DTH
Dish TV adds MTV Indies HD
MUMBAI: Dish TV has added MTV Indies HD to its growing list of HD channels. It will be available on channel number 87 and takes the total tally of HD channels of the DTH operator to 37.
Speaking on the development, Dish TV India COO Salil Kapoor said, “Being a pioneer and market leader, Dish TV has always stood up to its promise of providing maximum entertainment. Latest trends suggest that people are watching HD channels, keeping that demand we are delighted to add MTV Indies HD and will continue to adding what consumer wants and provide the source of rich infotainment to audiences in largest DTH platform.”
Speaking on the addition of the channel, IndiaCast UTV Media Distribution COO Gaurav Gandhi said, “With the launch of MTV Indies SD and HD on the platform, we have further strengthened our partnership with Dish TV and as a network, we remain committed to deliver high quality entertainment and news services to our viewers across the country – a vision that is shared with Dish TV. With the channel now available on Dish TV, more viewers across India would have access to the engaging content which the channel has to offer.”
MTV Indies HD targeted mostly at the vibrant youth showcases a variety of content, such as insights into iconic album art, a look at what happens backstage at major concerts, graffiti art etc and was launched early this year.
MTV Indies HD focuses on alternative music, film, art, street culture and fashion.
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.
