DTH
DTH players react to Budget 2015
MUMBAI: Some time before the presentation of the budget, the Direct-To-Home (DTH) Operators’ Association of India had sent its wish list to the Ministry of Information and Broadcasting (MIB) asking for certain demands to be fulfilled for the sector. The Budget 2015 saw a strong no-no with an increase in service tax from the current 12.36 per cent to 14 per cent and the demands not being fulfilled. Additionally, the date for the roll out of Goods and Service Tax (GST) has been announced.
Expressing his displeasure on the same, Videocon d2h CEO Anil Khera tells Indiantelevision.com, “The DTH and cable sector were ignored in the budget. The hike in the service tax will further be passed on to the consumers through the packs. Nothing from the wish list was taken into account.”
It may be recalled that the wish list had asked the service tax for DTH services to be put in the negative list of service tax. It had also demanded for infrastructure status for the DTH sector.
When asked for his reaction to the budget, DTH Operators’ Association president and Dish TV CEO RC Venkateish opines that he is happy that the GST date has been announced, while it was already known that the increase in service tax would be increased in two stages. “While the announcement of the GST date i.e 1 April, 2016 will have benefits, for the short term one would pay that extra one per cent, which is not material. The GST implementation will give us a substantial reduction in overall taxes,” he says.
Echoing his thoughts on the Budget 2015, Tata Sky CEO Harit Nagpal says that he was hoping that at least one of the two taxes that the industry pays to the Centre and the State would be absorbed, which did not happen. “We are the only industry that pays service tax to the Centre and entertainment tax to the state,” says Nagpal.
According to him, this long standing demand to negate one of the taxes was not granted and instead what one saw was the service tax being hiked. Differing with Khera’s point of view, Nagpal informs that the increase will not be passed on to the subscribers through an increase in price packs as the amount is minimal which is one per cent.
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.
