Tata Sky partners with Shemaroo Entertainment for video service

Tata Sky, the direct-to-home (DTH) operator, has linked up with Shemaroo Entertainment, the content house, for launching an ad-free video service that will be available around the clock. The service, entitled ‘Tata Sky Gurus’, will offer teachings of spiritual gurus on its interactive platform.

Subscribers of Tata Sky will be served with live feeds from Sadhguru Jaggi Vasudev’s ashram in Coimbatore and the Brahma Kumaris ashram in Mount Abu and exclusive guided meditations in Sri Sri Ravi Shankar’s voice and his wisdom. Talks and discourses will be delivered by the spiritual gurus. Topics will revolve around human emotions, challenges and complexities of life. Users will also be accessible to satsangs, meditations, interviews, explanation of scriptures and important events.

Pallavi Puri, the chief commercial officer at Tata Sky, said: “Curated and targeted content is what today’s consumer asks for. Amidst the cluttered content space, we observed that there was need for a dedicated service for spiritual seekers—people who are looking for spiritual guidance or already follow India’s most popular spiritual gurus”.

Further, she said: “Tata Sky Gurus is a service where they can have unlimited access to their gurus’ teachings and thoughts, whenever they want. We partnered Shemaroo to create this service and unlimited content including live feeds from the gurus’ ashrams”.

On the other hand, Hiren Gada, the director at Shemaroo Entertainment, said: “With the increasing stress and pressure in individuals’ lives, the importance and urgency for spirituality has grown. We believe this is the right time for a service like Tata Sky Gurus to be launched”.

“Indian consumers have a huge appetite for a subject like this and with high quality content now being easily accessible, we hope the audiences will have a rich experience. Shemaroo Entertainment has been an active player in the devotional space and through this service we are adding a new dimension to our offerings”, he also said.