DTH
Zee looking at July launch for DTH services?
NEW DELHI: Subhash Chandra companies Zee Telefilms and ASC Enterprises (which is implementing the Agrani satellite project), are preparing to launch a KU-band direct-to-home television service in India. A tentative timeframe that is being talked about for this within the group is July.
According to broadcasting industry sources, the Zee-Agrani combo has started talking about a DTH service for India. At a seminar held last week in the Capital, a senior Zee executive is also reported to have referred to the DTH service and that the group is looking at putting together a platform by “July or thereabouts”.
However, indiantelevision.com’s attempt to elicit an official response from Zee-Agrani was met with silence.
But, we also learn from government sources that the files relating to the two applicant companies for a DTH licence were in the information and broadcasting minister Ravi Shankar Prasad’s office yesterday and the minister is said to have studied them also.
That Zee-Agrani has started talking about a DTH service may also be because of the movements in the ministry and expect an initial go-ahead from the I&B ministry for this soon.
As the first step towards okaying a DTH venture the I&B ministry would need to issue a letter of intent (LoI) to the applicant, subsequent to which other parameters would have to be fulfilled.
But close on Chandra’s heel for a DTH venture will also be Star, which has applied for a DTH licence through Space TV. It would also expect a LoI soon after ASC Enterprises that has applied for the licence, if not along with it.
There have been numerous clarifications sought by the ministry on various aspects of Space TV, including its shareholding pattern. At last count, a particular missive from the ministry had sought clarification on whether some directors of Space TV were employees of Star India.
Still, the big question to ask here could be: do the two prospective DTH players have the financial muscle to make investments in a DTH venture? A typical DTH venture would need investments worth between $ 400-500 million.
Unless Space TV is being backed up by the Rupert Murdoch-controlled Star, the little known company with an acknowledged paid up capital of Rs 100 million would find it difficult to cobble together the massive investment that a DTH venture would require.
Chandra’s case may be a bit different as the DTH platform is being sought to be put together by ASC Enterprises, where one of the subsidiaries has managed to attract foreign investment from Alcatel and Arianespace.
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.
