Direct-to-home television operator Tata Sky today launched a new application that allows watching live television programmes on mobile phones as the company looks to popularise its brand further.

Named ‘Everywhere TV’, the company said it will charge Rs 60 per month from its existing customers, who can initially watch over 50 channels on their mobile phones.

“The idea is to let our subscribers watch TV while they are travelling or when they are out of home. All that they need is a good 3G mobile connection or a wi-fi connectivity,” Tata Sky Chief Commercial Officer Vikram Mehra said.
After Dish TV, Tata Sky launches live TV programmes application for mobiles

He said the move is part of the company’s plans to popularise the Tata Sky brand further in tune with the ever evolving customer demands.

“We started the ‘a la carte’ option to let customers choose what channels they want to watch, we introduced the recording option so that they can watch programmes later. Now, our next step is to let them watch live while on the move via mobiles,” Mehra said.

Bullish on the new offering, he said the company had done a research and found that the amount of time subscribers spend on commuting is 76 minutes everyday.

“Most of the people travelling in train or by car watch some kind of video content on their phone. This shows that there is a huge potential for Everywhere TV,” he said.

Further, it was found that 88 per cent of subscribers had either a smartphone or tablet or both. Also, they have either an apple or an android in the smartphone category which shows that there is a huge potential for TV on the go, Mehra added.

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