DTH
Airtel Digital TV launches ‘Made in India’ set-top-boxes
MUMBAI: Airtel Digital TV, the DTH arm of Bharti Airtel, has launched its first indigenously manufactured set-top-boxes (STBs), which are aptly called ‘Made in India’ STBs.
Conceptualised and designed in India, the HD STBs will be manufactured at a facility in Pune (Ranjangaon) with an aim to match global technology standards to provide the best of experience to customers.
The boxes will serve HD users to begin with and soon all Airtel Digital TV’s set-top-boxes will be manufactured in India. This move makes Airtel Digital TV the latest corporate to join the Narendra Modi government’s Make in India initiative. The launch promotes an ecosystem that will drive indigenous manufacturing of DTH STBs empowered with production capabilities as well as technical expertise within India.
When asked about the initiative, Bharti Airtel DTH and media CEO Shashi Arora said, “With this we aim to reduce our imports and thus help drive employment and growth within the country. In the long run, cost synergies will further help us extend more benefits to our customers.”
Based on an in-house design by MyBox Tech, which is a subsidiary of Hero Electronix, and ST Microelectronics, a multinational manufacturer of Integrated Devices and semiconductors, the STBs will offer features including Full HD 1080p support, MPEG-4 video with Dolby Digital Plus Surround Sound, 5X picture clarity, unlimited recording (via USB-drive), and USB-based Wi-Fi connectivity for On-demand, Anytime TV and Interactive Gaming.
Welcoming this move by Airtel Digital TV, minister of state for Information and Broadcasting Rajyavardhan Rathore said, “It is great that Airtel Digital TV is aligning itself with our Make in India vision as this will certainly pedal the fast gaining momentum of the initiative further.”
Airtel Digital TV connection on these HD boxes will be available under various packages.
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.
