DTH
Dishtv launches movie-on-demand service
MUMBAI: Dishtv, Subhash Chandra’s Essel Group-promoted DTH platform, has announced the launch of its movie-on-demand (MoD) service. The feature will offer two movies per week, allowing viewers to control the choice and timing of the movie.
Dishtv subscribers can order the movie through IVR/Phone, SMS, or by logging onto www.dishtvindia.com. The subscriber is authorised to view the movie within 24 hours for Rs 40.
According to Dishtv India managing director Sunil Gupta, the company is in dialogue with filmmakers and producers to secure rights to distribute as well as release their films via its newly offered MoD platform. “Our goal is to provide a balance of offbeat and independent movies, in addition to a wide selection of mainstream movies. Dishtv views VoD as an opportunity for filmmakers to reach a large audience.”
Speaking on the service, he adds further, “Unlike traditional pay-per-view, the consumer can watch the film of his choice at any time. In the current broadcasting environment, programme timing and selection is the exclusive prerogative of the broadcaster. With MoD, the consumer has complete control over the content.”
A research conducted by the company indicates that movies shown on a schedule doesn’t interest consumers much because of their daily chores and routine. “Moreover, they will go to a nearby shop at any time to get VCD’s on rent. This service will allow consumers to view their choice of movie in true DVD format at more convenience, also reducing the damage caused by video piracy,” says Gupta.
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.
