DTH
Dish TV – Bharti Airtel deal called off over valuation differences: report
MUMBAI: The deal between direct-to-home (DTH) operator Dish TV’s promoter Essel Group and Bharti Airtel has been called off due to differences over valuation, according to a report in Business Standard.
Now, the promoters of Dish TV have begun talks with a global financial investor which does not have operations in India, for half of their stakes. According to the report, Essel Group will use the cash from the sale to repurchase a five percent stake in its flagship property Zee Entertainment Enterprises (ZEEL) in the next 12 months.
The strategy is eventually to go up to 26 per cent, the report added. The Essel group expects Rs 2,000 crore from the deal, if it goes through. Last year, it sold 16.5 percent out of its 22.37 percent stake in ZEEL.
As Bharti Airtel is looking out at expanding its DTH business to face the challenge thrown by Jio, the deal would have helped Sunil Mittal’s Airtel to emerge as the largest force in the DTH sector. Dish TV’s subscriber base is way higher than that of Airtel Digital TV.
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.
