Although not the first to enter the market, direct-to-home provider Tata Sky Ltd has easily taken the leadership position. What’s more, it’s getting bigger with better plans, and its newest offering – Tata Sky+. We talked to Vikram Kaushik, MD and CEO, Tata Sky Ltd to know more about the latest product.

What is the value add in Tata Sky+?

We’re offering a high quality, sophisticated set top box with a Personal Video Recorder (PVR) which has the Live Pause, Rewind and Record options. The Live Pause function works like a time machine. For example, if you’re watching a live match or news, and the doorbell rings, you can actually pause it. Better still, you can rewind it! The box supports MPEG 4. The other features include the two tuner, which allows you to record one programme while watching the other. The box can record up to 45 hours. Also, we will have more interactive services. There will be more special features like 24×7 darshan of leading temples of India, and a 24×7 matrimonial service in collaboration with Bharatmatrimony.com. We will also offer high-definition channels and more regional ones.

With Tata Sky+, is your company gearing up to meet the challenge of Airtel?

They are the ones who are new and every new company is welcome as it leads to category development. As a result, the consumer stands to gain and will get better deals and services.

But competition is increasing. BIG TV is also entering the market…

We are confident as we have access to the best technology from Sky, and the best backend support from TCS.

What is your plan for the long run? Do you plan to stay on as a premium brand with these companies coming in?

The ability to maintain one’s number one position depends on the brand’s strength. As of October 2008, we have a subscriber base of 2.7 million in India. By 2012, we are targeting eight million. If pricing becomes an issue, we will not hesitate to lower our price. But at the same time, we’re not a discount brand. The cheapest is not always the best. I would say, we’ve created the benchmark.

At Rs 8,999, isn’t the price a little on the steeper side?

For the kind of technology we’re offering, no. And for existing subscribers, we’ve a special scheme for upgradation. Also, the subscription cost remains as low as it is now. At the end of it, you won’t be able to imagine life without it.

How much has been your investment in the business?

Until now, we have invested Rs 2,000 crore and our overall investment will exceed Rs 4,000 crore in the years to come.