DTH
Afghanistan asks India for transponder for DTH
MUMBAI: After being allocated a transponder from the South Asia Satellite, Afghanistan has requested India for another one that it could use for direct-to-home (DTH) television services, the Press Trust of India quoted an official from the Department of Space anonymously.
However, unlike the South Asia Satellite or G SAT-9, which was a “gift” from India to its neighbours and one transponder was allocated to the participating SAARC countries for free, Afghanistan may have to pay for the services this time, the official said.
“They have asked for another transponder and we are looking into it. Unlike in the case of the South Asia Satellite, Afghanistan may be charged for the second transponder. However, no decision has been made in this regard,” the official said, requesting anonymity.
The second transponder may not be from the South Asia Satellite.
In 2014, Afghanistan had launched its satellite AFGHANSAT-1 for wide-ranging services including DTH, broadcasting and internet services. The satellite was launched by a French company. But as demand increases, it looks to augment its supply side.
During the 2014 SAARC Summit in Kathmandu, Prime Minister Narendra Modi had announced India would be launching a satellite as a gift to its South Asian Association for Regional Cooperation (SAARC) neighbours. Pakistan did not join the project, stating it was working on its own satellite, but offered monetary and technical support, which was rejected by India.
The Indian Space Research Organisation (ISRO) launched the South Asia Satellite in 2017. The 2,230-kg communication spacecraft, with a mission life of 12 years, will support effective communication, broadcasting and internet services in a region that is geographically challenging, economically lagging and has limited technological resources.
The satellite provides significant capability to each of the participating countries in terms of DTH services, besides linking the countries for disaster information transfer.
The satellite has 12 Ku band transponders that the six nations—Afghanistan, Maldives, Sri Lanka, Bangladesh, Nepal and Bhutan—could utilise to enhance communications. Each South Asian country will get access to one transponder through which it will be able to beam its own programming.
As part of its commitment, India also assisted several countries to build ground stations and other infrastructure-related work to receive signals sent from transponders.
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.
