DTH
Dish TV targets double customer base in Tamil Nadu
MUMBAI: The leading direct-to-home (DTH) brand Dish TV wants to strengthen its customer base in Tamil Nadu, the biggest market for the company. With the hope of nearly doubling customer base in the state, the company is already building up stronger presence by launching new packages and an advertising campaign.
The Hindu Business Line reported that it also expects a 35-40 per cent increase in revenues. The revenue from the state for the merged entity of Videocon d2h and Dish TV in last financial year was Rs 550 crore. As the state is going through digitisation, there are high chances of the company’s growth in Tamil Nadu where it currently has a customer base of nearly 1.5 million.
As reported by the publication, the company announced to offer 65 popular Tamil channels in the state from Friday. A 360-degree advertisement campaign called ‘Surprise Machi’ is also in the store which will be rolled out soon. It will also offer five new base packs based on the language the customer speaks.
Dish TV India senior vice president-marketing Sukhpreet Singh thinks there’s no threat from state-run Arasu Cable TV. The state government-owned network is gradually increasing its penetration across the state. Singh thinks there’s enough scope for DTH players to convert 8 million analogue receivers using customers into digital.
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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.
