DTH
Impending tariff order implementation pushes Dish TV to sign short-term contracts
MUMBAI: Keeping in mind the recent Madras High Court judgement in regard to tariff order and interconnect regulation, India’s largest direct to home (DTH) brand Dish TV India is now focussin on short-term deals. As the recent judgement brought tariff-order closer to the reality, the DTH brand’s move has factored in the impending tariff order implementation.
The recent judgement upheld the order of Chief Justice Indira Banerjee, giving a green signal to TRAI’s powers to frame tariff for the broadcasting sector. It has helped TRAI move forward to create a transparent and non-regulatory framework.
According to media reports, Dish TV chairman and managing director Jawahar Goel spoke about the short-term contracts while talking to analysts. “We will get the content at the same cost as a cable operator in Chennai like Arasu Cable. The same price will be applicable to us,” Goel said on an optimistic note hoping the tariff order would remove discrimination.
He also mentioned that the recent merger of Dish TV and Videocon d2h has managed to reduce content costs in some cases. “I can say the broadcasters have recognised the combined entity. Earlier we used to give 7%, 8%, 5% increase. This is no longer the case rather. In some of the cases, we have reduced the content costs while some agreements are still pending,” he said.
Another face of the company, Dish TV India Group CEO Anil Dua emphasised on the importance of the unity in industry to implement the tariff order. He termed the Mera Apna Pack as a predecessor to the implementation of the Tariff Order.
“We are the only one I guess in any of the DPO including cable or the DTH industry who are geared up to sell the pay channel based on the Tariff Order and the customer demand,” Dua 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.
