DTH
India leads HDTV boom on DTH in SAARC region
NEW DELHI: India, which had just three true high-definition television (HDTV) channels in 2010, now leads in the South Asian Association for Regional Cooperation (SAARC) region with 50 HDTV channels in Q1 2015.
What’s more, the SAARC countries will see a boom for HDTV segment over the next three years.
According to a new research report by Dataxis, the steady increase in HDTV subscribers and the number of HDTV channels in the region, driven by the digitisation drive could lead to robust growth in the segment.
This steady increase in HDTV penetration in the SAARC region is therefore mainly due to India, which accounts for more than 90 per cent of the total HD subscribers in the SAARC countries – Bangladesh, Nepal, Pakistan and Sri Lanka – covered in the report.
The HDTV penetration in India is primarily driven by DTH players, who are aggressively promoting HDTV set top boxes (STBs) in the country. Dataxis report finds that DTH operators in India have seeded about four million STBs in Q1-2015 as compared to less than 0.3 million HD STBs seeded by multi-system-operators (MSOs) during the same period.
HDTV segment, both in terms of HDTV STB penetration and HDTV channels have witnessed steady growth in the last four quarters, with HDTV penetration in the SAARC countries reaching 4.2 million in the quarter ended March 2015, says the new Dataxis report titled “SAARC: HDTV Market Q1-2015.”
Although, MSOs in India had a slow start in seeding HD STBs mainly due to the delay in implementing gross billing, cable operators have begun pushing HD STBs to customers in metros and other Phase II cities where gross billing is in place. HD STB seeding by MSOs is expected to gain traction by the fourth quarter of 2015.
“DTH players are expected to lead the HDTV penetration in India for the next couple of years, however, MSOs are also expected to come on board as the demand for HDTV and UHD content is on the rise in the Phase II cities where cable TV dominates the Pay-TV market,” said Dataxis media analyst Sreeja VN.
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.
