DTH
DTH players eliminate network capacity fees on FTA channels
MUMBAI: Major DTH players like Tata Sky, Dish TV and Sun Direct have removed the Network Capacity Fee (NCF) on free-to-air (FTA) channels above the required 100 channels, according to a report by Telecom Talk.
Under TRAI’s new broadcast regulatory regime, the cable TV bill of users now has two components, the network capacity fee (NCF), which is Rs 130 for hundred channels and the cost of any paid channels or paid bouquets.
Dish TV subscribers will be able to pick as many as 189 FTA channels, without paying any additional NCF — over and above the base pack charges of Rs 130 per month (excluding taxes). However, it hasn’t changed anything for the paid SD and HD channels.
The operator now allows its subscribers to pick a range of FTA channels, without paying any additional NCF and has categorised all the available FTA channels into different packs, namely BST North with 189 channels, BST Hindi with 99 channels, BST Marathi and Gujarati with 84 channels, BST Bangla Odia with 83 channels, and BST DD Pack with 25 channels.
Sun Direct’s website says it is offering a total of 140 channels in the back pack of Rs 130 + 18 per cent GST. The base pack also includes the 25 Doordarshan channels, which are mandatory for all cable/DTH operators to provide.
Tata Sky is providing a limited number of channels for free beyond the designated 100.
As per the latest framework by the Telecom and Regulatory Authority of India (TRAI), customers need to pay Rs 130 to get the first 100 FTA channels. An additional network fee of Rs 20 per month is also being charged for every block of 25 paid channels.
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.
