DTH
New DTH guidelines will make the sector competitive: Javadekar
KOLKATA: At the end of last year, the ministry of information and broadcasting (MIB) announced revised guidelines for direct-to-home (DTH) operators in India. The new DTH policy will make the sector competitive and will have a positive impact on consumers, I&B minister Prakash Javadekar informed the Rajya Sabha on Monday.
The minister mentioned that the guidelines with enhanced period of license with provisions of renewal beyond the initial licence period will ensure continuity and a rationalised licence fee regime. Moreover, the rules will have a positive impact on qualitative and competitive services being extended to the consumers in the long term.
“The changes will facilitate ease of doing business, offer employment opportunities, make the sector competitive with likelihood of new players coming forward to provide DTH services and also provide a rationalised licensing fee regime and enhanced period of licence,” he detailed.
After resolving the long standing impasse on the DTH licence policy, the government announced DTH licences will now be issued for a period of 20 years. Under the new rules, licence fee will be collected quarterly instead of annually.
Changes had been approved for 100 per cent foreign direct investment (FDI) in the DTH sector which was earlier limited to 49 per cent. The decision had already been taken by the ministry of commerce and industry but the sector could not avail the benefits due to past MIB guidelines.
The cabinet also approved the sharing of infrastructure between DTH operators. Distributors of TV channels will be permitted to share common hardware for their subscriber management system (SMS) and conditional access system (CAS) applications. Javadekar said at the time of announcement that the decision had been taken to create a level playing field.
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.
