DTH
Dish TV reduces STB rate, offers 1-month free subscription
MUMBAI: DTH player Dish TV is looking at various ways to stay strong in the market. The latest move is to reduce the price of its set top boxes. Dish TV has slashed the rate of its most premium STB. Now, Dish TV NXT STB will be available for Rs 1590, which is Rs 50 less than the previous cost.
Usually, the price would only cover the cost of the STB but now the DTH operator is also offering a free one-month subscription, lifetime warranty and coupons worth Rs 2000, according to reports. This means that subscribers won’t have to pay a penny for HD channels for one month.
The NXT STB has a smart and easy user interface with intuitive functionalities. It also has multi-lingual support as well as games.
Other DTH players have also taken similar steps recently. Airtel Digital TV slashed rates by Rs 200 while Tata Sky is offering both SD and HD STBs for Rs 400 less.
These decisions by DTH players sound like strategies to counter the threat that is being posed by the giant in Jio. The upcoming Jio Home TV is said to rely on its own GigaFiber network to show TV channels. Rumours abound that Jio’s service will cost just Rs 600 where people can watch free channels and get 100 GB worth of data as well as free voice calls. The Jio Triple Play is what it is being called.
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.
