DTH
DishTV, Shemaroo tie up for ‘Comedy Active’
MUMBAI: DishTV is all set to expand its bouquet of value added services (VAS). DishTV has partnered with Comedywalas, a division of Shemaroo Entertainment, to launch a new service called ‘Comedy Active’.
Comedy Active Service, that aims to take the comedy quotient a notch higher, will connect the subscribers to all genres of comedy ranging from comic shows and gags, on the DishTV platform. Comedy Active offers original content, created especially for this service along with the best of classic comedy television shows like ‘Nukkad’, ‘Ye Jo Hai Zindagi’, and ‘Zabaan Sambhalke’. Segmented in two parts, Comedy Active will air content in the form of ‘Classic comedy shows’ and introduced ‘short format comedy shows’.
Comedy Active Service will be packaged as a 24X7 ad free service which will showcase comedy programs throughout the day. Subscribers will get an opportunity to view some of the most classic comedy shows, Bollywood repurposed shows, Spoofs, Gags, Hidden camera pranks and Stand-up comedy, and be delighted by pure light hearted entertainment.
DishTV chief executive officer Arun Kapoor said, “We have always taken the lead in enhancing the value proposition and provide the best in entertainment to our subscribers. Laughter is infectious as it binds people together and brings happiness. While there are a lot of channels for a variety of entertainment, there are hardly any that offers uninterrupted content for Comedy. Comedy Active service will provide a single destination for comedy catering to all age groups of viewers at a time convenient to them.”
Shemaroo Entertainment director Hiren Gada said “There is lack of good comedy content on television platform. Hence, consumers depend on other platforms.”
DishTV is providing free preview of Comedy Active to its subscribers till 12 October after which DishTV subscribers can avail the service at an introductory price of Rs 39 per month.
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.
