DTH
Cellcast launches Sumo.TV in India
MUMBAI: Cellcast Interactive India has launched Sumo.TV, a pioneering product offering India’s first end-to-end user-generated content (UGC) solution for broadcasters.
“Sumo.TV invites individuals to share their personal or creative videos that could be featured on prime time television”, said Cellcast Plc, UK, vice president Mahesh Ramachandra. Sumo.TV has already been launched in the UK and China markets.
“In the UK market we have started a 24-hour channel with the content contributed solely by viewers. This exceeds what even YouTube or MySpace can provide for their communities,” Ramachandra added. All content can be contributed through the newly-launched website, at www.sumo.in, where individuals can view, share and manage their own content.
Said Cellcast Interactive India CEO Pankaj Thakar, “UGC reflects a fundamental change in audience behavior, especially in the 18-34 age group in India where most of them are spending time online or on mobile creating and sharing their own content. Sumo.TV offers them an outlet to share their content with millions through the power of television.”
“Importantly, the content contributors can earn revenue whenever their videos are watched or shown on television,” he added. Every time a user’s content is downloaded by another user, shown on television, or streamed on mobile services, he will receive a percentage of received revenues. Effectively, Sumo.TV users are being invited to set up their own mini-channels.
Sumo.TV, said Thakar, brings together a compelling consumer proposition, offering users new ways of finding that ‘15 minutes’ of fame, new ways of making money from personal content and new ways of expressing themselves and making friends. In the U.K., the Sumo.TV website (www.sumo.tv) alone has an average of 80000 unique visitors per day.
“India is experiencing a truly dynamic phase in media technology convergence and we, at Cellcast, are delighted to launch the revolutionary product Sumo.TV in the market that will help us derive the benefits over a long period. Cellcast India plans to air the video content on local television and are currently in talks with a number of television channels about the same,” he added.
All the best videos submitted to the website or via mobile phone are selected by trained staff and broadcast on Sumo.TV channels and programmes. Broadcasters who license Sumo.TV have immediate access to all the components of next-generation UGC programming including original user-generated content, UGC-oriented interactive TV formats, 3D video jukebox, content management system and production tools Video-sharing and community website mobile services. These tools and services allow a broadcaster to create anything from an hour-long weekly television show to an entire UGC-driven 24/7 television channel.
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.
