Tata Play has introduced the Tata Play Smart app, a new live television streaming service that allows viewers to watch more than 500 live TV channels on compatible Smart TVs without requiring a set-top box, dish antenna or traditional DTH wiring. The service is designed to bring the familiar television viewing experience to internet-connected devices, with subscription plans starting at ₹199 per month.
The launch also features a new advertising campaign starring National Award-winning actor Rajkummar Rao, who plays two contrasting characters in a light-hearted promotional film.
With Tata Play Smart, the company aims to serve households that prefer watching live sports, news, entertainment channels and daily television serials on their Smart TVs using a broadband connection.
What Is Tata Play Smart?
Tata Play Smart is an app-based live television service developed for connected televisions and other compatible devices.
Unlike conventional Direct-to-Home (DTH) services, the app does not require the installation of a dish antenna or a physical set-top box.
Instead, viewers can download the application from a supported Smart TV app store and access live television channels through an internet connection.
The service is available to consumers regardless of whether they currently subscribe to Tata Play DTH, another DTH provider, cable television or no pay-TV service.
Tata Play Smart offers more than 500 live television channels, bringing traditional television programming to connected screens through a familiar interface.
Tata Play Smart Subscription Price Starts at ₹199 Per Month
The subscription model is designed around the language preferences of individual households.
Consumers can select the languages in which they prefer to watch television content and choose a monthly subscription accordingly.
Tata Play Smart plans start at ₹199 per month, offering a single subscription plan for the household based on the selected viewing preferences.
The service focuses on live television viewing rather than requiring consumers to install additional television reception equipment.
Subscribers can access their selected channels through a supported device and an internet connection.
Tata Play Smart App – Price, Channels and Supported Devices
| Details | Information |
|---|---|
| Service Name | Tata Play Smart |
| Service Provider | Tata Play |
| Service Type | Internet-Based Live TV Streaming |
| Live TV Channels | 500+ |
| Starting Subscription Price | ₹199 Per Month |
| Subscription Model | Monthly, Based on Language Preferences |
| Smart TV Platforms | Samsung, Android TV, Google TV, VIDAA, Fire TV |
| Mobile Platforms | Android, iOS |
| Other Supported Devices | Tablets, Laptops |
| Set-Top Box Required | No |
| Dish Antenna Required | No |
| Internet Connection | Required |
| Existing Tata Play DTH Connection | Not Required |
| Advertising Campaign Star | Rajkummar Rao |
| Advertising Agency | Ogilvy |
| Campaign Director | Advait Chandan |
Tata Play Smart Supported TVs and Devices
The Tata Play Smart application supports several major Smart TV operating systems and connected television platforms.
The supported platforms include Samsung Smart TVs, Android TV, Google TV, VIDAA and Amazon Fire TV.
The application is also available for Android and iOS smartphones and tablets. Viewers can access the service on compatible laptops as well.
This wider device support allows consumers to watch live television without being limited to a traditional television connection.
Users can download the application directly from their supported device’s app store.
A broadband or other suitable internet connection is necessary to stream live channels.
Familiar Live TV Experience With Channel Numbers and Programme Guide
One of the major attractions of Tata Play Smart is its familiar television interface.
Although the service operates through the internet, the viewing experience is designed to resemble conventional DTH television.
The app includes channel numbers, a programme guide and controls suitable for television remotes.
These features allow viewers accustomed to traditional cable or DTH services to navigate live channels without having to learn an entirely different viewing system.
The service is particularly relevant for households that regularly watch scheduled television programming, including news broadcasts, sports events and daily entertainment shows.
By combining familiar television navigation with internet-based delivery, Tata Play aims to make the transition to connected television more convenient.
Tata Play CEO Harit Nagpal on the Launch
Speaking about the launch, Harit Nagpal, Managing Director and CEO of Tata Play, highlighted the continuing importance of live television even as broadband and Smart TV adoption change how households access entertainment.
He explained that viewers still prefer watching sports, news and daily television serials live on the big screen at scheduled times.
According to Nagpal, traditional DTH services continue to serve a large consumer base, while Tata Play Smart has been developed to address the infotainment requirements of urban households with wired broadband connections.
The new service therefore complements Tata Play’s existing DTH business by providing an alternative for consumers who prefer internet-connected television.
Rajkummar Rao Features in Tata Play Smart Advertising Campaign
Tata Play has launched a promotional campaign featuring National Award-winning actor Rajkummar Rao to introduce the new streaming service.
In the campaign, Rajkummar Rao takes on a dual role, portraying both a father and a daughter.
The humorous exchanges between the two characters highlight the convenience of watching live television without a set-top box, dish antenna or additional wiring.
The advertising campaign has been conceptualised and executed by Ogilvy, with Advait Chandan directing the promotional film.
Speaking about the association, Rajkummar Rao explained that the concept appealed to him because it retains the familiar essence of television while adapting to modern viewing habits.
The actor also described the experience of portraying two characters within the same frame as creatively challenging.
Switching between different appearances, body language, emotions and perspectives was an important part of his performance.
The campaign uses humour to communicate the simplicity of app-based live television.
Tata Play Smart vs Traditional DTH Television
The principal difference between Tata Play Smart and conventional DTH television is the method used to deliver live channels.
Traditional DTH services rely on a dish antenna and set-top box to receive television signals.
Tata Play Smart delivers live channels over the internet through an application installed on a compatible device.
This eliminates the need for separate DTH reception equipment when using the new service.
However, consumers will require a suitable internet connection and an active Tata Play Smart subscription.
The app’s channel-number system and programme guide are intended to retain the convenience associated with conventional television services.
How to Watch Tata Play Smart Live TV Channels
Consumers interested in Tata Play Smart can install the application on a supported Smart TV or compatible mobile device.
After installing the app, users can choose their preferred content languages and select an available monthly subscription plan.
Once the subscription is activated, viewers can access the live television channels included in their chosen package.
The service can be used without an existing Tata Play DTH connection.
Tata Play Smart brings 500+ live TV channels to compatible connected devices, with plans starting at ₹199 per month.
The launch marks another step towards internet-based television distribution in India, offering consumers an alternative to conventional DTH and cable television installations.
Stay tuned to Kerala TV for Tata Play Smart updates, live television streaming services, Smart TV applications, Malayalam TV channels and Indian television broadcasting developments.
