DTH
ABC to give ‘Lost’ fans a Valentine’s Day treat
MUMBAI: Today 14 February 2007 US broadcaster ABC.com is giving Lost fans a Valentines Day surprise with the first installment of four video back stories (Jack, Kate, Sawyer and Locke).
Created to provide new viewers insight into the lives of the series characters and to give fans an opportunity to see characters back stories in chronological order, each video combines scenes from previously aired episodes. Every Wednesday four back story segments will debut on ABC.com until the end of the season.
Fans need to go to ABC.com for this seasons previously aired episodes on its broadband video player. ABC.com has also added several new features on its Lost site, including a new video podcast with executive producers Damon Lindelof and Carlton Cuse, which offers a special sneak peek at extra content from the series Season Three DVD, to be released later this year.
Additionally, visitors to ABC.com will find a new feature called Writers Rotation that showcases music and listening selections of members of the Lost production team, plus an updated version of Lost and Found. This highlights not-to-be-missed moments in upcoming episodes, as well as excerpts from the official Lost magazine, updated games, photos and video clips.
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.
