DTH
DishTV rolls out new subscription pack for DAS Phase III markets
MUMBAI: In an attempt to capture a chunk of analogue cable users in Phase III areas of Digital Addressable System (DAS), direct to home (DTH) company, DishTV is gearing up for an aggressive plan.
The company has launched a new subscription package called Dish99 and has also launched a campaign, which is catered to the specific needs of the phase III audience.
The new subscription package gives users the freedom to choose and make their own monthly pack. Dish99 will give consumers access to 125 channels and services in digital quality and also top it up with a choice of custom-made 17 entertainment add-on packs ranging from Rs 25 – 75 and five regional add-ons for Rs 10 each.
Speaking on the same, a DishTV spokesperson said, “TV viewing is ubiquitous and the most affordable means of entertainment in the country. It has always been our endeavour to provide unparalleled and most innovative services to our customers for a unique TV viewing experience. Now, with the deadline of phase III of TV digitisation coming to a close, we aim to capitalise the huge captive user base, which would be switching from analogue cable to digital platform. Dish99 offers the ‘power to create their own pack’ and ensure seamless services with uninterrupted entertainment at cost effective rates to every household in India.”
To augment the digitisation drive in Phase III, DishTV has introduced a 360 degree multi-media campaign spanning TV, outdoor, radio, digital and online that leverages the power of popular TV celebrities. “This DAS campaign features DishTV’s relatable faces to strike a chord amongst the audience and create awareness about TV digitisation among every household to shift from analog to digital platform,” the spokesperson added.
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.
