on the first anniversary of the PVR, Tata Sky has slashed prices by 50 per cent on the PVR. In less than ten days, 4,000 new users have come on board, of which a substantial number are going in for the second PVR. The target is to convert 8-10 per cent of their current subscriber base in a year to Tata Sky+.

Meanwhile, Kaushik also explains that Tata Sky will never take its eyes off average revenue per user (ARPU) in a bid to get more subscribers. "The DTH market is not a volume game-it's about getting higher ARPUs (average revenue per user), which in turn helps to cover the subscriber acquisition costs as fast as possible." said Kaushik.

This explains the company's strategy to focus more on Tata Sky+, while continuing to add subscribers for its base service, which is also at a premium over services of other players. It has recently slashed the price of Tata Sky + by Rs 4,000 from Rs 8,999 to Rs 4,999.