DTH
No easing of DTH norms, asserts Swaraj
NEW DELHI: For those broadcasters and media companies who were thinking that the Indian government would relax and / or review the DTH policy guidelines, there appears to be little hope.
Information and broadcasting minister Sushma Swaraj today said that the ministry has “rejected” the recommendations of the NK Singh panel report on ways to attract FDI in various sectors, including direct-to-home (DTH) TV broadcasting in India.
While the minister was firm on DTH, she said that over the next 12 months the ministry’s agenda will be, amongst other things, to allow universities, IITs, IIMs and residential schools to have their own radio stations in a revolutionary move.
“We have written to them (the NK Singh panel on FDI) that their recommendations on raising the limit of FDI to 49 per cent cannot be accepted as there is already a provision to have 49 per cent foreign equity, including NRIs/OCBs, etc, in the existing DTH policy,” Swaraj said in response to a question put forward by indiantelevison.com during a meeting that the minister had with journalists to highlight the achievements of the I&B ministry on the occasion of the NDA government completing three years of governance on 13 October.
Pointing out that the ministry has outright rejected the suggestion of the Singh panel, Swaraj added, “I think their understanding of the DTH policy is not correct. If we go by the recommendation then the government probably would have to allow upto 70 per cent foreign equity in a DTH venture. This is not acceptable to us.”
The minister said that the Parliamentary Standing Committee on IT and Telecommunications has been informed of this decision taken by the ministry on DTH and that, “the government does not plan to make any changes in the policy at this moment.”
She also prudently flaunted the name of two companies which have sought permission for starting a DTH venture in India after over 18 months of the policy guidelines been announced.
“I have always maintained that media companies too, will take time to firm their business plans regarding DTH. Two companies, Space TV and ASC Enterprises, have applied for licence and their applications are being processed,” she said.
Dwelling on the various achievements of the I&B ministry, a bullish Swaraj said that announcement of a liberalised uplinking policy by the government earlier is “one of the most revolutionary” decisions taken. (See earlier report: Prasar Bharati lists achievements of last three years) “The media explosion and growth that you see today in India is due to the uplinking policy which aims at making India the hub for uplinking on lines of Singapore, Thailand and Hong Kong. As of today 77 channels have been given permission to uplink from India from a measely number that used to do so when we (the NDA government) took over,” Swaraj said.
On the FM radio front, a sector where private players are now realizing revenues just trickle in, Swaraj said that out of the 37 bids which had finally come, while 10 have started operations, the rest have paid up their licence fee to start operation as soon as possible.
“So the criticism that the government stands to lose revenue because of the delays in the FM radio sector does not hold good,” the minister said.
She expressed the hope that the amendment to the Cable TV regulation Act, 1995, seeking to implement the conditional access system, will be passed in the Rajya Sabha (the Upper House of Indian parliament) in the forthcoming winter session of Parliament.
Quizzed on the differences on the issues amongst political parties in the Rajya Sabha, Swaraj said, “Let us say there is a consensus on CAS and we are hopeful that it will be passed by Rajya Sabha too.” The Lower House has already okayed the amendments.
Speaking on the narrowcasting project being undertaken by Doordarshan, Swaraj said that nine pilot projects are likely to be started soon in places like Bellary, Coimbatore, Chennai,. Hissar, Akola and Thiruvananthapuram where DD’s low and high powered transmitters will be used to air programmes for the immediate surrounding which will be of local interest like agriculture.
“We are starting off with agriculture, but later other programmes like those on sports too can be aired as part of narrowcasting. For this DD has tied up with universities and organsiations for sourcing content,” Swaraj said.
Swaraj also dwelt on the industry status given to the film industry – “a decision taken within 30 days of her arrival in the I&B ministry” – and said that the decision was taken so that “good money could be made available for good cinema.” According to her, IDBI has said that the recovery rate of money from the film industry is better than other areas.
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.
