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Tata Sky launches first ever DTH Karaoke on OOH
by Nabamita Chatterjee | February 21, 2014
Kolkata experienced music & celebrations with the Tata Sky Karaoke service through an appealing out-of-home activation
Leading DTH player, Tata Sky, announced the launch of a new video-based music service, Karaoke in partnership with Hungama.com. Tata Sky Karaoke was launched in Kolkata with a unique experience zone set up in the New Market area, where public were invited to live Tata Sky’s living room and sing along on the Karaoke set up. The objective behind this outdoor activation was to hit the right chords among the Tata Sky subscribers with a promise to bowl them over with this musical experience. This offering aims to attract the Tata Sky subscribers in Kolkata who can now aspire to be singers.
Commenting on the launch, Vikram Mehra, Chief Commercial Officer, Tata Sky said: “The love for singing & dancing is epitomized by Bollywood movies. Be it wedding celebrations, a picnic or a night out with friends, singing our favourite Hindi songs in loud chorus adds tremendously to the fun factor of any evening. Capitalizing on this sentiment, Tata Sky Karaoke enables our subscribers to share a few laughs and great moments with family & friends without the need for an occasion. Simply, tune into the service any time of the day for non-stop entertainment.”
Neeraj Roy, Managing Director and CEO of Hungama.com also emphasized that, "Hungama's relationship with Tata Sky has been deep rooted with the vision of providing entertainment to their consumers. Music is a derivative of films that generates mass appeal and now we are presenting a new innovation to the consumer giving them the ability to watch and sing music with Active Karaoke. A first in the industry this should prove to be a game changer of how the masses will enjoy music."
The outdoor activation helped the huge audience who gathered there in understanding the benefits of the service as unlike other traditional Karaoke services, Tata Sky’s Karaoke service showcases music videos along with lyrics which enhances the overall singing experience. A distinctive feature of the service is the ‘Sur Meter’ that rates an individual’s singing performance and provides for interesting competition opportunities.