It was not all sudden IM bro.Absolutely, the sudden press conference and that too Just one day before Tata sky itself proves That they out signed them just to steal the launching 1st tag.
It would be a shock and bad experience for Tata Sky to lost this opportunity.
If we remember, It is Videocon d2h who declared the completion of mass production of M-Star-D2h 4K UHD boxes much before TS considering the fact that DIV-X HEVC licence tag will come under Videocon d2h too as M-star own it.
Then after TS only followed the path of making tie up with Technicolor for production of 4K STB which will come in 2015,announcement came in period of 2 months after. (we can check in threds)
So its Videocon D2h who ensures their Future Ready Technology n 4K DTH tAG reaches to mass on time and not other dth could take advantage of it before them.