Tata Sky is attempting to calibrate its offerings based on feedback, while telling the audience it is ‘premium’ only on offering, not price.Creating a certain perception about a category or brand is, arguably, easier than changing entrenched perceptions. The latter challenge for the DTH category, and itself in particular, is what Tata Sky has taken up — starting with the perception that it is ‘expensive’ and ‘inflexible’. And, like any services category, DTH is replete with challenges of...
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