DTH
Airtel Digital TV unveils three-pronged strategy for growth
MUMBAI: The Direct To Home (DTH) arm of Bharti Airtel – Airtel Digital TV has reached the 10 million customer mark. The company has achieved the feat within a period of six years. As part of its growth plans ahead, the operator has decided to chalk out three key strategies.
Firstly, the company is all set to add 12 new channels to its bouquet taking its portfolio up to 500 channels and services. In addition, it will also expand the High Definition (HD) portfolio to over 50 HD channels making it one of the largest HD bouquets in the industry. Last but not the least, the operator has also decided to expand the regional portfolio soon to offer the highest number of channels in Assamese, Gujarati, Kannada and Tamil languages.
Airtel Digital TV CEO Shashi Arora said, “Innovation and customer satisfaction is the core of our DNA. As we look back, we take pride in the product and service innovations that we have brought to the industry. These offerings have not only helped increase customer stickiness but have also made us one of the fastest growing DTH companies today. We will continue to go this path and offer customers world class content and television viewing.”
The operator also claims that it was the first to introduce the Universal Remote to the market along with value added services like Multi-lingual EPG, World’s first USSD-based self-care facility on mobile among others. The recently launched Integrated Digital TV (iDTV) was pioneered in partnership with TV manufacturer, the iDTV technology miniaturized set-top-box into a small yet efficient smart card that fit directly at the back panel of television sets with minimal wiring and a single remote thereby offering customers a superior and world class experience adds the operator.
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.
