DTH
CASBAA inducts new members
MUMBAI: The Cable & Satellite Broadcasting Association of Asia (CASBAA) announced a new patron member and four new corporate members of the association.
The CASBAA patron member is a newly-launched pay-TV network Asia Broadcast Networks while the corporate members include children’s content specialist HiT Entertainment, Singapore-based satellite services provider Globecast, conditional access supplier Viaccess and New Zealand-based broadcaster Television New Zealand. Meanwhile, global satellite capacity supplier Intelsat has upgraded its CASBAA membership to Patron status.
“The breadth of the new memberships highlights the dynamic environment for Asia’s pay-TV market,” said CASBAA CEO Simon Twiston Davies
“The response to CASBAA’s year-end 2006 activities, including the CASBAA Convention in Hong Kong and the release of our year-end industry data clearly illustrates the value of the Association.”
The CASBAA members program for 2007 — which includes training schemes (the CASBAA Media College), CASBAA Market Reports (Indonesia and Taiwan, among others), IPR seminars and networking events, as well as the CASBAA Satellite Industry Forum (June 18th), the CASBAA China Forum (late August) and the CASBAA Convention 2007 (Oct 30th – Nov 2nd) – will provide new value to CASBAA members and the industry at large, said Mr Twiston Davies.
“CASBAA looks forward to working with our new members in particular throughout 2007,” said CASBAA chairman Marcel Fenez. “With this type of sectoral and geographic support our effectiveness as a voice for the industry and as a networking organisation continues to grow.”
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.
