DTH
BBC Worldwide inks VOD deal with Tata Sky
MUMBAI: In its first VOD deal in India, British Broadcasting Corporation (BBC) Worldwide has signed an agreement with direct to home (DTH) provider Tata Sky’s SVOD and TVOD services.
As a part of this deal, subscribers in eight Indian metros will have the opportunity to access the best of the BBC’s drama and comedy via BBC On-Demand, on Tata Sky. Viewers can also access it online via their TVs, PCs, tablets and mobiles.
Programmes that will be available on the service includes Luther, starring Idris Alba, who won a Golden Globe for his role as a brilliant but emotionally impulsive murder detective; The Honorable Woman starring Maggie Gyllenhaal who won a Golden Globe for her portrayal of a powerful businesswoman haunted by events from her past in a thriller set in the Middle East; and Burton and Taylor, based on the legendary acting duo, Richard Burton and Elizabeth Taylor starring Dominic West and Helena Bonham Carter.
The block will kick-start with the classic hit Yes, Prime Minister, contemporary comedy, Citizen Khan and the endearing drama, Being Erica.
“In a study commissioned by BBC Worldwide earlier this year, we found that quality of content, British humour, and a love of original British dramas were the top reasons why people, including Indians, enjoy British television programmes. We are very excited to be working with Tata Sky to bring these award winning and high quality programmes, many never before seen in India, to Tata Sky’s subscribers, where they can access them anytime, anywhere,” said BBC Worldwide India SVP and GM Myleeta Aga.
Tata Sky chief content officer Paolo Agostinelli added, “We are very pleased to be partnering with BBC Worldwide to launch BBC-on-demand, Viewing habits and customer needs in the industry are evolving as fast as ever. We are committed to remain the best choice in the country when it comes to premium entertainment, which means we must be able to offer top branded content and the best viewing experience, including increasingly popular time-shifted and device-shifted binge viewing content. We are confident that this is only the start of a very fruitful relationship with BBC.”
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.
