Tata Play has launched Tata Play Smart, a television streaming app that offers access to over 500 live TV channels on connected TVs without requiring a set-top box, dish antenna or wires.
Actor Rajkummar Rao plays both a father and a daughter in the launch campaign, which was conceptualised and executed by Ogilvy and directed by Advait Chandan.
Tata Play Smart
Users can download the app directly from their smart TV’s app store, regardless of whether they use a DTH service, a cable connection or no paid TV service. The app delivers live TV over home broadband and allows viewers to watch using any internet connection on compatible smart TVs, mobile phones, tablets and laptops.
On smart TVs, the app features channel numbers, a programme guide and remote-friendly controls. Some channels and programmes may also offer catch-up viewing after they air, depending on the broadcaster and programme.
Pricing and availability
Tata Play Smart offers one monthly household plan starting at Rs.199 per month. Subscribers can choose the languages in which they watch content. The app is available on Samsung, Android TV, VIDAA, Google TV and Fire TV, as well as Android and iOS mobile phones and tablets.
Speaking about the launch, Harit Nagpal, MD & CEO, Tata Play, said,
The consumer’s core need to watch sports, news and daily soaps live on the big screen as appointment viewing has remained unchanged even as Smart TVs and home broadband have transformed the way content is accessed by connected homes. While DTH continues to deepen its reach across the masses, Tata Play Smart is designed to address the infotainment needs of wired urban homes.