Tata Play announces ground-breaking price of Rs 999 for hardware

First of its kind ‘No conditions apply’ offer

Mumbai, 15th September 2010: After breaking multiple price barriers in the Indian DTH industry, Tata Play Ltd., the joint venture between the TATA Group and STAR today reveals yet another ground breaking milestone by announcing the launch of an unimaginable affordable price of just Rs. 999/- of its set-top-box.

This path breaking, first-of-its-kind, ‘No conditions apply’ offer that will redefine the DTH landscape in the country and reinforces Tata Play endeavor to make digital quality television viewing possible for every family in India. The Tata Play set-top-box would be made available across the country in all leading consumer electronic outlets.

Announcing the new pricing strategy, Mr. Vikram Mehra, Chief Marketing Officer, Tata Play Ltd. said, “The key hallmark of Tata Play is to offer significant value to our subscribers with a host of unique value-added initiatives. We were the first to break the rupee 100 price barrier in packaging, first to introduce HD service at an unimaginable price point and now, the first to provide a world-class quality DTH service at an affordable price point. With our hardware priced at Rs 999, our world-class service will now be affordable for consumers across all strata of the society. We are confident that this pricing will catapult the process of digitization across the country and will help boost the government’s efforts to digitize India by 2010 for the Commonwealth Games.”

Tata Play currently offers subscribers the perfect blend of over 191 channels ranging news & entertainment, kid’s entertainment, music and sports for every member of the family. Moreover, Tata Play has made TV viewing a two-way experience with a host of unique innovative customer centric interactive services under the brand name, ACTVE. Education services for the young, English speaking lessons for housewives, cooking recipes-on-demand and 24x7 Darshan of leading temples on TV have been firsts in the Indian market and appeals widely among our subscribers.  Today, over one million Tata Play homes are using the Education services such as Actve English, Actve Learning and Actve Wizkids.

Clocking a record-breaking 1 million connections in its first year, Tata Play has established itself as the fastest growing premium pay TV platform in India and recently achieved the unparalleled feat of 5.5 million connections.

Tata Play is now available in almost 5000 towns, making its distribution network the widest offered by any DTH company in India. The company recently revolutionized home entertainment with the launch of attractively priced High Definition Service.  In a short time, Tata Play has carved a niche in the rapidly growing Indian pay TV market by taking on the singular and onerous responsibility in creating a platform offering world-class entertainment.

Tata Play Ltd., the JV between the TATA Group and STAR is committed to offering viewers the best of pay television through its nationwide satellite television service. Tata Play offers subscribers over 191 channels and interactive services in DVD quality picture and CD quality sound. For more information on Tata Play, visit qa-portal.tataplay.com.