Direct-to-home service operator Tata Sky has launched a new service called Tata Sky Binge whereby content across video streaming services will be available on television. Tata Sky Binge will be accessible through the purchase of Amazon Fire TV Stick – Tata Sky Edition, to allow users to view content from apps like Amazon Prime Video, Hotstar, Sun NXT, Eros NOW, and Hungama Play.
The Amazon Fire TV Stick is a media player that plugs into an HDTV and lets customers access Prime Video, Netflix, Hotstar and other content that it comes pre-loaded with. Subscribers of Tata Sky Binge will also have access to over 5,000 titles from the Tata Sky video-on-demand library along with television shows of the past seven days.
The service will be available to all Tata Sky subscribers at ₹249 a month, along with a 30-day free trial. Additionally, new subscribers will get three months’ access to Amazon Prime at no additional cost. The introductory pack will comprise an Amazon FireTV Stick – Tata Sky Edition & Alexa Voice Remote with the Tata Sky Binge app installed, enabling access to content from multiple apps.
“This is an attempt to leverage each other’s strengths and provide an integrated platform for OTT (over-the-top), live television and broadcast content with a common interface," said Pallavi Puri, chief commercial officer, Tata Sky, adding that she doesn’t see the move as services eating into each other’s markets.
Aspects like easy discovery and single billing should definitely help, the two companies believe.
“For us, it’s a great way to get access to a new set of customers, especially the ones clued into live television and regional content," said Parag Gupta, head of Amazon Devices, India.