DTH
DishTV launches customised packs in Karnataka, AP & Telangana
MUMBAI: In a bid to acquire subscribers in Karnataka, Andhra Pradesh and Telangana during Phase III areas of Digital Addressable System (DAS), direct to home (DTH) operator DishTV has launched a new package called Khushi, which offers customers the power to create their own pack.
The new includes 45 South Indian channels, five Kannada channels and 11 Telugu channels.
For the customers moving to DishTV, the company offers various options by providing them a choice of custom-made 17 entertainment add-on packs ranging from Rs 25 – 75 per month and regional add-ons starting from Rs 10 per month.
Subscribers can avail best of Kannada entertainment at as low as Rs 139 per month and wholesome Kannada entertainment at Rs 169 per month. Further to appease the need for sports enthusiasts, the sports add on with best of Kannada entertainment is available at Rs 189 per month.
For accessing Telugu entertainment, customers will have to pay Rs 139 per month. Popular kids add on with complete Telugu entertainment is priced at Rs 164 per month and the sports add on with complete Telugu entertainment will be available at Rs 189 per month.
DishTV CEO Arun Kapoor said, “Over the years we have observed the trend of the viewer preferences prevailing in the Tier 2 and Tier 3 markets. They have an inclination for regional content. Keeping this in mind DishTV has always been at the forefront to provide innovative solutions to enhance the TV viewing experience for our subscribers in regional markets.”
He further added, “Now, with the extension of deadline for the phase III of TV digitisation in India, we aim to capitalise the huge captive user base, which would be switching from analogue cable to digital platform. Khushi offers its subscribers the ‘Power to create your own pack’ and ensure that they enjoy seamless services with uninterrupted entertainment at cost effective rates.”
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.
