DTH
Tata Sky targets 16 interactive services by March 2016
MUMBAI: It was earlier this month that Tata Sky launched its Actve Fitness service at the hands of Bollywood super star Salman Khan. Targeted at health enthusiasts, it provides fitness and yoga videos produced and curated by Adarsh Gupta’s Brilliant TV and actor Suneil Shetty.
Now India’s leading operator says that it is going to launch one new interactive service every month between now and end FY-2016, to take the total to 16. Currently, it runs 10 such services ranging from cooking to Vedic maths to learning English to Urdu poetry renditions byJaved Akhtar.
Speaking to news agency PTI, Tata Sky CEO Harit Nagpal said that interactive services is a “focus area” for the DTH operator. “Now we are shifting to newer audiences, both in cities and rural areas. We need to add more services relevant to these areas.”
The content of these new services will be relevant to its subscribers, said Nagpal.
Tata Sky has around 10 million active subscribers and has earned the reputation as being amongst the innovative DTH players in India. The interactive offerings are priced anywhere between Rs 0.75 per day to Rs 7 a day, depending on the period and the type of service that the customer subscribes.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
