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DTH players up pricing to cushion against losses
MUMBAI: Hurt by forex losses and a rise in operating costs, India’s leading direct-to-home (DTH) operators have decided to up prices of their channel packs and set-top boxes (STBs).
Dish TV has from July increased the price of its channel packs by Rs 20 across the board while new consumers will have to cough out Rs 200 per STB. The base pack will now come at Rs 200 while STBs will cost Rs 1,790 from Rs 1,590 charged earlier. The last price revision in the base pack was in November 2011.
Tata Sky is in agreement with Dish TV’s decision. “We will also match what others do in the marketplace. Prices had dropped by 30 per cent over the last one year and any increase is only going to be partial recovery of it at a time when the rupee has weakened against the dollar, softening from Rs 46 to Rs 56 against the US currency. It doesn’t make business sense to add more subsidies and surmount our losses,” Tata Sky MD Harit Nagpal tells Indiantelevision.com.
Tata Sky had dropped its base pack price last year from Rs 240 to Rs 180 amid stiff competition from the other DTH operators.
Airtel digital TV is also expected to follow suit. However, Bharti Airtel CEO of DTH/ Media Shashi Arora did not want to comment on the issue.
The route Videocon would take could not be confirmed as its CEO Anil Khera was not available for comment. Videocon d2h, which manufactures its STBs, plays the volume game and has the fastest growth in incremental subscribers.
Sun Direct, the Sun Group DTH company, will have less of competitive pressure to hike prices as the tendency (like Dish TV) is to leave the South India packs untouched. The south market is very price sensitive and Sun has based its rapid subscriber growth on low ARPUs.
The move by DTH operators comes at a time when the sector is facing slow volume growth compared to the last few years of explosive subscriber expansion. In FY‘12 the sector is estimated to have mopped up 9.5 million, down from 12 million in the previous year. Industry estimates peg the DTH sector to add up less than 9 million subscribers this fiscal.
“The time has come for the industry to balance between volumes and price points. We were waiting for the rupee to appreciate but there are no signs of it yet. The cost of STBs has been affected by 17-18 per cent,” says a Dish TV official.
Dish TV reported foreign exchange loss of Rs 510 million in FY‘12. In fact, the company had forex losses for the last three quarters of the previous fiscal. Dish TV will announce its first-quarter fiscal results on 19 July and the forex losses are expected to stay. The other DTH companies are not listed but all have suffered due to the softening of the Indian currency.
DTH companies who take a price increase run the risk of a higher churn rate. Dish TV has a churn rate of 1.1 per cent per month. “We will try to arrest the churn rate by adding more channels in the pack,” says the official.
There may be a marginal rise in ARPUs (average revenue per user) as consumers will have to pay more for their packages. Market estimates expect the ARPUs to go up by Rs 3-4 per subscriber. Dish TV’s ARPU for FY’12 stood at Rs 152 (exit quarter ARPU in the fiscal was lower at Rs 151).
“The primary aim, however, is not to increase revenue but to lower costs,” avers Nagpal.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
