DTH
Digitalisation: Lack of exclusive content a hurdle
MUMBAI: With no exclusivity how is the switch to digital going to accelerate? “Work with what is available and offer the same content pitched on quality of service and creative and unique packaging of content, my dear fellow.”
That about paraphrases the general tenor of the discussion during the session afternoon session ‘Sizing up the promise of digital’ at the India Television Summit’ had the panelists (Reliance Infocomm President Prakash Bajpai, Tandberg Television Business Manager Simon Cothliff, Hathway CEO K Jayaraman, Tata Sky CEO Vikram Kaushik, Dish TV CEO Sunil Khanna, Indusind Exec Director Ashok Mansukhani and NDS AsiaPac GM Sue Taylor) discuss the various challenges and opportunities that content distributors faced and whether and how technology would help address them.
Among the points that came across were that the consumer is not overly concerned with what access technology is used, what is important is the content, the way it is packaged and how and when it is made available that matters.
Talking on various delivery pipes, Reliance’s Bajpai pointed out that there were several different ways of going about it but admitted that the Indian market reality was that it was an extremely difficult proposition, whichever route was adopted.
Bajpai touched upon broadband, 4gen Wimax, power Lines (through BSES), pipes getting bigger, content getting smarter, among other things.
Questioned about Reliance’s own DTH plans, Bajpai admitted that there were some ideas on the table but more in the concept stage at present. What Bajpai emphasized on was that “There is no one single format that we are going with. Addressing different market segments with different formats (is our gameplan).”
Speaking about the experience of Dish TV in rolling out its services, Sunil Khanna made an interesting observation. Which was that the Doordarshan’s efforts at educating the public about its DTH offering DD Direct Plus also gave a significant push to Dish TV’s own uptake of subscriptions. An indication of the largely unleveraged power the national broadcaster has at its disposal.
Hathway’s Jayaram pointed out that one major impediment for MSOs to digital in the absence of CAS was that one could not offer exclusive niche content, so there was no real differentiator in terms of content to what was available via analogue.
Hinduja TMT’s Ashok Mansukhani in amnner of speaking threw the gauntlet at wannabe DTH operators by asserting, “I think that cable will grow and will grow more. There are still 60 million more (homes) to reach out to. Cable will rule the waves for the next 10 years at least.”
Jayram, however, saw DTH entry as a trigger that would make the cable frat make the switch to digital as a mechanism to confront the competion the new delivery medium offered. “Personally at Hathaway we feel that DTH will take off well,” said Jayaraman.
Meanwhile, Tata Sky’s Vikram Kaushik said, “I think DTH will be an attempt at a structured change in the Indian media environment. We need to be modest in our expectations though – and expect more in the medium and long term rather than short term.”
“We need to be basic here. TV is about entertainment. There has been no innovation in the past 20 years in which people get that entertainment. That entertainment has to be made more entertaining with interactivity to enable more possibilities.
“Rather than a fine niche, we need to provide better entertainment at better costs to a mass audience.”
According to Kaushik, “The inherent advantages that DTH offered would be choice, control and interactivity.”
NDS’ Sue Taylor commented, “Costs of customer acquisition are too high, interactivity helps in retention. PVR is a global trend and will come into India sooner than later.”
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.
