DTH
Dish TV to introduce card-less set top boxes
MUMBAI: Dish TV India is looking at moving away from set top boxes requiring smart cards for subscribers to its satellite pay TV service. This is likely to take place over the next three or four months.
Last weekend, India’s largest DTH provider announced that it had selected Rambus’ Cryptomedia security platform for use in its pay TV satellite system. The platform, which includes a hardware root-of-trust embedded in the set-top box chipset, ensures secure distribution of premium content for cable and satellite operators while eliminating the need for a smart card and enhancing usability of the set-top box.
“As we look to grow our customer base from the current 13 million subscribers, the demand for cost-effective and robust content protection solutions becomes increasingly important for consumers seeking premium content,” said Dish TV India managing director Jawahar Goel. “By leveraging the embedded CryptoMedia core, we no longer need a smart card to provide secure access to premium content, significantly reducing the cost and improving the security of the set-top box.”
The CryptoMedia Content Protection Core, developed by Rambus Cryptography Research, is one of several new security elements to be integrated in Dish TV India’s latest set-top boxes. Together with the CryptoMedia operator services, the solution provides a flexible security foundation that allows Dish TV India to easily update and reconfigure software and hardware security throughout the lifecycle of the set-top box. Dish TV India will launch the new platform in broad commercial operation later this year.
“By using the CryptoMedia Content Protection Core, Dish TV India recognizes the value of enabling another level of protection in the set-top box chipset alongside security elements provided by CAS vendors,” said Martin Scott, senior vice president and general manager of the Security Division at Rambus. “Our CryptoMedia Security Platform provides Dish TV India with extra protection for the delivery of content, utilizing our expertise in both embedded security and ecosystem enablement.”
Formerly part of the CryptoFirewall family, the CryptoMedia Content Protection Core is designed to provide strong security and superior system design flexibility for premium content distribution. The solution minimizes the risk of security failure and helps simplify product development. The core is available in a broad range of set-top box and smart TV chipsets and is compatible with the leading CAS and DRM systems to prevent unauthorized access to content and services, including features like pay-per-view and service-tier upgrades.
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.
