DTH
Govt. has no plans to place restrictions on number of DTH platforms
NEW DELHI: Even as it is in the process of revamping its free-to-air direct-to-home (DTH) platform Freedish, the government has made it clear that it has no intentions to impose any restrictions on the total number of DTH licenses.
The Ministry has till now granted license to six private companies: Dish TV, Tata Sky, Sun Direct TV, Reliance BIG TV, BhartiTelemedia and Videocon d2h.
These platforms provide DTH services in India under the DTH Guidelines issued on 15 March, 2001, as amended from time to time.
Information and Broadcasting Ministry sources told Indiantelevision.com that Freedish is in the process of making changes so that it can provide up to 100 FTA television channels in the first stage in addition to All India Radio channels. A total of 19 e-auctions have also been held in this regard.
DTH licenses, under the DTH guidelines, are granted to those companies which fulfil the eligibility criteria, terms and conditions and subject to security clearance and technical clearances by the appropriate authorities of the Government.
The details are available on the website of this Ministry at www.mib.gov.in.
Under clause 3.1 of the DTH Guidelines, the licensee, in addition to an initial non-refundable entry fee of Rs 10 crore, is required to pay an annual license fee at 10 per cent of its gross revenue.
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.
