DTH
APAC digital subscribers to reach 503 million by 2018: MPA
MUMBAI: Media Partners Asia (MPA) has come out with its report on the Asia Pacific pay-TV and broadband market for the next five years. It predicts that DTH satellite pay-TV customers in Asia are expected to grow from 56.3 million in 2013 to more than 110 million by 2018, a CAGR of 14 per cent.
The report titled ‘Asia Pacific Pay-TV and Broadband Markets 2014’ states that by 2023, DTH’s share of the total pay-TV market will nearly double to 24 per cent as the customer base reaches 150.4 million. Meanwhile, HD DTH subscribers will increase from 10.4 million in 2013 to 37.3 million by 2023, driven by high growth in India and China as well as steady growth in Japan, Korea and Southeast Asia.
DTH subscription revenue is expected to grow at a five year CAGR of 9 per cent to $ 12.3 billion by 2018 and $ 15.2 billion by 2023. It also predicts that the market for DTH pay-TV will further consolidate as growth converges across fewer operators in markets such as India and Indonesia. In markets such as Thailand, DTH pay-TV is struggling as free DTH services have started to breed, penetrating 60 per cent TV homes. One such is Free Dish that will prove to be important to digitisation in rural and smaller towns.
The APAC pay-TV market will grow at a 10 per cent CAGR between 2013 and 2018. This will be enhanced by the subscriber jump from 312 million in 2013 to 503 million by 2018 while digital penetration of pay-TV homes expands from 62 per cent to 83 per cent.
Commenting on the findings, MPA executive director Vivek Couto said, “We see operating leverage growing for market leaders in India, Indonesia and Malaysia in particular as well as long-term upside from strategic recalibration in Australia and New Zealand. Better monetisation in the Philippines should help the market leader properly scale its DTH business and take it to the next level. We also predict incremental growth and value in Vietnam.”
The report states that among maturing markets, Malaysia is a leader with Astro as one of the most innovative operators in the world, good at increasing both subscriber growth and ARPUs as well as investing in product innovation. DTH ops in Australia and Japan continue to face headwinds. Hybrid DTH-IPTV distribution has helped sustain KT SkyLife’s proposition in Korea.
In India, broadband is a long term consideration even though all the top four DTH operators are looking at mobile partnerships and wireless broadband strategies.
IP-based distribution and broadband delivery is a challenge for DTH networks which are adapting to these realities to reduce long-term challenges. In Korea, the KT SkyLife combination retails triple play services. In Indonesia, MNC group that owns MNC Sky Vision (MNCSV) plans to rollout a bundle of IPTV and fiber-based broadband services and merge them with MNCSV. In Malaysia, Astro has adapted to IPTV partnerships but with slow progress. In Philippines, Cignal has also embraced hybrid IP delivery.
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.
