Tata Sky's newest launch - the Transfer Box - seems to be the perfect solution to the remote wars in households. The brand has launched a quirky campaign to spread the word about its new set top box.
The new set top box (STB) will cost Rs. 9,300 for new users, while an existing user can upgrade to the Transfer STB for Rs. 7,200.
The teasers revolve around the Transferkar family which is addicted to various genres of content. While Mr. Transferkar cannot skip his Hindi soaps, the grandmother is a wrestling aficionado. Young Miss Transferkar likes 'Game of Thrones', while her younger brother is a Masterchef fan and Mrs. Transferkar finds sports to be her cup of tea. The only problem in the house is the single Tata Sky remote over which fights ensue every day. The teasers end with the hope that Tata Sky is finally bringing something that will let them sit in peace and watch their own shows.
The campaign consists of seven films - three teaser films, followed by one main film and then three demo films showing how the new technology can be used. The teaser films have been released this week, along with the product. After the first week, the brand plans to roll out the main film and the demo for over three months. Tata Sky hopes to achieve around 400 million impressions during this phase.
Its recording feature has always been popular. But, the new device is especially useful for single TV households and for people who do not have the time to sit in front of the television every day and watch shows.
"At the heart of the campaign is digital, with a 360-degree view," says Malay Dikshit, chief communications officer, Tata Sky, adding that the effort is to ensure the campaign is seen on a smartphone or a tablet. Explaining that the content will be safe from being misused (or further distributed by audiences), he says, "The content downloaded from the Transfer box will only play on the Tata Sky app. Further, it has been designed in such a way that content will self destruct in a specified number of days."
Given that many broadcasters already have their own platforms to show content on handheld devices - such as Hotstar (Star Network) or SonyLIV (MSM) - can Tata Sky find takers for its new box?
"The key customer insight here is that transferring content requires high and consistent bandwidth, and they are able to use the customer's WiFi connection for that. It's a smart product; better than SonyLIV and Hotstar in two ways: one, Tata Sky is channel-agnostic and can carry content from any channel. Secondly, video streaming or recording from SonyLIV or Hotstar would be a challenge if it was done while the viewer is on the move and doesn't have access to a high quality internet connection. Tata Sky has smartly segregated recording, transfer and streaming, based on the current limitations of internet quality, while using their main device as a central point of interaction," Uboweja explains.
However, he is quick to point out that the price point may be a deterrent for new users. "It appears that they want to target premium users and early adopters only, for this service. I see it (price) becoming more rational in the next two to three years, as video on demand becomes the primary method of viewing content."