DTH
Q1-2016: Dish Network reports higher revenue despite subscriber decline on higher ARPU
BENGALURU: US Pay-TV player Dish Network Corporation (DNC) reported 1.7 percent higher year-on-year (YoY) total revenue for the quarter ended 31 March, 2016 (Q1-2016, current) at $3,787.24 million as compared to $3,724.23 million in the year ago quarter. Subscriber related revenue increased 2.2 per cent YoY to $3,775.48 million in the current quarter as compared to $3,693.53 million in Q1-2015. The company lost 139,000 Pay-TV subscribers. Its subscriber base in the current year declined 1 per cent to 13.874 million in the current year as compared to 14.013 million in Q1-2015.
The company reported 2.6 per cent growth in average revenue per user (ARPU) in Q1-2016 to $87.94 from $85.73 in the corresponding year ago quarter. DNC says that increase in Pay-TV ARPU was primarily attributable to the DISH branded Pay-TV programming package price increases in February 2016 and 2015. These increases were partially offset by a shift in DISH branded Pay-TV programming package mix, an increase in Sling TV subscribers and a decrease in premium and pay-per-view revenue. The company says that Sling TV subscribers generally have lower priced programming packages than DISH branded Pay-TV subscribers, and therefore, to the extent that Sling TV subscribers increase, it has a negative impact on Pay-TV ARPU.
DNC’s subscriber churn declined by a single basis point to 1.63 per cent in the current quarter as compared to 1.64 per cent in Q1-2015. DNC added 657,000 gross subscribers in Q1-2016 as compared to 723,000 subscribers in Q1-2015. The company says that its Pay-TV churn rate continued to be adversely affected by increased competitive pressures, including aggressive marketing, bundled discount offers combining broadband, video and/or wireless services and other discounted promotional offers, as well as cord cutting.
DNC reported lower subscriber acquisition costs in the current quarter at $648 per subscriber as compared to $667, or a drop of 2.9 per cent or $19 per subscriber. DNC says that this change was primarily attributable to a decrease in hardware costs per activation. The decrease in hardware costs per activation was driven by a higher percentage of remanufactured receivers being activated on new DISH branded pay-TV subscriber accounts and by a reduction in manufacturing costs related to certain receiver systems
DNC reported 628,000 broadband subscribers in Q1-2016 as compared to 591,000 subscribers in Q1-2015
Net income attributable to DNC increased 10.8 per cent to $389.29 million in the current quarter as compared to $351.49 million in Q1-2015.
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.
