DTH
Government looks set to ease up on DTH restrictions
The winds of DTH they are a blowin? Last week indiantelevision.com had reported that news emanating from Delhi indicated that that Star India had applied for a DTH licence through a company called Space TV.
The fact that Star India was indeed thinking of such an initiative was an indicator that the government may be backtracking on its tough stance on controls to DTH broadcast in India, was the surmise. Now, according to a report in a leading business daily, the government is considering just that. The government is reportedly weighing a proposal to remove the entry fee and bank guarantee totalling Rs 500 million as well as scaling down the 10 per cent revenue share agreement in its Ku band direct-to-home (DTH) television policy.
As per the present guidelines, companies applying for a DTH licence are required to pay an entry fee of Rs 100 million and a bank guarantee of Rs 400 million for 10-year licence period.
The report however, indicates that the government still has to ease up on what is seen as the key stumbling block to DTH take-off in India – the 20 per cent foreign direct investment equity cap in Indian DTH ventures. DTH wannabes are hoping that the FDI bar will be raised at least to 49 per cent and there is an easing up on “other anomalies” in the DTH policy announced last year like cross media restrictions.
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.
