DTH
Dish TV & Shemaroo get religious; launch Bhakti Active
MUMBAI: After launching a special Gujarati VOD pack, both the Jawahar Goel – headed Dish TV India, Asia’s largest DTH brand, and Shemaroo Entertainment are back once again in yet another move to expand the operator’s gradient of value added services (VAS) with the launch a new premium service called “Bhakti Active.”
The Bhakti Active service will cater to the needs of consumers and viewers who enjoy mythological and religious content. It will air live aartis, bhajans, shlokas and documentaries throughout the day. The respective programmes on the Bhakti Active service will be lined up based upon the Hindu calendar and festivals.
Bhakti Active is a premium religious ad free subscription based service and is being launched for trials and previewing till 31 August, following which it will carry a price tag of Rs 30 a month.
This religious service will be available on channel number 755 on DishTV & Zing. Customers can easily activate this service by giving a missed call on 18002700371.
Speaking on the launch, Arun Kumar Kapoor, Chief Executive Officer, DishTV said: ““Being a pioneer and a market leader in the DTH industry, DishTV stands for quality and commitment. It has always lived up to its promise of providing maximum width and depth of content to its consumers. We have always taken the lead in enhancing the value proposition and provide the best in entertainment to our subscribers. We are happy to announce our partnership with Shemaroo to launch the Bhakti Active Service on our platform. This move reiterates our commitment to augment the TV viewing experience for our viewers.”
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.
