DTH
British Telecom, Endemol team up for next-generation TV
MUMBAI: British Telecom (BT) has inked a deal with Endemol to license programming and develop cutting-edge interactive content for its next-generation TV offering.
Endemol will work with BT to deliver its distinctive and high-quality programming and interactive content, tailor-made for BT’s next- generation TV service. The two companies intend to build on Endemol’s experience at the forefront of developing interactive TV formats.
This agreement builds on the content deals already announced with companies including BBC Worldwide, Paramount and Warner Music Group, National Geographic Channel and with kids’ TV programming leaders Hit Entertainment and Nelvana.
BT will unveil further big name deals this year as it builds to a launch of the service later this year.
Customers of the service will be able to choose from a huge range of on-demand film, music and television programming as well as a groundbreaking interactive and communications service, all available through their TV sets.
The service will be a world-first, combining access to digital-terrestrial channels through the aerial with broadband-powered video on demand. This unique combination, delivered on a software platform powered by Microsoft and through a set-top box made by leading manufacturer Philips, will allow customers choice, control and convenience. Unlike other services, there will be no mandatory monthly subscriptions.
Endemol UK director digital media Peter Cowley said, “This deal with BT underlines our commitment to remaining at the forefront of digital media and developing new ways of entertaining people.”
BT Retail chief executive TV Services Dan Marks said, “We have already announced a number of content deals for next-generation TV and we are delighted to be working with Endemol. We intend to lead the way in the development of interactive services and we look forward to collaborating to bring their great programming to our customers and to add an interactive element enabled by our new and highly-advanced platform that we believe will extend its appeal and develop new commercial opportunities. Significantly, our next-generation TV service will be offered nationwide and not restricted to metropolitan areas, and customers will not be required to commit to a monthly subscription.”
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.
