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DTH

Airtel Digital TV launches 4K UHD channel

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MUMBAI: Airtel Digital TV, the direct to home (DTH) arm of mobile services provider Bharti Airtel, has launched its first 4K-Ultra HD (UHD) channel. 

 

Airtel will showcase the world TV premiere of the Salman Khan starrer blockbuster Bajrangi Bhaijaan on the newly launched channel on 11 October.

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Bajrangi Bhaijaan is the first movie to premiere on Airtel’s 4K UHD channel. 

 

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Available exclusively to users of the Samsung Smart Direct TV, the movie will premiere at 12:30 pm on Sunday on Star Gold 4K.

 

Airtel’s 4K UHD channel is available free of cost to users of the Samsung Smart Direct TV for a limited period. Airtel will also showcase programs like Overhalin from Discovery and other movies like Singh is King, Kick and Jai Ho on the channel in the coming days.

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The Samsung Smart Direct TV is an integrated digital TV pioneered and launched by Airtel Digital TV in partnership with Samsung.

It is among the many innovations by Airtel and is a technology platform that has miniaturized the set-top-box (STB) into a small smart card that fits inside the television set at the back panel. The solution offers a smart TV viewing experience with minimal signal loss and maximum audio & video clarity while also ensuring maximum power savings. An industry first, it uses minimal wiring and a single remote solution powered by an intuitive user guide enabling built-in Smart Card that allows customers to enjoy TV viewing without an external STB. The newly launched Samsung J-Series Smart Direct TV comes with additional features such as in-built Wi-Fi, Skype calling, Smart Apps etc.

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DTH

Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit

New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.

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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.

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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.

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