DTH
DTH guidelines next week, 20% cap to stay: Swaraj
On Friday, 9 February, the Economic Times featured a report saying that the government may finally come around on the vexed issue of 20 per cent sectoral and foreign equity cap on broadcasters for direct-to-home broadcasting.
It is something the broadcasting sector has been lobbying for ever since the government finally gave clearance for DTH in November 2000. The report quoted officials in the information and broadcasting ministry.
There was a rider however. The government was not going back on the issue of revenue sharing with DTH service providers, it was reported.
The guidelines issued by the government stipulated a revenue sharing arrangement of 10 per cent as annual fee for the licence period of ten years. Broadcasters have been asking for a five-year moratorium on revenue-sharing.
It may be noted that just a few days earlier it had been reported that while the government was ready for a rethink on the revenue sharing arrangement it was firm that the 20 per cent cap sectoral and foreign equity cap would stay.
A day after the Holi festivities on Sunday, 11 February, after everyone got back to ground reality so to speak I&B minister Sushma Swaraj is toting the old government line: no chance of any change in DTH guidelines. And she’s promised yet again that the DTH guidelines will be out next week.
Don’t be too sure though. It was on 16 February that Swaraj had last promised that the guidelines would be out in a week.
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.
