DTH
Bharti Airtel, Singtel eye stake in Dish TV: report
MUMBAI: Consolidation in the DTH sector is not yet over. As per a report by CNBC-TV18, Singapore Telecommunications Ltd (Singtel) and Bharti Airtel are jointly looking to buy a stake in Dish TV in a bid to compete with Reliance Jio.
The duo is looking to acquire the promoter’s 60 per cent stake in Dish TV for around Rs 6150 crore. As part of Bharti Airtel’s plan to raise $4.6 billion, Singtel is likely to buy stock in it worth $525 million through shares and bonds.
A Dish TV spokesperson said that the company “does not comment on market speculations.”
GIC, the parent company of Singtel via Temasek Holdings, also owns about 20 per cent in Tata Sky and could hint at a future possibility of further consolidation in the DTH sector.
Among private players, TRAI data for 2018 shows that Dish TV (along with Videocon d2h) together owns 37 per cent market share followed by Tata Sky with 27 per cent share and Airtel Digital TV with 23 per cent share, Sun Direct with 11 per cent and Reliance with 2 per cent. DD Free Dish, on the other hand, claims to have approximately 30 million subscribers as a public platform.
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.
