DTH operator Tata Sky in a bid to consolidate its market share in South India has launched an advertisement campaign in regional languages like Telegu, Tamil, Kannada and Malayalam.
This campaign titled as “Jinga Jinga Jingalala” seeks to communicate the advantages of its DTH connections over Cable TV operators, Indian Television has reported.
Tata Sky via its ad campaign seeks to challenge the dominance of Cable TV operators in the southern market. Via the ad campaign Tata Sky seeks to bust the purported myth of it being expensive compared to cable services.
It has also introduced tailor made packs starting Rs 199 per month to target the market. The DTH operator has expressed confidence in consolidating its market share by asserting that South Indian states have a large TV audience which has not yet moved to digital platforms.
Tata Sky also seeks to convey to its potential customers that the new tariff regime put in place by TRAI has ensured cost parity between Cable and DTH operators.
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