MUMBAI: In yet another first, DTH operator Tata Sky has introduced the first ever daily recharge voucher empowering subscribers to pay only for the days they watched TV. This pioneering concept allows a minimum recharge value starting at Rs 8, making it the smallest denomination of recharge voucher in the television viewing sector globally.

This innovation by Tata Sky puts the subscriber in control of his/her TV viewing expenses. There are a substantial number of subscribers who pay a monthly charge, but for some reason or another are unable to view TV on a daily basis.

Tata Sky’s daily recharge enables them to now choose when to pay for their TV viewing. For a large part of the population, they can economize and re-charge their set top box on days when electricity is available, or when they are back from vacation. Similarly, they can decide on days when not to recharge for example during exam days or when travelling away from home.

Tata Sky MD and CEO Harit Nagpal said, “We are confident that the introduction of Tata Sky’s ‘Daily Recharge’ will gain traction across the nation. The ‘Daily Recharge’ option available at Rs 8, 10, 20, 50 and 100 enables us to put power in the consumer’s hands to choose their level of convenience. It also elevates the DTH sector by redefining the pace of digitization and reach to markets nationwide.”

With the understanding that there is a demand in smaller towns and villages for bite sized consumption (much like shampoo sachets and small sized mobile recharges), the ‘Daily Recharge’ card enables Tata Sky to make inroads into these untapped markets. Moreover, with digitization phase III still a year away, this plan should help accelerate acceptance of DTH sector in India.