Direct-to-hme service provider Tata Sky, a joint venture of the Tata Group and the Star Group, today announced a 50% reduction in hardware price to Rs 1,499.

"The rapid subscriber ramp-up in a short span of 16 months has reulted in large cost savings for the company, which it has decided to pass on to customers. This move, combined with the recent introduction of attractively priced subscription packages (starting at Rs 200 per month), continues the company's endeavour to make digital quality television viewing possible for every family in India," a company release said.

Tata Sky will launch its high-end personal video recorder (PVR) this year. The PVR device will help subscribers pause live television, record multiple programmes and enjoy true video-on-demand. Tata Sky's parent company, Newscorp, has already launched PVR very successfully in the UK, Italy and Australia.

Vikram Kaushik, MD & CEO, Tata Sky said: "It is the confidence shown by the customers in our service that has helped us achieve the unparalleled feat of 1.5 million connections within 16 months of launch. Hence it is more than fair that we share the benefits of this feat with them. With our hardware priced at Rs 1,499, our world-class service will now be affordable for consumers across all strata of the society. We are confident that this pricing will catapult the process of digitization across the country, and will help boost the government's efforts to digitise India by 2010 for the Commonwealth Games."