DTH
Dish TV forays into urban market
NEW DELHI: A public interest litigation (PIL) on direct-to-home TV services that clouds the sector with uncertianities notwithstanding, Dish TV has said it would now target the urban market, while offering customised package for region-specific markets.
This step has been taken in view of the enhanced offering on Dish TV of about 100 channels. Till now, Dish TV was concentrating on the rural markets more aggressively.
Backing this channel offering is a range of finance options available throughout Dish TVs range of dealer outlets, the statement said.
An introductory offer let’s a customer bring home the Dish TV excitement for as low as Rs 3,999. The monthly installment scheme works out to Rs 150 (payable quarterly) for three and a half years. Another scheme, called Dish Royale, envisages payment of subscription charges of required bouquets of channels for two years collectively at the time of purchase and the hardware comes free of cost, Dish TV has claimed in the statement.
Dish TV, promoted by the Subhash Chandra-controlled Essel Group, has claimed that all of Indias regional languages are represented in terms of channel options and customised packages. Viewers from the Hindi heartland, Punjab, Tamil Nadu, Andhra Pradesh, Bengal, Orissa, Kerala, Karnataka, Maharashtra and Gujarat are offered distinct packages that combine the essence of local viewing with a range of pan-Indian and international entertainment.
Commenting on the enhanced offering, Essel Group additional vice-chairman Jawahar Goel today said in a statement, “Dish TV has the power to revolutionise Indias TV experience. Our ability to offer a superior solution in rural and semi-rural markets made us stupendously successful. Now, with this bouquet of 100 channels, were looking forward to this urban foray.”
The Dish TV bouquet encapsulates channels from 32 Indian and international broadcasters that cover genres like news, soaps, sports, music, movies, cartoons, regional-languages, plus a range of niche channels. Broadcasters
include Turner, ESPN, Star Sports, NDTV, TV Today, India TV, ETV, and Asianet. Besides these, Dish TV also provides channels from the Doordarshan stable.
Besides TV channels, Dish TV provides eight radio channels, teletext, dual audio for channels, parental control and electronic programme guide (EPG). Viewers will soon be able to access the Internet too through this service, apart from getting to record favourite programmes with personal video recorder and accessing certain channels for a limited period with pay-per-view.
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.
