DTH
MEASAT 3b active; Sun Direct awaits regulatory clearances
MUMBAI: The MEASAT-3b satellite, which is co-located at 91.5 degree, has now finally gained the status of being active. However, Sun Group’s direct to home (DTH) arm Sun Direct is still in the process of getting regulatory clearances. The DTH operator will soon be able to avail the benefits that the satellite will offer.
Speaking to Indiantelevision.com Sun Direct CEO Mahesh Kumar says, “We are still in the process of getting all the regulatory clearances.”
In may be recalled that in May last year, Sun Direct was looking at adding nine more transponders from its current four, to increase its High Definition (HD) and Standard Definition (SD) channel capacity. However, the delay in the launch of MEASAT-3b satellite that was to enable Sun Direct help add the additional transponders played spoilt sport. The satellite which was set for launch on 6 June 2014 (7 June Kuala Lumpur time), was postponed after the manufacturer of the MEASAT-3b co-passenger requested time for repairs to their satellite.
In September 2014, Ariane 5 ECA successfully launched two communications satellites Optus 10 and MEASAT 3b. MEASAT 3b, which is equipped with 48 high-power Ku-band transponders would enable DTH services not just in India but also Malaysia, Indonesia and Australia. It would be serving more than 18 million households, according to Measat.
Kumar had previously stated that with the extra capacity, the operator’s current HD offering would go up to 30 and expected the number of SD channels to go up to 350.
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.
