DTH
Dish TV exploring possibility of setting up domestic STB manufacturing business
MUMBAI: The positive thrust that the cable and DTH industry has been receiving from the current Information and Broadcasting (I&B) Minister Prakash Javadekar is getting encouraging response from the industry.
While the government has classified set top boxes (STBs) as telecom equipment to encourage indigenous manufacturing of STBs, Dish TV has decided to tap into the emerging domestic market.
Reporting improved results, Dish TV MD Jawahar Goel said that the company is ‘re-evaluating possibilities for domestic manufacturing of STBs’.
Speaking to indiantelevision.com, Dish TV CEO RC Venkateish said, “We are exploring the idea of domestic STB manufacturing given the incentive and fillip that the government is keen to provide to domestic manufacturers.” He added that there seems to be an overall trust of the government which is the underlying assumption that indigenous manufacturing will save costs as compared to importing boxes.
Venkateish said that the company is currently evaluating the cost structure for setting up an STB manufacturing unit that will not just provide boxes to Dish TV but to others in the industry as well. Though the company would have to invest in capex and opex for the manufacturing unit, whether this will help them save up the additional cost of custom duties that imported boxes incur, is still a question mark.
Dish TV has reported an addition of 332,000 subscribers in Q2 2015 with lower losses at Rs 15 crore as compared to the previous quarter.
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.
