DTH
Ericsson catalyses Tata Sky HD channels to reach 50 by ’16-end
MUMBAI: Tata Sky has chosen Ericsson AVP 4000 compression platform to deploy 200 new channels Ericsson’s innovative encoding technology delivers enhanced picture quality, lower transmission delay and bandwidth efficiency. This deployment extends Ericsson and Tata Sky collaboration, which first began in 2004.
The Ericsson AVP 4000 is powered by the company’s first video processing chip, designed to deliver outstanding picture quality at HD and SD, in both MPEG-2 and MPEG-4 AVC and offers a strong roadmap for operators who wish to extend their service offerings to 4K and high dynamic range (HDR) technologies.
Ericsson’s AVP 4000 compression platform has been selected by Tata Sky, one of India’s leading Direct-to-Home (DTH) service-provider. The solution addresses the operator’s requirement for an encoding platform that meets the complex video processing demands associated with HD content.
The platform will transform Tata’s service offering and enable the delivery of 200 additional channels (150 standard definition and 50 HD) by the end of 2016. Part of the award winning Ericsson AVP encoding range, the Ericsson AVP 4000 compression platform offers superior quality system encoding for IPTV, cable, satellite and broadcast. It delivers greater reliability and flexibility with lower transmission delay to ensure media organizations use bandwidth more efficiently and ensure consumers receive a high quality viewing experience.
Tata Sky chief technology officer Yigs Riza, says: “As a long-term strategic partner of Tata Sky, Ericsson has continuously delivered significant bandwidth efficiencies year-over-year and its expertise will enable us to develop and deliver 50 new HD channels which respond to today’s growing market expectations. Ericsson’s AVP 4000 compression platform will not only significantly extend our channel offering, but also deliver the high quality, reliability and operational flexibility that our subscribers expect.”
Ericsson head of technology, TV & media, Giles Wilson, says: Ericsson is focused on providing its customers with the necessary technologies, innovations and services to help them do this. This latest project with Tata Sky reflects our continued commitment to offering market leading services that help our customers to achieve success through the delivery of more high quality content experiences to wider audiences.”
Ericsson is a world leader in communications technology and services. Its services, software and infrastructure – especially in mobility, broadband and the cloud – are enabling the telecom industry and other sectors to do better business, increase efficiency, improve the user experience and capture new opportunities.
Listed on NASDAQ OMX stock exchange in Stockholm and the NASDAQ in New York, Ericsson supports networks that connect more than 2.5 billion subscribers. Forty per cent of the world’s mobile traffic is carried over Ericsson networks.
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.
