Tata Sky launches 'Binge' on Mobile; "Consumers want to pay only once for content across platforms": Pallavi Puri

Chief Commercial and Content Officer, Tata Sky says the consumers wanted a product like 'Binge' available on the go and that is what prompted the DTH giant to launch Binge Mobile App.

India has 7.07 crore direct-to-home (DTH) subscribers and Tata Sky is the largest player in the country with a 32.58 per cent market share. When the largest DTH player launches one after another 'Binge' offering, it raises eyebrows. Binge though means to eat or drink too much, especially without being able to control, in the content consumption world, it is a term used to explain the phenomenon of watching one after another episode of an OTT show. Contrary to the appointment viewing concept in Indian television that Tata Sky distributes to more than 2.1 crore subscribers.

Tata Sky recently announced the extension of its OTT content aggregator service, ‘Tata Sky Binge,’ to mobile with the introduction of 'Binge Mobile App'. The mobile application, available on android and iOS will allow Tata Sky subscribers to access Disney+ Hotstar Premium, ZEE5, SunNxt, Hungama Play, Eros Now, ShemarooMe, Voot Select, Voot Kids, SonyLIV and CuriosityStream content for a subscription fee of Rs 299. This comes two years after Tata Sky first launched 'Binge' on a Fire TV Stick.

With this mobile offering, Tata Sky intends to provide "quality OTT content" on one app for a single monthly payment. Pallavi Puri, Chief Commercial and Content Officer, Tata Sky says the consumers wanted a product like 'Binge' available on the go and that is what prompted the DTH giant to launch it. She feels this product will open up the universe as other Binge offerings needed broadband or high-speed internet connection to seamlessly stream contrnt on large TV screens.

In an interview with afaqs!, Puri speaks about the target group and why it is important for a platform like Tata Sky to have a strong portfolio of OTT content.

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Also Read: Why is Tata Sky bundling OTT and promoting its Binge+ set-top box?