DTH
Dish TV launches Zing in Kerala with 27 Malayalam channels
MUMBAI: A decade after serving the nation with direct to home (DTH) services media mogul Dr Shubash Chandra owned Dish TV has now launched its regional DTH brand Zing in the Kerala market targeting Malayalam viewers.
It may be recalled that in an exclusive interview with Indiantelevision.com recently, Dish TV CEO RC Venkateish had said that after being present in the Bengal, Tamil Nadu, Andhra Pradesh and Maharashtra market, Zing would expand into the Kerala market.
Special conceptualisation and customization has been done keeping the Malayalam viewers in the state of Kerala, who are rapidly moving over to the digital platform.
The bouquet of services are derived from a consumer survey revealing the most watched channels in this region. As an attempt to give the best services to the consumers at a reasonable price, Zing will offer 27 Malayalam channels and services along with 150+ channels at an exclusive price of Rs 99 per month.
Venkateish said, “Our consumer demographic study has indicated that large segment of TV viewers from medium and small town prefer content from their own region. Zing will address this need and provide maximum available regional content (27 Malayalam Channels and Services) to viewers through exciting packs as compared to other DTH brands.”
He added, “Zing is our unique initiative where a complete new brand is being launched to address this need for regional content. Now not only will packages cater to specific audiences across states, but even communication will be in the customer’s language of choice.”
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.
