DTH
Educational DTH channels to remain free-to-air, says minister
NEW DELHI: Swayam Prabha, the 32 educational direct-to-home educational TV channels launched early in July, are free to air and will transmit high-quality educational content on 24X7 basis direct to every home, the Parliament has been told.
(At a National Convention on Digital Initiatives for Higher Education om 8 July 2017, it had been announced that these channels would be available on Dish TV and Doordarshan’s FreeDish platforms.)
Minister of state in the ministry of human resource development Mahendra Nath Pandey said digital initiatives of his Ministry also include Swayam, an indigenous MOOCs (Massive Open Online Courses) Platform for providing best quality education to anyone, anytime and anywhere using the IT System.
The National Academic Depository (NAD), a digital depository which authenticates all the certificates issued by Institutions according to the need of the user is another digital initiative.
The minister said these were inaugurated by former president Pranab Mukhejee at a National Convention on Digital Initiatives for Higher Education from 8 to 10 July 2017 attended by vice-chancellors of central universities, deemed-to-be universities, private universities, state universities, state-private universities, directors of central institutes such as IITs, IIMs, IISERs, IISc, IIITs, NITs and other central institutes.
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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.
