DTH
Cisco offers debt to cable operators, pushes Scientific Atlanta STBs
MUMBAI: Cable operators dry of cash for digital implementation can now look forward to Cisco Systems, Inc. The global networking equipment and network management giant is willing to finance cable operators in India as it sees opportunity in riding the digital cable wave to push its set-top boxes (STBs).
There is a catch, though: operators will have access to the loan only if they use STBs from Scientific Atlanta, the company that Cisco acquired to bulk up on businesses that cater to consumers.
The debt will be provided through its wholly owned subsidiary company, Cisco Capital.
Cisco has approached several small and medium-sized operators in the Cas (conditional access system) areas, offering a variety of financing options. “We are willing to provide soft loans to cable operators which can be paid over a period of time. This way we can push our digital end-to-end solutions including headend, encryption system and boxes,” says a source in the company.
The loan size will depend upon the credit worthiness of the operator and the funding will be made available in phases. “We won’t be funding the cable network in one go, but infuse it in several doses,” says the source.
Cisco realises how tough it will be to evaluate the health of the cable networks. “Most of them do not have proper documents and it is difficult to rate their creditworthiness,” the source adds.
Among the cable operators Cisco has initiated talks are Kolkata-based Manthan and JPR Network, an independent operator in Mumbai. But there are no takers yet.
“We are more interested in equity than in debt. As we will have to subsidise the STBs, it will be very difficult to recover and repay the loan. The average revenue per user (ARPU) from Cas subscribers is also low. Besides, Scientific Atlanta boxes are more expensive than what is available in China and Korea,” says JPR Network promoter Raja Nadar.
Cisco, however, believes its end-to-end digital solutions and the pressure cable operators face to put quality infrastructure in place will drive in good business. “There is just a 20 per cent difference between what we provide and what others are offering. But we have a better system and bridge an end-to-end requirement,” the source says.
Rajan Raheja-promoted Hathway Cable & Datacom and Asianet are using the Scientific Atlanta headend, STBs and encryption system, the source adds. Hathway, in which Star has a 26 per cent stake, already has seeded Humax STBs and uses News Corp-owned NDS encryption systems.
For Hathway, Scientific Atlanta is going to be a second supply vendor as the market for digital cable expands.
Cisco acquired Scientific Atlanta so that it could tap the rapidly growing cable, satellite and IPTV markets across the world.
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.
