Tata Sky is reportedly exploring ways to help its customers reduce cost of TV subscriptions, thereby retaining its subscribers to the DTH network. According to a report by NDTV, Tata Sky is set to revise subscription packs basis customer behaviour data that it has observed on its app or website for the past month. As per the data, over 70 percent of the 5 million-odd Tata Sky DTH subscribers logged on to the website to either cancel their subscriptions or reduce monthly costs, as the Covid-19 pandemic impacted both salaried and self-employed individuals alike.
Amid the coronavirus lockdown in India, Tata Sky lost over 15 lakh subscribers, reported Livemint. The new move is, thus, said to help the selected subscribers save Rs. 60 to Rs. 100 per month. Nevertheless, it is unclear whether the development would help convince customers to retain their DTH subscription as television in the country is already facing a drop in viewership due to various reasons, including the increased adoption of watching content online.
Tata Sky Managing Director Harit Nagpal told The Economic Times last week that its 10 lakh inactive subscribers came back to the platform in March, once the lockdown was imposed by the government, though 10 lakh went out in April and another five lakh didn’t recharge in May.