DTH
Dish TV adds ‘Zing’ to Tripura market
KOLKATA: A month after launching its sub-brand ‘Zing’ in West Bengal and Orissa, direct-to-home (DTH) TV services provider, Dish TV, has introduced it in Tripura. The move is in keeping with Dish TV’s plans to expand its footprint in the eastern region of the country.
“Zing digital TV has been launched in Tripura with 27 Bengali channels including Khobor 365 Din, the only satellite channel of Tripura,” said a Dish TV official, pointing out that at the time of its launch, Zing offered only 26 channels. More than 80 per cent of the population in Tripura speaks Bengali, he added.
The official further said that Zing was a part of Dish TV’s strategy to search for newer ways to reach out to viewers through relatable content. “Besides content, all above-the-line (ATL) and below-the-line (BTL) advertising, packaging and other marketing activities will be available in Bangla in Tripura as it is mainly a Bengali-speaking market,” he added.
Apparently, Dish TV has earmarked an investment of Rs 7 crore for the 360-degree marketing campaign.
Meanwhile, users can buy Zing from any Dish TV retailer for Rs 1,099, with packages available for Rs 175, Rs 249 and Rs 349.
Going forward, Dish TV is likely to look at Gujarat and Maharashtra for expansion of its Zing sub-brand, as was reported by this website last month.
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.
