DTH
Dish TV offers ‘Digishala’ to 15 million subs
MUMBAI: Dish TV, India’s largest pay digital platform for distribution of television channels, is offering its 15 million subscribers digital education channel Digishala. With the placement of the channel on LCN number 2036, Dish TV became the country’s only pay-DTH provider to offer access to Digishala, government’s recently-launched 24×7 TV channel committed to educate the masses on digital payment modes.
In this crucial hour of demonetisation, when businesses, consumers and the common man are battling tough times to stand up to the test of doing cashless transactions, government’s initiative to come up with a channel for the purpose is an innovative and commendable step. Dish TV welcomed the step by placing the channel on its platform.
The channel was placed on Dish TV as soon as it was dedicated to the people by the minister of electronics and IT Ravishankar Prasad and minister of state, electronics & IT P.P. Choudhary.
Digishala is a free to air channel that aims to introduce the use of cashless, paperless and faceless transactions to rural and semi-urban people across villages and small towns.
DishTV, the leader in direct-to-home space in India, had, in 2003, pioneered the introduction of digital modes of revenue collection and, to further harness that, had introduced prepaid cards for its trade partners. As online transactions, credit cards and a cashless society become buzz words today, Dish TV takes pride in having a subscriber base wherein more than 40% of its customers do online recharge transactions. As far as B2B transactions are concerned, DishTV have them all as cashless.
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.
