DTH
Dish TV India-C21Media launch Content India 2025 to elevate Indian content
MUMBAI: In the chaos of India’s vibrant yet often disorganised digital landscape lies a reservoir of untapped potential—a creative powerhouse waiting to command global attention. With content exploding across platforms and talent overflowing, the challenge has been bridging local brilliance with international collaborations. Now, a groundbreaking initiative promises to declutter this overwhelming abundance and spotlight India’s creative strength on the world map.
Content India 2025—a landmark partnership between Dish TV India and UK-based C21Media. Designed to harness India’s innovation and storytelling capabilities, this initiative aims to position the country as a global content hub, showcasing its prowess in production, post-production, and creative collaboration.
At a time when India’s digital content creation market is projected to surge from $1,538.8 million in 2023 to $4,403.5 million by 2030, according to a report by Grand View Research, this platform arrives as a much-needed catalyst to organise, streamline, and celebrate India’s boundless entertainment talent.
By fostering global partnerships and promoting fresh narratives, Content India 2025 stands poised to redefine India’s creative footprint—transforming it into the content epicenter it deserves to be.
Scheduled for 1-3 April 2025, Content India will blend a marketplace, conferences, and networking opportunities, providing a platform for creators, producers, distributors, platforms, and channels to connect. The summit will set the stage for a larger Content India 2026 event, modelled on the success of C21Media’s Content London and Content Americas.
Dish TV India, CEO & executive director, Manoj Dobhal highlighted the initiative’s significance, “The Indian entertainment industry is at a critical juncture, with its content resonating like never before across international audiences. Content India 2025 is our effort to empower Indian creators and bring global opportunities closer to home. By fostering innovation and collaboration, we aim to position India as a global content powerhouse and pave the way for sustainable growth in the industry.”
With a robust ecosystem comprising 582+ channels, 21 OTT platforms, and advanced technological capabilities, Dish TV India is well-placed to drive this initiative. Content India 2025 will provide a comprehensive platform to expand markets, equip Indian creators to meet global demand, and propel Indian entertainment to the forefront of the international content landscape.
C21Media editor-in-chief & MD, David Jenkinson emphasised the partnership’s value, “India’s entertainment industry holds immense potential to lead the global content landscape with its creativity and innovation. Partnering with Dish TV India for Content India allows us to bring together the best minds in the industry, fostering collaborations that drive meaningful growth and unlock new opportunities for content creators on an international scale.”
This collaboration underscores Dish TV India’s commitment to enabling sustainable growth and innovation, ensuring Indian content achieves global recognition.
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.
