DTH
IP Video Test and Measurement market to witness high growth
MUMBAI: From being a virtually non-existent market in 2003, the IP video test and measurement market saw significant growth in 2005.
New analysis from Frost & Sullivan, World IP Video Test & Measurement Market, finds that this market earned revenues of $52.2 million in 2005 and is likely to reach $289 million in 2010.
With telecom and cable TV companies aggressively offering triple play services, there is a rising trend among test equipment and solution vendors to offer IPTV test capability ‘within the same box’. Telecom companies are increasingly launching VoIP and offering bundled video, data and voice services to meet the intense competition from cable TV providers and the growing migration of customers to VoIP-based telephony and wireless networks.
IPTV enables telecom companies to leverage their DSL access networks, and thereby offer their customer base an additional video service to supplement existing voice and data offerings. By adopting such measures, they are able to contain losses while retaining valuable customers.
“With such intense competition among service providers, subscriber experience and quality of service become key differentiators, compelling them to roll-out monitoring systems and protocol analyzers at the same time as they launch their IPTV services,” remarks Frost & Sullivan Industry Manager Jessy Cavazos. “This factor is considered to be a strong driver, particularly for the network monitoring systems market segment, and is expected to have a very high impact on market revenues throughout the forecast period.”
Tolerance levels in IP video services are minimal compared to VoIP services, in which the conversation can be continued even if a couple of packets are lost. Thus, it becomes highly essential to have effective monitoring and troubleshooting tools when networks are deployed in the present market scenario, increasing the demand for suitable test equipment.
Again, the emphasis on quality is higher in the IP video and TV market than in the VoIP market. This poses a significant challenge to test equipment providers catering to this market. The capital costs of the test equipment used for IPTV and video are very high, running into billions of dollars. Since these costs eventually get passed on to the users, it is hardly surprising that they demand the highest quality possible to get maximum value from the service.
The challenge for test equipment providers is to keep pace with the latest technologies in IP video and TV and to be able to develop suitable solutions to test them.
“With end users looking at channel change time issues before roll-out and measuring channel change infrastructure in networks after deployment, this presents a significant opportunity for test vendors,” says Cavazos. “Frost & Sullivan believes that channel changing performance test to assess the functioning of one or more devices under test (DUT) or systems under test (SUT) in IPTV deployment is the biggest opportunity, from a customer target application perspective, in the near future.”
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.
