It's plus strand

yes, the TATA box (and broader idea, the promoter) is sequence read on the sense (non-template) strand for convention.

The top strand, which is drawn 5' to 3' and which contains the promoter sequences in the conventionally written orientation (such as the TATA box) and which has the same sequence as the new RNA (except for U instead of T) is the plus strand or the sense strand or the non template strand or the coding strand. The bottom 3' to 5' strand is the minus, or template, or antisense strand.

Your sequence therefore is the coding strand, but the RNA is transcribed off of the non-coding, template, or antisense strand.

If we are talking about viruses and their RNA genomes(eg:HIV), the negative strand DNA synthesis by reverse transcriptase occurs in the host cells, when the virus infects the host. And then, plus DNA formed by complementing this minus DNA.

RNA polymerase runs in one direction and is making up a single strand of mRNA. So, the strand not copied in the antiparallel double stranded DNA is called the nonsense strand. ( sense strand is copied )