They are not challenging computer makers as yet but are attempting to make the

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idiot box ‘smart’. With an eye on capturing the under-penetrated TV households who cannot afford a computer currently, Tata Group firm Tata Teleservices Limited (TTSL) is launching DIALOG, a service that brings internet access on television sets. As the company claims, DIALOG is essentially the bridge between the TV and the modem.

The DIALOG device alongwith TTSL’s internet access product Photon Whiz/Plus has to be connected to a television set. This would transform the mundane TV set into a multimedia device. “DIALOG is another first by TTSL and in line with our company’s stated objective of constantly innovating and providing best-in-class services to our customers. DIALOG is an internet access device powered by Tata Photon internet access service. This will cha­nge how we use our TV sets at home,” said Abhijit San­yal, national sales head, TT­SL. The company will hold demos of the service across stores to spread awareness amongst customers.

According to figures, the internet penetration in big cities is around 8 per cent while TV penetration in middle-class households stands at 80 per cent - which points to numerous households which have TV but may not able to afford a computer/internet access currently. “Via DIALOG, we want to bring convergence. The software for DIALOG has been developed by Tata Group company, Tata Consultancy Services (TCS). We are primarily targeting users in the age group of 9-16 who are technology friendly. With DIALOG, the upfront cost is drastically reduced if one had to buy a branded PC/laptop which allows internet access,” said Sanyal.

Including a wireless keyboard, the device and internet access product will come at around Rs 9,000. The standalone cost of the device is around Rs 5,300 and will only work on the Tata Photon USB data modem, which starts at Rs 1,399. DIALOG is initially being launched in Chennai and Kolkata and will be later offered to other metros after reviewing initial responses, possibly after April 2010. TTSL may tie-up with television makers to offer a bundled product, said officials. Currently, an TV set which has AV input and outputs will be able to use DIALOG.

DIALOG has an in-built internet browser. Apart from being a medium to surf the internet, DIALOG will provide a host of other multi-media applications such as photo viewer. If a digital set-top box is connected to the TV set through DIALOG, it will also support the picture-in-picture (PIP) option as well - allowing users to brow­se the internet and watch TV simultaneously. DIALOG is portable and allows external USB port-based devices and accessories to be connected with it.