Tata Sky launches TruChoice, giving the option of choosing channels

Tata Sky, India's leading DTH service, introduces the much awaited solution to everyone's dilemma: you need not pay for unwanted channels any more. TruChoice ' the unique customer friendly initiative from Tata Sky, finally gives its customers the option to view channels according to their taste, budget, and language or genre preferences.

Recent research has revealed that the one thing TV viewers resent is that they are forced to accept predefined bundles which include several unwanted channels, and then pay for content that they don't watch or often even understand. North Indian subscribers, for instance, complain about having to pay for south Indian regional channels and vice versa.

TruChoice, the new clutter-breaking initiative, clubs channels of the same genre together in ONE pack and gives subscribers the flexibility to choose the content they want to view and pay for. This means that henceforth no subscriber will need to surf through unwanted channels to view their favorite show.

That's not all¦all paying subscribers of TruChoice packaging will also get 2 regional language packs of their choice free of cost for a lifetime. Thorough segregation of the genres based on languages enhances choice, simplifies the decision, and drastically improves the entertainment experience for all subscribers.

Vikram Kaushik, CEO & MD, Tata Sky Ltd. and Vikram Mehra, Chief Marketing Officer, Tata Sky Ltd. said, "The hallmark of Tata Sky is the significant value we have always offered to our subscribers through a host of customer-centric products and services. Our new packaging model "TruChoice' is a significant new step that underlines our customer-orientation. This initiative is aimed at providing better value and greater consumer satisfaction and demonstrates the superiority of Tata Sky as a DTH service. It is the result of extensive consumer research which showed that subscribers view multiple channels within the same genre. TruChoice is easy to understand and is flexible, allowing you to choose a group of channels based on your preference. Now a South Indian doesn't have to waste his money on Punjabi channels and a family with no children in their home, need not pay for kids entertainment channels."

"With this slew of new initiatives namely, our customer-oriented "TruChoice' packaging, hardware priced at Rs 999, and the once-in-an-year Subscription Holiday, Tata Sky is redefining television viewing for millions of families across India. The company remains focused on providing exceptional customer service to all Tata Sky subscribers to ensure that they have access to the finest quality premium content and local and international channels in carefully selected bouquets designed to meet the viewing needs of the whole family," added Kaushik and Mehra.