DTH
FDI cap on DTH to stay: Prasad
NEW DELHI: Cold water has been poured over the expectations of Star and Zee-ASC combine if they thought the government would move away from its promised common minimum programme, announced at the beginning, and relax the foreign investment cap in DTH venture from the existing 20 per cent.
This was confirmed by information and broadcasting minister Ravi Shankar Prasad in a written reply to his fellow parliamentarians in the Rajya Sabha (Upper House) today.
After the announcement came in Parliament, a senior I&B ministry official told indiantelevision.com that though the NK Singh panel had suggested raising the FDI cap to 49 per cent in DTH ventures and some of the suggestions were discussed by a group of ministers last week,” DTH was never part of that day’s agenda.”
“We also feel that the minister is not in any hurry to overturn any decision or stand taken by his predecessor,” the official said.
Swaraj had, in fact, told journalists late last year that under her the I&B ministry had rejected the Singh panel recommendation on DTH.
On whether government proposes to put in place a regulatory system to ensure licence for DTH is granted to a foreign company which keeps an Indian company as a dummy, Prasad said I&B ministry regulates grant of licence for these services.
Still, it is also a fact that the files relating to permission sought by Space TV and ASC Enterprises Ltd for DTH licences have been lying with Prasad for the last fortnight waiting for a stand to be taken by him on the issue.
“It is in fact quite frustrating to know that the files are with the minister and no decision is being taken on DTH,” a senior executive of one of the applicant companies said.
As per existing guidelines, total foreign investment including FDI/Non-resident Indian/Overseas Corporate Bodies/Foreign Institutional Investors in DTH broadcasting shall not exceed 49 per cent within which the FDI component shall not exceed 20 per cent.
Meanwhile, Prasad also informed the house that the government was considering a proposal to review the present norms permitting foreign-owned news channels to uplink from India.
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.
