DTH
Bharti likely to enter DTH arena
MUMBAI: The direct-to-home (DTH) space is set to get more crowded in India with the telecom majors planning to join the fray in addition to their IPTV gameplan.
Bharti Group is the latest player to have shown interest to enter an arena which will be occupied by Kalanithi Maran’s Sun Direct and Anil Ambani’s Reliance Group next year along with the existing DTH operators Dish TV, Tata Sky and Doordarshan’s DD Direct Plus.
“We are looking at DTH and are rolling out IPTV,” Bharti Enterprises Ltd chairman Sunil Mittal tells Indiantelevision.com.
Bharti, it is reliably learnt, had preliminary discussions with Indian Space Research Orgainsation (ISRO) officials. With several players interested to kick off DTH operations, Isro is finding it a challenge to meet the growing demand for Ku-band transponders.
Sun, for instance, has had to wait after the unfortunate failure of the GSLV-F02 launch rocket carrying the Insat-4C communication satellite in July this year. Maran had booked seven high-power Ku-band transponders in this satellite, out of which six would have been used for DTH and one for digital satellite news gathering.
Bharati, however, has not yet applied for a DTH licence. “We are still evaluating. We haven’t yet applied for a licence,” says Mittal.
Though telecom companies in India have chalked out ambitious triple play plans, they have not yet managed to sort out the technical issues. Last mile access to customer homes has also remained a big hurdle and private telcos, who have built a strong mobile phone business, have even looked at striking alliances with local cable operators. On the content front, there is no regulatory clarity yet for IPTV rights.
Bharati, for instance, had conducted test trials with UTStarcom as the digital service provider for IPTV, but later made it open for other vendors as well. A leading mobile service provider, Bharti’s (like the other private telcos) progress on fixed telephone connections has been slow. With an eye to increase this base and raise ARPUs (average revenue per user) by delivering video content into consumer homes, the company has taken several steps for IPTV rollout including setting up a digital headend in Gurgaon on the outskirts of Delhi.
“With IPTV still to kick off, some telcos feel DTH offers good opportunity and synergy,” says a trade analyst.
Reliance, thus, is launching DTH under the Bluemagic brand and has roped in former Dish TV CEO Sunil Khanna to head the operations.
The formula now being worked upon by the telcos is obviously to have a DTH footprint as well as IPTV which would give them access to homes for delivering video content.
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.
