DTH
Government issues DTH notification, 20 % sectoral, foreign equity cap to stay
After interminable delays, the government yesterday finally issued an executive order on direct-to-home (DTH) telecast in India and it has confirmed the industry’s worst fears.
There are no changes from the DTH guidelines issued on 1 November 2000. Concerted industry lobbying for modifications in two principal aspects of the guidelines have been ignored.
The notification limits broadcasting companies’ equity participation in the venture as well as foreign direct investment to 20 per cent. The other issue for which broadcasters pushed hard was the revenue sharing arrangement. Broadcasters had sought a five-year moratorium on revenue-sharing but the government has stuck to its original stipulation – a revenue sharing arrangement of 10 per cent as annual fee for the licence period of ten years.
The notification states that aside from the 20 per cent FDI ceiling, the rest of the finances could be raised from non-resident Indians (NRIs), foreign institutional investors and overseas corporate bodies.
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.
