DTH
Dish TV goes mobile, Zee dons new look
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NEW DELHI: It’s action time at the Subhash Chandra-controlled Zee Telefilms. The network not only has gone in for a complete makeover, including logos, but has also introduced the concept of mobile DTH service through its 20 per cent owned service, Dish TV. |
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A similar experiment is being tried out by Indian pubcaster Doordarshan through mobile digital terrestrial transmission (DTT) in Chennai. |
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With a consumer base of over 200,000, as claimed by Dish TV, the DTH service provider is pushing aggressively to press home some early advantage as it becomes imminent that Space TV, a joint venture between the Tatas and Star, would get a nod for a DTH service sooner or later.  Now for the news of the makeover. After almost 13 years of existence, Zee Network has decided to sport a new look, which also includes renaming of the three English channels. So, from 27 march midnight Zee English is Zee Café, ZMZ is Zee Studios and MX is Zee Select. Comedy channel Smile TV is now Zee Smile and Trendz is Zee Trendz. All channels under the Alpha brand will be now under Zee brand. The channels’ new, crisp and contemporary logos are part of a game plan to get a new image. In addition, Zee TV will have brand new on-air packaging and promotions as well. |
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According to a statement from Zee, the regional Alpha channels will be called Zee Marathi, Zee Bangla, Zee Gujarati, Zee Punjabi and Zee Telugu. The re-branding exercise is being undertaken in a phased manner. Initially, the old and the new logos will be displayed together on the TV screens for the convenience of viewers. Gradually, the old logos will be phased out. The statement quoted Zee Telefilms CEO Pradeep Guha as saying, “This re-branding exercise is the first step in weaving a thread of common identity between our many diverse brands. And, while each brand is a distinct entity of its own, now it is also an unmistakable member of the Zee family. Also, the re-branding is aimed at adding the extra zing and edge, which reinvents the spirit of the brand and brings it closer to our younger audience cohorts.” Zee Telefilms, launched in October 1992, reaches more than 120 countries and has access to more than 500 million viewers globally. Zee Network has created strong brand equity for itself over the past years and is currently the largest media franchise serving the South Asian diaspora. |
India’s first Direct-to-Home (DTH) service late last week unveiled a dish that can be installed on moving vehicles for TV viewing on the move. This is aimed at tapping long-distance bus and tour operators in the country.
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.
