TataSky launches interactive service with Javed Akhtar

Direct-to-home operator TataSky today launched poetic literature-based interactive service 'Actve Javed Akhtar' in partnership with the celebrity lyricist in order to expand the range of differentiated content it provides to its customers.
Under this service, Akhtar will read out poetry and dohas of yesteryear poets, including Ghalib, Mir, Kabeer and Rahim, which will be followed by poems and dohas sung by contemporary artists.
Tata Sky has partnered with music television channel Insync to collaborate with composers and 50 singers to create original songs for the service.
"We want to offer differentiated content for our subscribers and every few months we try to launch some service. We are very bullish on this.

We have been working on this service for 12 months now. Work has gone in selecting poetry, shooting it with Javed Akhtar and then putting all of them to music," Tata Sky Chief Commercial Officer Vikram Mehra told PTI.
"We have a large amount of content ready. Every day some new content will be there for subscribers of this service," he added.
When asked about the investment the company has made into this service, Mehra said: "These are high ticket items and we will launch a big advertisement campaign around it."
The interactive service will be available for a monthly subscription of Rs 99 per month.