DTH
CAS rollout: Delhi HC ‘no’ to government plea for more time
NEW DELHI: The Indian government yet again pleaded for more time to roll out CAS — six months to be exact — but a Delhi court has refused to accede to the request asking for a final stand by the next date of hearing.
According to early information available with Indiantelevision.com, even the broadcast regulator pleaded for four to five months time to sort out CAS-related issues like pricing of TV channels.
The Telecom Regulatory Authority of India (Trai) submitted to the Delhi High Court today that it has initiated a dialogue with the industry stakeholders on issues related to CAS and which would take few months time to complete and arrive at some consensus.
However, the court was in no mood to listen to such pleas and fixed the next date of hearing for 19 July.
The court observed that if the government is unable to sort out CAS matters, then it could also explore the possibility of going ahead with the rollout based on the Chennai model.
It also said that the government has already used up three month’s time from 10 March when the first directive came to roll out CAS in Kolkata, Delhi and Mumbai within a month’s time.
Chennai is the only city in India where CAS has been rolled out and running smoothly since 2003.
Reference to do away with government mandated CAS was also mentioned in the court today during a hearing and reference was made of the relevant section from a draft Broadcast Bill 2006, which is being circulated amongst government organizations for feedback.
A clutch of MSOs, including Hathway and INCablenet, had filed a case against the government on CAS in the Delhi High Court late 2004, alleging that keeping addressability in abeyance had resulted in financial losses to the petitioners.
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.
