DTH
Reliability issues turn off mobile TV users in Europe
MUMBAI: A survey of 22,000 European mobile users commissioned by Tellabs has revealed that a high percentage of early adopters of mobile TV and video services are snubbing a second helping. The research, conducted by M:Metrics in the United Kingdom, Germany, Italy, France and Spain, brought up an interesting issue: on average, former users of mobile TV and video outnumber current users by more than 19%. Users cited price, quality and reliability issues as the main reasons why they do not come back for more.
“At 3GSM we will be treated to a feast of new mobile TV launches with millions of dollars being spent on developing, marketing and distributing mobile TV services. But if services fall short of user expectations on quality and reliability, it could be money wasted,” said Pat Dolan, Tellabs vice president for Europe, Middle East and Africa. “So while we share our industry’s enthusiasm for mobile TV, the detailed results of this survey provide important food for thought for the global operator community, who want to address network backhaul issues to improve mobile TV and video services.”
Forty-five percent of European mobile video and TV users cited pricing issues as a factor causing them to switch off the services. And nearly a quarter (24%) of users who tried mobile video and TV stopped using the services due to concerns about service quality and reliability.
The split between perception and reality was most pronounced in the United Kingdom. Only 6% of those who had never used mobile video and TV cited quality and reliability as reasons not to try such services, but 29% of users had stopped using services because of quality and reliability.
“Pricing has already been highlighted as a stumbling block for recurrent use of mobile video and TV services, but we were surprised by just how much value users place on quality and reliability,” said Paul Goode, senior analyst, M:Metrics. “Once the basic requirements of quality and reliability are good enough, the focus will rightly shift to issues of programming, brands and marketing in addition to price. This research highlights the need to address quality and reliability so the industry can retain viewers, which is a key part of growing audience numbers.”
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.
