MUMBAI: After creating quite a stir in the industry by introducing its Rs 8 daily recharge voucher, Direct to home (DTH) service provider Tata Sky has rolled out customized packs specifically targeted towards the Southern markets in India.

These modular packs called the My 99 pack, enables viewers to avail varied regional channels at a reasonable cost along with a base pack of Rs 99.

According to Tata Sky chief communications officer Malay Dikshit, the move will help Tata Sky to tackle analog users in the region situated within urban and rural areas.

“Being price and value sensitive, subscribers were keen to do away with the other language channels that they didn’t view as a part of their base pack and stick to a bouquet of only their favorite language channels. My 99 pack is the answer for all those subscribers,” Dikshit said.

The My 99 pack comprises over 100 channels across genres such as general news, entertainment and movies to which subscribers can add as many language channel packs (Tamil, Telugu, Malayalam and Kannada) of their choice. Available to new as well as existing subscribers, this pack is specifically conceptualized keeping in mind the requirements of the subscribers residing in the south. The DTH operator is looking at adding new subscribers by launching this initiative.

With the challenge of digitization across the state, such customized and mini packs is also likely to give the DTH sector the much-needed push.