DTH
Pay-TV: India among four countries which contributed $16 bn rev between ’10 & ’16
MUMBAI: In 138 countries, pay-TV revenues increased by $32 billion (Rs 2063 billion) between 2010 and 2016, to reach $202 billion. However, according to the Global Pay TV Revenue Databook from Digital TV Research, only $1.23 billion was added last year (in 2016).
Almost 50 per cent of the $32 billion additional revenues came from four countries: the US provided $7 billion, Brazil $3 billion, China $4 billion, and India $2 billion, Advanced Television reported. Revenues, however, declined in nine countries, primarily owing to subscribers converting from standalone TV to bundles (which are less lucrative for TV). Between 2010 and 2016, revenues of pay-TV more than doubled in 59 countries.
Digital TV Research principal analyst Simon Murray said that, although no decline was recorded, European pay-TV revenue growth had slowed down considerably. Despite its pay-TV revenues being higher in 2016 than in 2010, North America had peaked in 2015, Murray added.
The Asia Pacific region positively added $10.21 billion between 2010 and 2016 – increasing by 42 per cent to $34.38 billion. Latin America hiked by 78 per cent to $18.44 billion. Sub-Saharan Africa more than doubled its total revenues to $4.20 billion.
In all 49.5 per cent global pay-TV revenues in 2016 came from the US; for the first time falling below the halfway median. The 2016 total — 54.5 per cent in 2010 — is down. The US is followed by far by China, the UK, Japan, and Canada. Two-thirds of global pay-TV revenues in 2016 was generated by these five nations.
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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.
