STAR Player from Star India offers content from
all shows on the STAR Network channels including Star Plus
and Life OK. Also, STAR India's key channel sites like
Starplus.in, ChannelV.in and LifeOK.com redirect users to
STAR Player to consume content.
 There are other online players too, like Zee Group's Ditto
TV, Times Internet's Box TV and Digivive's NexGTV which
offer TV content on mobile phones and every player in the
market is pushing hard to get a share of the mobile
consumer pie.

11.  The primary challenge that a product is the popularity of the
concept. The focus is on making the consumer realize that the
mobile phone is a more powerful device than the TV. This
device gives the consumers one more chance to stay closer to
the TV content. The challenge currently is to get this message
across among the consumers.
 Besides, even if people like to watch TV when 'on the move', in
the present scenario, it won't be affordable given the current
3G tariff, and people opting to use it on their home Wi-Fi
networks doesn't really serve the purpose of mobility.
 However, since India comprises mainly of single-TV households,
people might use the app as an extended TV in the home Wi-Fi
networks to watch their favorite programs. ‘Everywhere TV’
allows users to connect two mobile devises with one DTH
connection.

12.  Besides, public Wi-Fi zones like major airports, railway
stations, coffee outlets and luxury hotels might also become
major spots where mobile TV services can be accessed in
India.
 For India's mobile TV market, however, cost of services
remains the biggest challenge. Nearly 96 per cent of the
country's mobile sector comprises prepaid subscribers who are
primarily low-average revenue users and mobile TV services
are likely to be adopted by high-end post-paid consumers.
 However, such services give consumers more power so they
decide the type of content they want to watch and how they
want to watch it. This, coupled with the fact that users do not
need to subscribe to a separate service, represents an
attractive proposition. Such services have proven popular in
Japan where mobile TV is free-to-air, and in South Korea
where operators offer a mix of pay and free-to-air TV
services.

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