DTH
Videocon teams up with Cisco for 4K broadcast
MUMBAI: Direct-to-Home (DTH) company Videocon d2h tied hands with Cisco AnyRes Live UHD Encoders to launch its 4K-enabled Ultra High Definition viewing experience.
This is the global launch of Cisco’s 4K encoder and a redefinition of TV viewing. The 4K encoder brings best-in-class quality for real-time media delivery applications such as live sports and 24-hour programming. The announcement comes in the midst of the on-going ICC Cricket World Cup 2015.
4K resolution offers 8.3 million pixels to display a high definition picture even when viewed up close. This comprehensive platform can be scaled up to stream multiple formats to any device, including iPhone, iPad, feature phones, and smartphones, as well as delivering pristine Ultra HD video to televisions.
Technical highlights:
• Delivers highest quality encoding using an HEVC/H.265 codec developed by Cisco
• Wide range of frame rates from 24 fps all the way up to 60 fps
• Virtually flawless pictures achieved with 10 bit colour depth
• Reliable transmission with an UHD input front end offering robust synchronisation to the live signal feeds
• Capable of SD, HD, Full HD or Multi format ABR encoding using H.264 as well as H.265
• Various baseband graphics processing features, including logo insertion.
The launch of 4K encoders on the Videocon d2h platform marks the first ever deployment of Cisco AnyRes Live UHD Encoder in the world and will be followed shortly by two more customer deployments in Asia Pacific.
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.
