Case Study: Tata Sky launches India’s first VOD service with Ericsson

Tata Sky first in India to launch a Video On Demand Service, offering enhanced choice and flexibility

Tata Sky, one of India’s leading DTH providers, wanted to capture the emerging Video On Demand market ahead of competitors while creating new revenue streams and keeping costs low for price-sensitive Indian consumers. The challenge was to deliver high-quality VOD and Catch Up TV despite limited broadband speeds and the need for a highly scalable, cost-efficient platform. Tata Sky worked with Ericsson, using Ericsson’s Progressive Download System, Content Management System, Time-Shifted TV, Xport Producer, and Media Delivery Network.

Ericsson implemented and tested the end-to-end VOD solution, supported by managed services and 24/7 operations, to ensure reliable delivery across India’s network conditions. The result was Tata Sky’s launch of India’s first VOD service, giving subscribers access to thousands of movies, concerts, and TV shows, plus Catch Up TV up to five days after broadcast. The solution provided enhanced choice and flexibility, reduced churn, and was designed for massive future scale at low operating cost.

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