DTH
Govt DTH channels may beam into Tier-II theatres & other areas
MUMBAI: The human resources development ministry, through Swayam Prabha DTH, may plan to screen educational content in cinema halls if approved. The government is scrutinising a proposal for showing the content in theatres in small towns across India, ministry officials said.
The HRD ministry had launched 32 channels on Swayam Prabha in August 2016 for providing higher education, including three for students to prepare for IIT entrance examination.
The ministry is exploring ideas to relay courses through the DTH channel to cinema halls in urban areas having a population of less than a lakh and in Tier-II towns. Educational content could be shown between 7 am and 11 am or at a convenient time keeping in mind school timings of a particular area, an official told Hindustan Times.
There are several single-screen halls that remain unutilised. Mass viewing of this content on big screens by high school and higher secondary school students could have a positive impact. However, matters related to the project cost et cetera are still to be worked out.
The screening, idea of which was first mooted by NASSCOM, may also be done on Sundays and other school holidays, sources said.
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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.
