DTH
Broadcasters can now bid for new Pak DTH licence auction
MUMBAI: The Lahore High Court has requested PEMRA, Pakistan’s broadcast regulatory body, to start the bidding process for direct-to-home (DTH) licences again, after it declared the recent auction void that must be reheld. PEMRA is considering challenging the order in the Supreme Court of Pakistan, local newspapers reported.
With the new order, broadcasters such as ARY and GEO will now be able to bid to operate DTH satellite TV services in the country.
Three direct-to-home (DTH) licences in Pakistan were on 23 November awarded for a total of PKR 14.694 billion (USD 140 million). The highest bid was raised by Mag Entertainment for PKR 4.91 billion, respectively followed by M/s. Shahzad Sky for PKR 4.90 billion and M/s. Star Time for Rs 4.89 billion. PEMRA had issued non-exclusive licences for 15 years to the three companies.
PEMRA chairman Absar Alam had said the DTH service would not end the cable operators’ business, but would compel them to invest in technology and distribution systems.
The auction barred broadcasters from bidding owing to what was believed to be a conflict of interest. The court however said the restriction was based on an assumption that any vertical integration between broadcast media and distribution services would result in undue concentration of ownership.
Pakistani DTH services would have countered the sale of illegal Indian DTH services in Pakistan, which leads to annual transfer of between US$ 200 million to US$ 350 million to India on account of subscription fee.
Also Read: Pak DTH: Mag, Shahzad & Star Time to start ops in a year
Pakistan gets tough on Indian DTH & content
Pak DTH licence bidding stayed
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.
