MUMBAI: Look now, it’s changed. In its tenth year, Tata Sky has adorned a new logo. For years, consumers were used to the swish of the dish in between the Tata and Sky. Now, the swish has gone and the Sky in the logo is exactly like that of the DTH operator’s UK partner, Sky TV. The lettering and the font have gone onto being 3D while the Tata in the unit has continued to stay flat.

Both Tata Sky and Sky have earned immaculate respect as top notch DTH providers in their respective countries. “In fact, adding the UK Sky logo in Tata Sky is an indicator of the fact that the two companies are working very closely with each other,” says an industry observer.

Industry sources indicate that Tata Sky CEO Harit Nagpal and team have constantly been picking up best practices from other Sky ventures globally and incorporating them in the their firm’s culture.

Speaking at a conference in China recently Nagpal said that a customer subscribing to Tata Sky is doing so to watch television and not to speak with the company. “Hence, he should not need to contact us,” said Nagpal.

He went to add that customercentricity in Tata Sky is driven by “fear and paranoia and it comes right from the top and it is led by him, the CEO.”

He also quipped, “In the end, we are not here to sell. We just help people buy.”

The new logo should go some way in helping it achieve that objective.