DTH
Independent TV assures TRAI of compliance with new tariff order after subscribers complain
MUMBAI: Direct-to-home (DTH) operator Independent TV has clarified to the Telecom Regulatory Authority of India (TRAI) that it has taken several measures in order to ensure that its current tariff plans are in conformity with the regulator’s new framework for the broadcast sector.
TRAI had earlier sought an explanation from the DTH operator, formerly known as Big TV, over the tariff plans offered to its subscribers post the implementation of the new regime.
TRAI, in a letter on 26 March, had directed Independent TV "to ensure that the new regulations are followed in letter and spirit with no violations…ensure that all new connections booked are provided in a time bound manner…and ensure that all outlets of Independent TV Ltd do not provide any package which is in violation of new regulations".
This regulator’s action was a direct result of several complaints from Independent TV subscribers concerning the break-up details for monthly charges and an overall lack of clarity in terms of the operator’s new tariff plans.
"In regard to our current tariff plans being offered by Independent TV, we would like to assure the authority of our complete compliance with the NTO (New Tariff Order). Pursuant to our meetings…and the discussions…we have realigned our product offerings,” Independent TV told TRAI in a letter written last month, according to news agency PTI.
The operator also apprised TRAI of all its current plans and packages on offer, along with details of the network capacity fee (NCF) and distributor retail price.
"There were some complaints that their franchisees were offering annual plans without clarity on break up…So, Independent TV has said it has not activated any annual plan after implementation of the new regulatory framework, and that in case any of its franchisee is offering such plans, it will take necessary action," a TRAI official said.
Independent TV has also upped its communication strategy crafting advertisements and clearly stating its policy on withdrawal of the legacy offers and other details like channel packs and pricing on its website.
"With regard to any ambiguity on the old annual offer (Freedom 1999) from Independent TV and its current availability, we have taken the following steps…We have run a campaign on our website informing all prospective customers of the withdrawal of all our LDPs (Long Duration Packs) including Freedom 1999 pack. We have aggressively engaged in educating and explaining the same to our channel partners," the Independent TV letter further said.
The operator added, "Every complaint forwarded to us by the authority with regard to this issue is being verified one-on-one and any delinquent behaviour from any of our channel partners is being dealt with appropriately."
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.
