DTH
Dish TV’s appeal to the Finance Minister
MUMBAI: The Direct to Home (DTH) industry has been vehemently opposing the heavy taxation being levied on the various operators in the country. In view of the same, the country’s oldest DTH operator Dish TV has appealed to the new Finance Minister Arun Jaitley.
The DTH operator in its appeal has requested the Minister to alleviate the crushing burden of multilayered taxation in the DTH industry which is in turn killing the industry. The operators are subject to several taxes such as 10 per cent licence fee, 12.36 per cent service tax from the centre and the state level entertainment tax which is as high as 33 per cent in some states. While the average tax rates in most states is 30 per cent, in some it is as high as 50 per cent.
The appeal states that no other service in the country is subject to both service as well as entertainment tax at the same time. “DTH industry has revolutionised entertainment and information for the common man reaching far flung remote areas of the country where no other source of entertainment and information exists. It has brought transparency and tax revenues to the government which was impossible to ascertain and collect in the old analogue regime,” states the appeal.
Dish TV says that the entire industry has made investments of over Rs 25,000 crore but is still bleeding with no operator making money despite being in business for more than 10 years.
The request by the operator on behalf of the entire industry is to provide relief from the twin burden of entertainment tax and service tax. It requests to allow abatement of service tax to the extent of entertainment tax paid or 60 per cent of service tax whichever is lower.
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.
