DTH
Dish TV waives off 30-day lock-in period for pay channels, channel bouquets
MUMBIA: India’s biggest direct-to-home operator Dish TV has waived off the 30-day lock-in period for pay channels and select channel bouquets it had levied earlier.
This lock-in period, which was earlier introduced by the DTH operator, prevented consumers from unsubscribing to a channel they had opted for until the duration of the lock-in period.
Consumers can now drop and opt for channels without these restrictions.
According to some subscribers, however, there is no change made to the seven-day lock-in period for sports channels.
Dish TV is by far the largest DTH player in the country and probably the second largest globally. As on 31 December 2018, Dish TV claimed a net active subscriber base of 236 lakh (23.6 million, 2.36 crore).
Two major DTH players – Airtel Direct TV (Airtel DTH) and the merged Dish TV Videocon d2h entity (Dish TV) have about 55 percent of the market share of private DTH subscribers in the country. During CY 2018, these two players added 17.06 lakh (1.706 million, 0.1706 crore) subscribers, or 58.2 percent of the net subscribers that were added by all the 5 private DTH players in the country. Airtel DTH added 10.63 lakh (1.063 million, 0.1063 crore) net subscribers, while Dish TV added 6.43 lakh (0.643 million, 0.0643 crore) during the period under review.
Earlier in the week a report by CNBC-TV18 claimed that Singapore Telecommunications Ltd (Singtel) and Bharti Airtel are jointly looking to buy a stake in Dish TV in a bid to compete with Reliance Jio.
The duo is looking to acquire the promoter’s 60 per cent stake in Dish TV for around Rs 6150 crore. As part of Bharti Airtel’s plan to raise $4.6 billion, Singtel is likely to buy stock in it worth $525 million through shares and bonds.
GIC, the parent company of Singtel via Temasek Holdings, also owns about 20 per cent in Tata Sky and could hint at a future possibility of further consolidation in the DTH sector.
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.
