DTH
Chandra’s ASC first to sign DTH agreement with the government
NEW DELHI: The Essel Group promoted ASC Enterprises Limited (ASCEL) has become the first company in India to finally receive and sign the licence agreement for the much talked about DTH (Direct To Home) service. ASCEL is launching DTH services in October 2003 as reported by indiantelevision last week.
ASCEL, promoted by Zee TV CMD Subhash Chandra, had sought a licence from the Indian government to operate a KU-band direct-to-home (DTH) television service in India.
“Test runs are already on. DTH is being rolled out by ASC Enterprises through own distribution network currently being set-up and also through franchisee route,” said Essel group V-P Ashish Kaul.
ASCEL’s DTH offering will be positioned as a premium form of addressability as compared to conditional access system (CAS) which would fall in the basic tier. The DTH service will be in the region of Rs 150 to Rs 500 depending on the package. An entry level set top box (STB) will cost anything between Rs 5,000 to Rs 6,000 on an average; and a high-end STB with features like PVR (personal video recorder), PSTN Connectivity, Video game console and many more of such features will be in the region of Rs 12,000.
One value add that the DTH package will offer is that channels that are not available in India will be part of the bouquet. Siticable, the distribution arm of Zee will provide infrastructure support for marketing DTH.
“DTH is a satellite transmission and does not discriminate between states / areas within its footprint. DTH will be available through our own distribution points and through franchisees,” said Kaul.
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.
