How we 'streamed' blog content for Tata Play (formerly Tata Sky)

Client

Tata Play is India's leading content distribution platform, which provides Pay TV and OTT services. It currently offers more than 600 channels and services and has over 17 million connections. Tata Play was also the first to launch multiple products and interactive services that redefined its subscribers' viewing experience.

Brief

Tata Play runs an entertainment blog called Blog Buster, which features content around sports, entertainment, lifestyle, regional content, etc. We partnered with Tata Play for three years to write engaging content around these topics to promote their services and help drive traffic to the website.

Approach

With around 20-25 deliverables a month, we had to craft a story a day or even more at times, depending on trending topics. TIC created a large team of 12 writers with specific lines of expertise and chalked out an editorial strategy to ensure a smooth process -- from ideation of stories to writing, review and delivery. The team functioned like a well-oiled machine, and ensured that we met deadlines month after month.

Outcome

Over a period of three years, we delivered over 1,000 story ideas which finally took shape as 700 high quality content pieces under 40 different genres and in a variety of formats. The characteristics of this unique project are quick turnaround times, smart writing, topicality of the blogs, and smooth coordination with the client. Analytics have shown that TIC-created content has frequently been among the top-viewed blogs for Tata Play.

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