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Tata Sky Binge delivers aggregation across 11 streaming apps, powered by ThinkAnalytics

London(29 Jul 2021)

Tata Sky, one of India's leading content distribution platforms, is delivering OTT aggregation with the introduction of Tata Sky Binge. ThinkAnalytics’ Think360 cloud-based personalized content discovery and viewer engagement platform is now live on Tata Sky’s Binge Fire TV Stick service and Binge mobile app.

Binge subscribers now benefit from personalized recommendations across 11 premium streaming apps as well as thousands of titles from the Tata Sky VOD library, including all TV shows aired over the previous seven days. The solution operates in the AWS Cloud and recommends content across 30+ languages with support for more languages expected in the future.

Binge aggregates content from popular streaming services such as Amazon Prime Video, Disney+ Hotstar Premium, ZEE5, Sony Liv, Hungama Play, Eros Now, ShemarooMe, Voot Select, Voot Kids and CuriosityStream. It gives subscribers an affordable way to access OTT content on their smart TV using Tata Sky Binge on Amazon Fire TV stick - Tata Sky edition, while the mobile app lets each existing Binge customer access the service on up to three registered iOS and Android devices. Tata Sky recently launched more affordable mobile only plan giving more flexibility to the consumers to select a pack of their choice.

Tata Sky benefits from an impressive array of ThinkAnalytics machine learning algorithms and techniques for recommendations, as well as numerous use cases to meet the business requirements for the Binge SVOD service. The extensive selection of use cases includes: personalized banners; new releases; catch-up for you; movies/TV shows for you; because you watched this; and personalized genre rails spread across multiple sections on the platform.  By combining algorithms and techniques in a single use case, Tata Sky believes it can create dynamic user experiences personalized for every viewer on a choice of screens, reducing churn while boosting satisfaction, loyalty, and engagement. 

Think360’s ThinkMetadata solution also allows Tata Sky to apply AI and machine learning to generate multi-dimensional tags across the Binge service that define the DNA of each asset at a granular level – for example, the different elements of a plot, narrative styles, formats and moods. This boosts viewer engagement. 

Tata Sky first deployed Think360 in May 2019 on the Tata Sky mobile app for its live and VOD DTH service. The ThinkAnalytics platform has delivered an impressive array of viewer metrics including increase in average watch time. 

Talking about the service, Pallavi Puri, Chief Commercial & Content Officer, Tata Sky said, “Discovering content-of-choice from across OTT platforms is one of the key offering of Tata Sky Binge. ThinkAnalytics’ tools have helped us deliver personalized recommendations to every Binge subscriber across devices. Our shared vision and collaboration have not only accelerated viewer engagement, but have also made Binge a valued product for our subscribers.”

“Boosting subscriber loyalty and engagement while reducing the risk of churn is essential in today’s competitive market. Tata Sky’s Binge aggregation service allows subscribers to benefit from Think360’s personalized recommendations across a massive catalog of regional and international content from numerous sources for the ultimate tailored viewing experience on their screen of choice,” added Peter Docherty, Founder and CTO, ThinkAnalytics.


About Tata Sky

Tata Sky Limited, is a joint venture between Tata Sons and TFCF Corporation (formerly known as Twenty-First Century Fox, Inc.). Incorporated in 2001 and initiating services in the year 2006, Tata Sky is one of India's leading content distribution platform providing Pay TV and OTT services. Tata Sky was one of the first Direct to Home operators to launch customized channel packs & ala-carte channels along with multiple products and platform services, that helped redefine content consumption and viewing experience of its subscribers. 

About ThinkAnalytics

ThinkAnalytics is the leading content discovery and viewer analytics solution worldwide, enabling video service providers, studios, broadcasters and media companies to deliver personalized experiences to their customers resulting in significant uplift in viewer engagement, loyalty and ARPU. ThinkAnalytics delivers content discovery and viewer insights to over 80 service providers serving approximately 400 million subscribers in 43 languages with 6 billion recommendations per day, making the company the largest independent content discovery platform worldwide.

Customers include: HBO Latin America, DirecTV Latin America, Liberty Global, Deutsche Telekom, Astro, Proximus, Rogers, Sky, Singtel, Tata Sky, and Vodafone.