Sweden's telecom and media equipment maker Ericsson today said it has supplied Tata Sky with an advanced TV system, which will help viewers watch on-demand and catch-up TV.

The deployment is one of the first in the world to be based on Ericsson's Media Delivery Network (MDN), a media-centric solution for the distribution, delivery and content management, Ericsson said in a statement.

Catch-up TV allows subscribers to watch programmes from previous days, while on-demand facilitates watching films from Tata Sky's movie library.

Ericsson already has a partnership with Tata Sky for providing head-end system for the launch of high definition (HD) services this year.

"We are pleased to provide the ability (to subscribers) to select their favourites from our exciting range of programmes on-demand, whenever they want to watch them," Tata Sky Chief Technology Officer Yigs Riza said.

Ericsson will also provide managed services for the operation and maintenance of the project.

"The pay-TV market in India has now reached over 100 million subscribers. Considering the market potential, operators are looking at offering differentiated services in this increasingly competitive environment," Ericsson India President and Head of Region Fredrik Jejdling said.