DTH
Dish TV ties-up with Hungama to launch music service
MUMBAI: Keeping in mind the ever growing demand in music, direct to home (DTH) operator Dish TV has tied up with Hungama to launch Music Active, which will provide subscribers with music across 10 different genres.
The active service will enhance Dish TV’s portfolio in the field of value added services (VAS) and provide unlimited music to its subscribers.
Catering to the need of Bollywood music lovers and other streams of music such as devotional, western, and pop music Music Active will have a mix of Bollywood hits and Bollywood retro. Simultaneously reaching out to the music lovers of other genres, Music Active will also have international hits, international classics, devotional, ghazals, Bhojpuri, Kannada, Tamil and Carnatic hits.
Customers of the active service will be able enjoy uninterrupted music unlike music channels. Music Active is completely ad free. Another important advantage for music lovers would be that unlike music apps, there will be no buffering of songs leading to steady entertainment.
The service while will be free from 27 August to 6 September, it will then be made available at an introductory price of Rs 35 till 31 October and will be priced at Rs 45 starting 1 November, 2015. The audio service can be availed by giving a missed call on 18002700096. Music Active will be available on channel number 671 on Dish TV.
Dish TV chief operating officer Salil Kapoor said, “Being a pioneer and market leader, it has been our constant endeavour to make television viewing a wholesome experience for the entire family and to increase affinity with our audiences by providing them the choice of content they would like to watch. Dish TV has always taken the lead in enhancing the value proposition and believes in providing the maximum and the best in entertainment to its subscribers. We are delighted to tie up with Hungama for launching Music Active, with the launch of Music Active, we are continuing with our legacy of offering another unique service for our consumers who are inclined towards music and will have this great opportunity to enjoy music of all genres in the close comfort of their homes.”
Hungama.com CEO Siddhartha Roy added, “Music Active co-launched by Hungama and Dish TV will bring uninterrupted and ad-free music to subscribers. We are proud to associate with the DTH service as we bring subscribers their favorite music across 10 different genres ranging from Bollywood, regional, devotional to international, etc. I am certain that Dish TV subscribers will enjoy grooving to Bollywood, regional and international music’s most popular hits and retro tracks only on Music Active.”
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.
