DTH
HBO on Demand gets on board Tata Sky
MUMBAI: The Home of Box Office (HBO) just got cosier with ‘HBO on Demand’. The new and innovative service offered for free exclusively to subscribers of the HBO Premium Channels – HBO Hits HD and HBO Defined HD – will be available on the direct to home (DTH) platform starting today.
The service provides flexibility, choice, and convenience to subscribers giving them complete control of what they watch, when they watch and how they watch. HBO Hits and HBO Defined are distributed by Turner International in India.
“HBO and Turner have always been ahead of the curve with innovations on content delivery that are designed to entertain consumers like never before. We have received a very enthusiastic response from the discerning subscribers of HBO Defined HD and HBO Hits HD and are very happy to now extend their premium advertising-free television viewing experience with the additional feature of ‘HBO on Demand’ on Tata Sky,” said Turner International India, network and content distribution, senior director Kishan Cheranda in a press statement.
Based on the Subscription Video on Demand (SVOD) model, the service will give HBO Premium subscribers access to a wide selection of HBO original content. At launch, subscribers can catch all seasons of HBO shows such as Game of Thrones (Season 1-3), True Detective (Season 1) and Banshee (Season 1-2). Thereafter, additional content including HBO original series and movies will be added on an ongoing monthly basis thus allowing subscribers to view them at a time of their choice completely advertising free.
Tata Sky chief content and business development officer Paolo Agostinelli stated, “At Tata Sky, we work towards providing our premium subscribers with world class television experience with best content to offer. Apart from just bringing entertainment to their homes, now our subscribers can enjoy the programs showcased on HBO premium channels at any time that is convenient to them. Moving with time, we are aware of the changing consumption patterns of our viewers, hence we are pleased to launch the first ever ‘HBO On Demand’ model in India.”
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.
