DTH
Dish TV India introduces educational channel ‘Kalvi Tholaikkatchi’
KOLKATA: Dish TV India has started broadcasting ‘Kalvi Tholaikkatchi’ – an educational channel launched by Tamil Nadu Government. The free-to-air channel will telecast daily from 06 AM to 11 PM on both its platforms- DishTV and D2H.
Available on channel number 597 on both DishTV and D2H, Kalvi Tholaikkatchi telecasts programs conducted by experts on preparing for competitive examinations as well as programs that enhance the students’ creativity. Additionally, the channel provides all the major announcements related to students and also has live programs by the School Education Department of the Government of Tamil Nadu.
Commenting on this new channel launch, Dish TV India Ltd executive director and group CEO Anil Dua said, “The outbreak of Covid-19 has adversely affected the rhythm of school and college-going students. With the launch of Kalvi Tholaikkatchi on both our platforms, we are enabling several million homes across Tamil Nadu to receive quality education daily from the safety of their homes. This adds to the 33 Swayam Prabha and Kite Victers educational channels that we are beaming in the regions across the country from both our DishTV and D2H platforms.”
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.
