DTH
Tata Sky selects Genesys to revolutionise home entertainment
MUMBAI: Direct-to-Home (DTH) provider Tata Sky, has associated with Genesys, to deploy customer experience platform to enhance service delivery to its subscribers.
The association is an endeavour to empower Tata Sky’s workforce to service customers seamlessly across multiple touch points. The platform provides greater efficiencies in the company’s contact center operations and also provides subscribers with new, personalised self-service applications to provide customers with a complete user friendly experience, said the press release.
Excited with the collaboration, Tata Sky CEO Harit Nagpal said, “Tata Sky is pleased to partner with Genesys in our quest to bring superior quality television entertainment to its viewers. The system is clearly the best in class and offers cost savings, operational efficiencies and visibility into contact center operations.”
“Tata Sky strives to bring not only superior quality television entertainment to its viewers, but also to offer the best customer service possible. We have built an extensive customer service network across the country with 24-hour call centers manned by multi-lingual highly competent customer service associates,” he added.
The multi-channel capabilities of the Genesys solution integrates with Siebel, and provides Tata Sky customer service agents with a more productive and efficient work environment that takes advantage of ‘customer-priority’ based agent routing technology.
“We are pleased that Tata Sky has implemented Genesys to enhance the subscriber experience,” said Genesys APAC managing director Bruce Eidsvik. “Our best in class, multi-channel software is an ideal complement to Tata Sky’s vision of revolutionizing home entertainment in India and empowering every television viewer,” he added.
Additionally, the company also provides a personalised, voice self-service application that reduces the time that customers spend on unwanted menu options and helps transform the overall customer experience.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
