Among providers of direct-to-home satellite broadcasting, the Indian company Tata Play, formerly Tata Sky, plays an important role in India’s broadcasting system. Founded in 2005, it today offers services using MPEG-4 digital compression technology, broadcasting a signal from two satellites: INSAT-4A and GSAT-10. A spin-off from Tata Sons and The Walt Disney Company, the brand now offers 601 SD and HD channels, with a wide range of other active services, serving 22 million subscribers. The company is currently the largest provider of DTH services. The brand is continually expanding its capabilities, offering customers new services. So, in 2015, a contract was signed with the French company Technicolor to begin deliveries of 45K set-top boxes to the country for its customers. It is at the stage of constant brand development, reflecting current changes and promptly providing customers with complete information about their capabilities. In addition, it was decided to change the trademark, which has served users for 15 years, due to fundamental changes in the company’s structure and strategy.
Tata Play has become a new icon in India, with a visual overhaul, for 23 million households. Bringing new energy and warmth to the community’s atmosphere and adding new entertainment, the brand makes its customers’ lives even better. By using modern technologies to create new visualizations aligned with current trends, the company has become the country’s most beloved and authentic brand. Being at the forefront of change confirms its desire to always be the first in everything, both in adopting innovations and in creating new opportunities, offering advanced proposals. The new identity demonstrates success and growth prospects, and its commitment to building the trust that millions of users express in companies.
The company’s new style strategy was built on a rich heritage that helped inspire the next generation of users to see the need to join a single community with the company. The brand has managed to attract the attention of those well-versed in modern digital technologies, but who need to increase their spiritual and cultural “food.” A new vision of further prospects required a name change to reflect it more accurately, uniting the idea and purpose as a whole.
