DTH
DTH subscriber growth slows down even further
BENGALURU: Despite the information and broadcasting (I&B) ministry extending the deadline for phase IV of cable television digitisation by three months to 31 March 2017, owing to the “unsatisfactory progress of installation of set top boxes (STBs) in phase IV areas”, reports submitted by the carriage industry indicate that subscriber additions in the extended period have been low.
Financial results of companies or entities from the carriage industry whose financial and limited operational data is available in the public domain – Airtel Digital TV (Airtel DTH), Dish TV, and Videocon DTH show poor subscriber adds in the quarter ended 31 March 2017 (fourth quarter, Q4-17). As a matter of fact, subscriber adds in Q4-17 was the lowest that the three Indian major operators reported in a quarter for the financial year ended 31 March 2017 (FY-17). The combined subscribers for all the three players grew 8.33 percent to 41.23 million in FY-17 from 38.06 million in FY-16. It maybe noted that subscriber numbers are generally rounded off by the players in their reports, in some case to an extent of 10,000. In FY-16, the three players had added about 65 percent more subscribers in absolute numbers at 4.93 million as compared to the 3.81 million added in FY-17.
Please refer to the figure below:
The DTH industry witnessed a slowdown in subscriber growth even in the previous year.Combined subscriber additions for the annual period ended 31 March 2016 (FY-16) vis-à-vis the previous year (FY-15) grew by 14.8percent of the three pay-direct to home operators in India. This subscriber growth rate was however a little less than half that these entities had in FY-15 at 24.7 percent as compared to FY-14.
Let us see where the three pay DTH players considered in this paper stand in the Indian DTH eco-system
Airtel DTH, Dish TV and Videocon d2h have about two thirds (65 percent) of market share of the DTH universe by private players in India. Of the other three players, according to a TRAI report Tata Sky has a market share of 23 percent, while Sun Direct and Reliance have a market share or 10 percent and 2 percent respectively. It may be noted that at present probably the largest DTH player in India could be the government’s FreeDish, but since it is a free service, no subscriber data is available even with Prasar Bharati. Please refer to the chart below:
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.
