DTH
Independent TV to re-launch as ITV 2.0 in August
MUMBAI: DTH operator Independent TV, whose signals were disconnected last month because of financial issues with Antrix, will be resuming services once again from the month of August. It will be re-launched as ITV 2.0 for channel partners from the first week of the coming month and the signals will be restored for customers from 15 August.
As addressed by Independent TV director and CEO Vivek Prakash in a letter, the service provider is making a comeback with a well-defined plan being led by its SSD. It includes training of ZD and SSD engineers to replace and repair STBs.
The STBs, which were returned to the sellers or are in stock with SSDs will be repaired and used to replace the ones at the customers’ house. The SSDs have been directed to complete this process by 31 October 2019.
It will further start selling new connections from the month of September.
The announcement comes a few days after TRAI questioned Independent TV over pending funds of consumers and directed it to ensure the compliance of various provisions of the new regulatory framework.
Independent TV had faced disconnection of its signals post a tussle with its service provider, Antrix Corporation, over non-payment of dues. While Antrix has encashed the bank guarantees worth Rs 15 crore under the matter, TDSAT had further directed Independent TV to either pay cash of Rs 5.83 crore with Rs 6 crore worth of bank guarantees to Antrix or furnish Rs 12 crore worth of bank guarantees to the service provider to resume the connection.
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.
