DTH
BBC iPlayer gets a cautious go-ahead from Ofcom
MUMBAI: BBC Trust has given the green signal to BBC management to provide broadband audio and video services-iPlayer. They have, however, incorporated changes made by the BBC Trust on the recommendations made by the communications regulator Ofcom following a market impact assessment.
The proposed BBC iPlayer would provide a seven-day catch-up service featuring a large proportion of programming available for download over broadband. It will also include simulcasting services over the internet and making selected radio programmes available as downloads without digital rights management restrictions.
The BBC iPlayer had a public value test, following a three-month period of industry consultation. Some of the recommendations by Ofcom included reducting the storage duration of downloaded programmes for up to 7 days from the original 13 weeks that BBC had asked for.
Ofcom observes that the demand for services delivered over broadband is developing rapidly. It suggests that over the next five years linear television viewing may fall by 20-30%, to be replaced largely by the increased use of on-demand services. A similar pattern is anticipated for audio programming.
However, it adds that it would not be in the wider public interest for the BBC’s involvement to restrict competition, innovation or choice. It notes that “unchecked, the BBC’s power in nascent markets could harm the stimulus of competition necessary to ensure quality content for the long-term”.
The BBC Trust said in a statement that the Ofcom market impact analysis forms only part of its public value test process, adding that “in reaching our eventual decision, we must also consider the potential public value created by the on-demand proposals”.
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.
