In a first for India, Tata Teleservices has announced that it will compensate customers for failing to meet pre determined levels of service standards. The company has identified five areas where it promises to pay back customers if pre-set levels of service are not met. In another first Tata Docomo, a cell phone service provider, started charging customers per second instead of per minute thus reducing phone bills. It is a real pity that Tata Sky which provides television channels Direct To Home, or DTH, via satellite is still ripping off customers by a pernicious practice called " bundling " in which unpopular channels are packaged with popular ones and the customer charged for the entire package. The customer is not given the option of choosing individual channels according to viewing preference. This has the effect of concealing the number of viewers actively opting to pay for watching certain channels. If the real numbers become common knowledge advertisers will pull all commercials from these channels. To entice viewers these channels will be forced to drop viewership charges and thus will suffer a fall in profits. By bundling them with popular channels the DTH companies disguise viewer numbers and help foreign companies rob Indian customers. E mails to Tata Sky are met with insulting answers such as, the company cannot do anything until the Telecom Regulator, TRAI comes out with guidelines. Indians have a faith in the integrity of Tata companies. It is unfortunate that the management of Tata Sky is so backward compared to Tata Teleservices.