DTH
Cetma appeals for quick roll-out of CAS
NEW DELHI: Consumer Electronics and TV Manufacturers Association (Cetma), an apex body of electronics goods makers in the country, today exhorted the government to ensure a quick roll-out of conditional access system (CAS), as it would enable the viewers to pay less for their monthly cable bill.
“CAS implementation would put India on the world map of digital television – for what may probably be the largest digital roll-out in the world,” Catma secretary general Suresh Khanna said in a press release issued here.
Cetma has also appealed to the state and central governments to lessen the burden on consumers by waiving service and entertainment taxes for those who opt only for basic tier at Rs 72 (excluding local taxes) per month.
Further making a case for CAS rollout, Khanna was quoted in the statement as saying, “In the end, consumers get what they want at a reasonable rate. It is a transparent system, where by all the stakeholders – that is, the broadcasters, multi-system operators (MSOs) and cable operators get their fair share.”
Cetma had strongly lobbied for CAS when the issue was being debated last year and had also assured the then information and broadcasting minister Sushma Swaraj that once addressability became common and demand for set-top boxes picked up, local manufacturers would be able to supply the boxes at cheap rates. The rates could be as low as Rs 1,500, they had stated.
Cetma had also given a working paper to Swaraj, who had used the data very effectively to have the necessary amendments related to CAS steam-rolled through the Parliament, last year.
Many Cetma members, notably Thomson Electronics India, have been on various panels set up for CAS and also on a panel of the Bureau of Indian Standards where the technical specifications and standards for boxes for CAS and KU-band direct-to-home (DTH) television service were discussed.
However, contrary to Cetma’s assertions, very few companies operating in India have come out with plans to manufacture the boxes locally. All of them had cited reasons of uncertainty over CAS for deferring their plans, if any.
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.
