DTH
Trai not for mandated Cas in rest of India
MUMBAI: The Telecom Regulatory Authority of India (Trai) feels Cas (conditional access system) should roll out voluntarily rather than be mandated in other parts of the country.
“We may think of mandatory Cas for the larger metros but in other parts of the country it may not be the best way forward. We haven’t, though, made up our mind on this. We have constituted a small group representing all the stakeholders to suggest on how to take voluntary Cas forward. We realise that Cas has gained momentum and wouldn’t like to miss on that opportunity,” said Trai advisor M C Chaube while speaking at a workshop on “Cas and Digital CATV,” organised by Satellite & Cable TV (SCaT) magazine in Mumbai.
With some cable operators continuing to transmit unencrypted signals in the Cas areas, the broadcast and cable sector regulator intends to come down heavily on them.
“We are aware that there are still slippages and there are complaints that encryption have not taken place in some areas. We are going to take action against this as it is at the core of Cas,” said Chaube.
Reacting to a suggestion from the three multi-system operators (Wire & Wireless India Ltd, Hathway Cable & Datacom and Incablenet) that Cas should be opened up to the other areas of Mumbai, Delhi and Kolkata by April, Chaube said the process needed a certain run-up time. “Cas is not just about three MSOs. The smaller MSOs should be given time to prepare for laying out the digital infrastructure. Consolidation is bound to happen as digitalisation requires deep pockets, but as a regulator we shouldn’t have such a time frame in mind that makes it difficult for the smaller MSOs,” he added.
Trai would relook at such areas like pricing and a la carte issues in the middle of this year. “We are going to revisit at some of these decisions and take a call whether appropriate adjustments are needed. We would be examining such issues as similar pricing for all genres of channels, a la carte offerings and Rs 77 on free-to-air (FTA) channels,” Chaube said.
The seeding of set-top boxes (STBs) would touch 500000 in a week’s time out of an estimated cable and satellite home of 1.2 million in the Cas belt. “The average penetration would be 40 per cent. Kolkata is seeing slow offtake because regional channels are popular and they are in FTA mode. Our aim is not to see that boxes are sold but to offer consumers choice through Cas,” Chaube clarified. The penetration percentage though will be clearer when figures are available on the number of homes that have more than one TV sets.
The next stage of progress would be when consumer forms return to the MSOs and they are fed into the subscriber management system (SMS).
In case of voluntary Cas, the crucial element was for the broadcasters and MSOs to enter into commercial agreements, he added.
In a panel discussion, WWIL MD Jagjit Kohli pointed out that Trai should come out with some regulatory framework to facilitate voluntary Cas and Headend-In-The-Sky (HITS). “Broadcasters may not support voluntary Cas. So it would be essential for Trai to define some rules as the momentum for digitalisation should not be lost,” he added.
Hathway Cable & Datacom MD and CEO K Jayaraman pointed out that cable operators in non Cas areas should be ready to adopt digitalisation which has grown much faster in India than what was being initially preicted.
Incablenet head Ravi Mansukhani said the seeding process has been successful and the next step for MSOs would be to stop free access of pay channels in phases.
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.
