DTH
India is driving Pay TV growth: Infonetics Research
MUMBAI: The emerging markets are driving growth in the pay-TV market. That is what a recent paper released by Infonetics Research says. Markets such as India, China and Latin America are the ones adding to the pay-TV growth.
The research that was conducted by tracking the cable TV, satellite TV and IPTV subscribers of over 150 service providers across the globe states that India and Latin America are adding satellite and cable subscribers while China is experiencing an increase in IPTV subscribers.
Infonetics Research principal analyst for broadband access and pay TV Jeff Heynen says, “Latin America’s economy, in particular, is performing well, with companies investing in Brazil ahead of the FIFA World Cup and consumers signing up for pay-TV services to the tune of 9% growth in the third quarter of 2013 from the year-ago period.”
India’s Tata Sky, which has close to 11 million subscribers, finds a place in the top five satellite providers by subscribers list at number four just behind DirecTV US, DISH Network and DirecTV Latin America. The world’s leading provider of cable TV services Comcast lost out on 3,55,000 subscribers over a year, retaining 21.6 million subscribers as of Q3 2013.
India is in its last two phases of digitisation. In the first two, about 25 million subscribers from analogue switched to digital. Another 75 million will be added to the list by the end of 2014 adding more to the growth of pay-TV.
Hopefully by the end of the year, India would have more reasons to make its mark on the global map.
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.
