DTH
Airtel Digital TV removes network capacity fee
MUMBAI: After Telecom Regulatory Authority of India’s (TRAI) tariff order has come into effect, consumers across the country have been complaining about a hike in cable bill. To keep them satisfied, DTH operators are waving off Network Capacity Fee (NCF). Now, Airtel Digital TV has joined the league of operators who have removed the NCF on free-to-air (FTA) channels following Tata Sky, Dish TV and Sun Direct.
Airtel Digital TV is waiving off NCF for its long term plans only. Subscribers under three months plan, six months plan, 12 months plan will be able to avail this facility. According to media reports, the modified long term plans are now available in selected regions and are expected to be expanded into other regions within a few weeks.
As per the latest framework, customers need to pay Rs 130 to get the first 100 FTA channels. An additional network fee of Rs 20 per month is also being charged for every block of 25 paid channels.
Last month, TRAI extended the deadline for DTH and cable TV subscribers to select their channels till 31 March under the new tariff regime. The regulatory body added that the subscribers’ old plan would continue till the consumer makes the choice. TRAI also said that the subscribers who don’t exercise any choice would be migrated to ‘Best Fit Plans’.
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.
