DTH service provider Tata Sky is focusing on enhancing value-added services under the platform 'Active' services.
The company by airing educational content in association with group company Tata ClassEdge is aiming at an additional 10 percent new value-added services (VAS) customers, according to Tata Sky CCO Malay Dikshit.
"Currently 25-27 percent of our connections are using active services (VAS services) out of 17 million connections," Dikshit said in Kolkata on Thursday after the launch of Tata Sky Classroom.
He said around 60 percent of new Tata Sky customers were from the rural and semi-rural background.
Edutainment services account for only 15 percent of the total VAS services while entertainment services take up the majority of the VAS at 40 percent of the total pie. The rest 35 percent of its VAS revenue comes in from lifestyle offerings, officials said.
"The share of edutainment revenue to the total VAS revenue is likely to go up phenomenally as we are getting serious in the field of education as a service on our network," Dikshit said.
However, Dikshit declined to share the VAS revenue of Tata Sky, but said the new value proposition in education would help the company expand further into households.
The Tata group-owned company recently tied up with another group company Tata ClassEdge to provide educational content on television from Class 5-8 in the fields of mathematics and science with monthly charge of Rs. 59 per month onwards.
Tata ClassEdge has set a target to reach 10 million students by 2025. Since 2011, it has been able to cover a base of 1.5 million students through direct tie ups with 1,300 schools.