DTH
Airtel Digital TV sub base expands, even as ARPUs dip
MUMBAI: Q1 2018 ended 30 June 2017 has been a bit of a mixed bag for the Sunil Mittal headed Bharati Airtel’s DTH biz – Airtel Digital TV. Its subscriber base expanded by nine per cent to 13.3 million as compared to 12.14 million in Q1 FY 2017 ended 30 June 2016. Net customer additions were hence around 499,000. The average revenue for the quarter however dropped to Rs 228 as compared to Rs 233 in the corresponding quarter last year.
Revenues from the DTH segment grew at a slower pace of seven per cent in Q1 FY 2018 to touch Rs 897.4 crore (Rs 836.9 crore in Q1 FY 2017). EBIDTA in the latest quarter grew 10 per cent over the previous corresponding period to Rs 330 crore, even as its capex went up 31 per cent to Rs 266.1 crore (Rs 203 crore). Its operating free cash flow was down 35 per cent from Rs 98.1 crore to Rs 63.9 crore.
Bharati Airtel’s cumulative investment to date in Airtel Digital TV has spurted to Rs 7225.3 crore as compared to Rs 6693.6 crore in the previous corresponding quarter.
Cumulatively, the DTH service is contributing five per cent revenues to the telecom behemoth’s top line even as investments in the segment are at three per cent.
Says an industry observer: “Airtel Digital TV is among the three to four players who are offering a world class service at very reasonable prices to consumers. The quality of customers who may have signed on in the last quarter could be coming in from Phase III and phase IV areas of cable TV digitization (where customers have a lower propensity to pay for the premium services) or it could be that the competition is forcing it to cut its prices. But overall it has done reasonably well in a difficult year. “
Airtel Digital TV offers both standard and high definition (HD) digital TV services with 3D capabilities and Dolby surround sound. It offers a total of 590 channels including 67 HD channels, five international channels and four interactive services.
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.
