DTH
DD’s DTH plan awaits government nod
NEW DELHI: Indian pubcaster Doordarshan’s KU-band television services foray, it seems, hinges on the government okaying a proposal to allow private satellite channels to come on the DTH platform free of any charge.
Fazed by the lack of interest shown by a large number of popular TV channels, DD had said that it would not charge any carriage fee to private broadcasters who join DD’s DTH service, called DD Direct Plus.
However, it now transpires that for this to happen, a government nod is needed because this could mean changes in the original cabinet note on the basis of which the previous government had cleared financial aid to the KU-band project.
According to a source in Prasar Bharati, which looks after DD and sibling All India Radio, “The original cabinet note on DTH had mentioned that a certain charge would be levied on private channels as carriage fee for those that would agree to come on board. Even for a waiver of this condition, a government okay is needed and it is being awaited.” Interestingly, the whole game plan involving DD’s DTH forays seems to be flawed, including the communication strategy, and this is being increasingly realized in Prasar Bharati, whose secretariat is finding itself helpless as various regional centres of DD have been announcing DTH plans without co-ordination.
“We understand that there is a flaw in the strategy as various regional kendras (centres) are announcing that they are launching DTH services. How can regional centres launch a DTH service? What was originally planned that each regional centre would do its bit to create the hype for the DTH service. But now, it seems, every centre is communicating the wrong things to the media,” the Prasar Bharati source said.
What is the information and broadcasting ministry doing on DD’s much-hyped-but-still-to-be-seen DTH service? Ministerial sources said that the file is being studied as the government would like to wait and see if the broadcast and cable regulator recommends, as part of an overall report, that all TV channels must be made available to all platforms on a non-discriminatory basis, including DTH.
Since July, DD has been heavily advertising on its network that its DTH service was to be launched soon. As of today, no final date has been fixed for the formal launch. The last date that Prasar Bharati was looking at was 15 September, which has come and gone.
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.
