DTH
Dish TV & ALi tie up – chipset tech vital for secure VAS, enriched viewing
MUMBAI: India’s largest DTH operator Dish TV is tying up with ALi Corporation, a STB (set-top box) manufacturer, for launching its Liberty project.
Also, ALi Corporation is integrating Conax robust cardless security client into HEVC series system on chip (SoC) family, expanding operator STB offering, which is aimed at emerging markets such as India, LatAm, APAC and Africa. The ALi HEVC family includes SoCs for Satellite, Cable and IPTV decoders.
ALi’s project with Dish TV would be based on its system-on-a-chip technology to offer next-gen security, performance and flexibility while being cost-efficient needed for India. The aim of the project is to provide VAS to expand Dish TV’s market share, hike revenue and enhance user experience. ALi and Dish TV will launch the Liberty project to accelerate convergence and target future expansion opportunities. The Liberty project is based on ALi Corp.’s cutting-edge and sophisticated SoC technology.
India is the largest DTH market in the world based on the number of subscribers. According to statistic reports in 2016, subscribers reached approximately 65 million in India. Since the introduction of the DTH service in 2003 by Dish TV, the market has experienced exponential growth through multiple digitalisation phases.
Throughout Phase 1 and Phase 2, four metropolitan areas of Delhi, Mumbai, Chennai and Kolkata had gone digital in 2012. In Phase 3, most of the urban areas in India had gone digital and completed ASO (Analogue Switch-Off) process. As Phase 4 is around the corner, the operators are looking forward to the opportunity targeting at the households in rural areas and thus the whole country will be digitalised. For operators to stay ahead of the game, chipset technology plays a significant role in their capability to supply value-added yet secured services that will help them establish a wider subscriber base by offering enriched viewing experience.
“Dish TV serves over 14 million subscribers by 2016, leading the Indian DTH market,” said Dish TV COO VK Gupta. “To maintain our market leadership and prepare for future opportunities, we implemented ALi Corp.’s SoC solution to launch the Liberty project, which will improve our DTH operations. ALi Corp. has the expertise to help us provide whatever it takes to realise the true spirit of the Liberty project.
“Ranked among the world’s top 3 with a good chance to be further boosted amid the industry reshuffle, ALi Corp. has a proven track record in delivering high-performing and competitive STB chipset solutions,” said ALi Corp COO Tony Chang. “The Dish TV deployment of ALi Corp. SoC platforms further signifies recognition on our global achievements in helping partners go through ASO and digitalisation processes. We are confident to offer innovative and revolutionary features and services to Indian views and we will fully support Dish TV in their expansion,” Chang added.
DTH satellite pay-TV sector in India is a growth-oriented industry. Media Partners Asia had forecast it will generate revenues of US$ 4.04 billion by 2018 and US$ 5.6 billion by 2023 in the country. The DTH active subscribers may increase to 60 million by 2018 and 70 million by 2023. This means a 39 per cent share of the overall market by ’23 and a 56 per cent of the digital pay-TV market.
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.
