DTH
Dish TV collaborates with Concentrix Corporation to enhance business services
MUMBAI: Direct to home (DTH) operator Dish TV with its 12.1 million net subscribers has collaborated with Concentrix Corporation, a global leader in high-value business services to further enhance its business services for its premium customers. This is another positive move by the DTH player in providing services of global standards.
Innovation has always been synonymous to Dish TV. Being the pioneers in DTH services in India, Dish TV has always been ahead in providing unequaled services in customer relations, movie on demand, video on demand, account balance card, DishOnline amongst several others, in addition to being the largest provider of HD channels. This collaboration will bring together Dish TV’s innovative offerings and revolutionary features with the world class customer engagement expertise of Concentrix. The choice to partner with Concentrix Corporation comes as a result of explosive growth in the Dish TV client base, and recognition of the high volume of customers who desire HD channels and require a higher level of service.
Dish TV chief operating officer Salil Kapoor said, “Concentrix offers deep domain expertise, innovative technologies and a holistic approach to customer engagement that is fully in line with Dish TV’s driving purpose to provide “Service with a Passion”. This is an ultimate move made towards ensuring customer engagement and satisfaction.”
Concentrix general manager – India domestic Anuj Kumar added, “We are thrilled to partner with Asia’s largest DTH Company in delivering a premium customer experience to Dish TV subscribers. Through our customer engagement services, technology, analytics and more, our aim is to add value to every customer interaction.”
This recent procurement of a five-year deal with Concentrix Corporation on the part of Dish cements the initial step toward customer life cycle management and a strengthened presence in the globalized Indian market. Dish TV has high expectations for the delivery of premium customer service experience, service differentiation and improved retention. The strong references and demonstrated track record of delivering high quality results on the part of Concentrix contribute to a powerful and promising partnership.
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.
