Tata Sky's PVR services awarded to O&M

In an multi-agency pitch, Tata Sky has awarded its creative duties of its personal video recorder (PVR) services to O&M. The size of the account is estimated to about Rs 10 crore. The other agencies that had taken part in the pitch included Contract Advertising, Rediffusion DYR and McCann Erickson.

Meanwhile, current agency Rediffusion DY&R continues to handle the mother brand's creative duties. Maxus continues to be the media agency for the new product as well. OgilvyAction is in charge of the outdoor work.

Vikram Mehra, chief marketing officer, Tata Sky, confirming the development to Televisionpoint.com, says, "O&M would handle specifically the business for the new offering PVR, which would be launched later this year."

The PVR device will help subscribers pause Live TV, record multiple programmes, and enjoy video-on-demand. The device has already been launched by Tata Sky's parent company News Corp in the UK, Italy, and Australia.

Recently, Tata Sky had unveiled an new TVC with its brand ambassador Aamir Khan, who plays a dual role of a Punjabi couple bickering on their wedding night.

According to reliable sources, the creative team that created the earlier Jhingalala campaign's for the mother brand has moved out and the new team has made a good effort to match up with Khan TVC. However, one can wonder whether the main brand, Tata Sky, will be phased out of Rediffusion DYR in the near future term.