DTH
DTH looks set to get go-ahead from ministerial group; awaits Cabinet nod
The old bugbear is finally out of the way. Ku-band direct to home television (DTH) looks set to get the go-ahead finally after a three year ban on sale of Ku-band reception equipment. The group of ministers on DTH – headed by home minister L.K. Advani – met twice yeterday to flesh out the issue, but couldn’t come up with a final set of recommendations, though in principle they agreed that it should be cleared and presented to the cabinet for its approval.
Among those participating in Sunday’s meeting were Advani, finance minister Yashwant Sinha, information technology minister Pramod Mahajan, information and broadcasting minister Sushma Swaraj, and the law minister Arun Jaitley.
The ministers were slated to be meeting at the time of writing and draw up a final set of recommendations. It is quite likely that they will recommend that DD be the main DTH operator in partnership with private companies. Additionally, it is expected to allow limited foreign pariticipation in DTH.
Both Star TV and Zee TV – along with Malaysian operator Measat, which has a two year old pact with the state-owned network – will be watching anxiously what the GoM will finally propose.
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.
