DTH
Dish TV considers deploying 15-20 million multi-layer CAS STBs over 5 years
MUMBAI: The Jawahar Goel led Direct-to-home service provider Dish TV India is considering deployment of around 15-20 million Set Top Boxes(STBs) incorporating multi-layer condition access system (CAS) solutions over a period of 5 years and is hopeful of completing the selection process by December 2015. Adoption of multi-layer (CAS) will ward off potential security threats as well as enhance system efficiency going forward.
Further, Dish TV is also toying with deployment of STB’s supporting card-less technology simultaneously. Currently, the DTH operator uses Conax card-based CAS from Nagra and plans to adopt simulcrypting technology going forward..
Dish TV recently issued a request for proposal (RFP) to leading CAS vendors across the globe. Irdeto, Viaccess, Pace, Verimatrix, Cisco, Nagra, Nstv, Conax, Civolution-Nexguard, CRI and SMI are some of the vendors that have shown the interest. The company is currently evaluating all proposals received on a strict core security benchmark and shall select multiple partners keeping its business interests in mind..
With more than 13 million subscribers Dish TV, a part of the Essel Group also provides digital cable television services through its cable distribution arm, Siti Cable (approx. 4 million subscribers).
Zee Entertainment Enterprise Limited (ZEEL) is the flagship company of the group, and beams more than 100 channels across the globe, through its direct to operator (DTO) arm.
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.
