DTH
‘Demand-driven’ communication satellite GSAT-24 launched; capacity leased to Tata Play
Mumbai: NewSpace India (NSIL) on Thursday successfully launched GSAT-24 in its first “demand-driven” communication satellite mission post space sector reforms, leasing the entire capacity on board to direct-to-home (DTH) service Tata Play, as per a news agency report.
The 24 Ku-band communication satellite was built by Indian Space Research Organisation (ISRO) for NSIL. It will provide pan-India coverage to meet DTH application needs, stated the report.
The satellite was launched by French company Arianespace in French Guiana (South America).
As part of the space reforms announced by the government in June 2020, NSIL incorporated in March 2019, was mandated to undertake operational satellite missions on a “demand-driven” model, wherein it had the responsibility to build, launch, own and operate satellites and provide services to its committed customer.
GSAT-24 is configured on ISRO’s proven I-3k Bus with a mission life of 15 years.
“Demand-driven” mode basically means when a satellite is launched, one will know who the end customers are going to be and what’s the kind of utilisation and commitment so that you have very effective utilisation of this satellite capacity once it goes into orbit,” the news report said qouting an NSIL official.
“Earlier the mode was supply driven, with capacity being leased after the launch with largely no firm commitment by customers beforehand,” the official added.
“The entire mission including satellite, satellite launch, launch campaign, insurance, in-orbit maintenance, transformation and support is fully funded by NSIL. Once the satellite is in orbit it will be fully funded and owned by NSIL,” NSIL chairman & managing director Radhakrishnan Durairaj also opined in the report.
Post the successful launch of GSAT-24, NSIL would own and operate 11 communication satellites in-orbit and meet the bulk of the communication needs of the country.
NSIL is the commercial arm of ISRO and a public sector undertaking by the Government of India.
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.
