DTH
DesiTV launched in America
From today NRI’s and other Asians in America who feast on television programming that they can identify with have a new channel to look forward to. TV 36, which is America’s first and only all South Asian Terrestrial TV channel, has signed an agreement with Ethnic Media Group Inc. Under the agreement EMG will run a new channel Desi TV and the content will be drawn from the channels belonging to the Reminiscent Television Network. EMG is under license from RTV (UK) Ltd.
The Reminiscent Network which started operations in 1998 operates 8 channels in Asia and the United Kingdom where it claims a reach of 200,000 Asian homes. In India, the company which started operating in 1999 claims that its Lashkara and Gurjari channels draw high ratings. Desi TV is a part of Reminiscent’s strategy to break new ground in ethnic television entertainment. The company is trying to fill the market gap in all the ethnic communities in America who thirst for quality entertainment in their mother tongues.
Desi TV programmes will cover six languages: Hindi, Punjabi, Gujarati, Tamil, Telegu and Urdu. DesiTV will produce programmes in these languages which will give the youth from the Indian diaspora a chance to display their talent.
Channel highlights include serials like Sea Hawks, Deewar, Shanti and movies. Keeping in mind the fanatical interest Asians maintain in cricket the channel will devote coverage to the sport as well.
Anil Srivatsa COO of Reminiscent Television (USA) Ltd. (RTV) and EMG is in charge of managing Desi TV. He also hosts and produces America’s largest syndicated South Asian Radio show Anil-ki-Awaaz.
Talking on the role Desi TV will play in the television landscape Srivatsa said: Within the current scenario of Pay television, we are launching our channel in the free-to-air mode. Our goal is to expand this service to other cities through similar distribution channels. Our strength is language and we at RTV believe in reaching the grass root South Asian population by giving them something in a language that truly takes them back to a world they can reminisce about.
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.
