DTH
Adobe Flash Lite to support video for mobile handsets
MUMBAI: At the 3GSM World Congress in Spain Adobe Systems has announced that support for video will be integrated in the next generation of Adobe Flash Lite software, Adobe’s award-winning Flash Player runtime specifically designed for mobile phones.
Flash Lite 3, expected to be available in the first half of this year, will bring the Adobe Flash Player video format from the desktop to mobile phones and devices, enabling operators, handset manufacturers and developers alike to deliver more experiences to mobile users.
The firm says that the release will be an addition to its family of video technologies that includes Adobe Production Studio for professional video editing, Marcomedia Flash 8 from Adobe for video encoding, and Adobe Flash Media Server for video distribution. Adobe says that itsFlash technology is impacting the way video is distributed over the Internet.
Today, television shows like Lost, Desperate Housewives, Grey’s Anatomy are being delivered online through FLV, the Adobe Flash Player video format, while the technology also powers the video capabilities of social networking sites such as YouTube and MySpace.
The firm adds that video support in Flash Lite will change the way the way users engage with mobile content and open up new revenue opportunities for developers worldwide. This release will allow users to view vibrant video content from popular Internet sites like YouTube or MySpace and enable developers to create new applications across a variety of mobile and consumer electronics platforms.”
Flash Lite will support the same video formats supported by Adobe Flash Player and will directly support video streams delivered by the Adobe Flash Media Server, allowing users to view a broad spectrum of Flash Player compatible content. Videos can be viewed in different forms within the Flash environment, including downloadable video clips, streaming videos, applications with user interfaces based on Flash or personalized content such as wallpapers or screensavers.
Flash Lite runs on multiple platforms, including Symbian S60 v2/v3, Qualcomm Brew 2.x/3.x and Microsoft Windows Mobile 5, in addition to embedded operating systems on a variety of OEM platforms. This allows consistent content delivery across device types, broader distribution of engaging mobile experiences and simpler publishing, testing and selling of Flash Lite content for developers.
By leveraging the Flash ecosystem – which includes the Flash authoring tool, Flash Lite player runtime and an established community of more than one million designers and developers – Flash Lite reduces deployment costs up to five times faster than competing solutions. Today, more than 200 million Flash-enabled devices have shipped worldwide
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.
