DTH
IndiaCast UTV vs DishTV: Who really won?
MUMBAI: It’s a battle that has both warring parties claiming victory. We are referring to the IndiaCast UTV Disney vs Dish TV scrap wherein each has been taking potshots at each other on an ‘on-request channel’ scheme that the platform has been running which involves the aggregators’ channels.
Both petitioned the Telecom Dispute Settlement Appellate Tribunal (TDSAT) for a resolution and judgment.
The matter was heard by the TDSAT today. IndiaCast’s pleas were:
*Declare that the ‘on request’ categorisations of IndiaCast UTV channels in its current form be declared null and void.
* Declare that the payment of monthly licence fees by DishTV be done in terms of TRAI regulations.
* Declare that the scrolls/crawls being run by DishTV on IndiaCast UTV is (sic.) absolutely illegal.
*Permanently restrain Dish TV from running any scroll in any manner whatsoever.
*Pass an ad interim ex-parte order directing Dish TV to pay licence fees to IndiaCast UTV on the basis of the number of subscribers of packages in which the aggregators channels are placed.
* Pass an ad interim order restraining Dish TV from, in any manner whatsoever switching off or blacking out the aggregator’s channels to subscribers, subscribing to the package in which the IndiaCast UTV channels exist.
DishTV’s plea was:
* IndiaCast UTV be restrained from issuing false, frivolous, and baseless alert notices to the subscribers of DishTV.
*Declare the alert notice issued by IndiaCast UTV as illegal, malafide and defamatory.
* Direct IndiaCast UTV to issue an unconditional and unqualified apology for publishing the wrong false and misleading alert notices to subscribers of DishTV.
* Direct IndiaCast UTV to issue a corrigendum in all the newspapers and channels with the same prominence where the alert notices have been published.
At the time of writing both claimed that the tribunal had ruled in their favour.
While IndiaCast UTV stated that the TDSAT has struck down the ‘on-request channel’ scheme, Dish TV said it has not, adding that it is going to continue with it – albeit with a rejoinder that it will be called an ‘a la carte on request channel scheme.’
IndiaCast UTV, on its part, has agreed to DishTV’s pleas to stop running the alert notices in newspapers and on air.
Sources in IndiaCast UTV say their fears about the scheme were that DishTV could have mis-utilised it by making its channels available in both the DTH operator’s base and other subscriber packs and also in its a la carte offerings.
If subscribers did not send an SMS confirming that they wanted the IndiaCast UTV channels, these would be dropped from their pack offerings, even as subscribers would continue paying as per earlier pack prices. Since subscribers would have unsubscribed, Dish TV would not be liable to make payments to IndiaCast UTV despite collecting the entire price for the pack (inclusive of the IndiaCast UTV channels). This, IndiaCast UTV executives feared, would lead to a loss of revenues for them.
They point out to an earlier interview in which DishTV CEO R.C. Venkateish was quoted as saying that the ‘on request channel’ scheme “is not a la carte offering but a scheme that will run on existing packs. We intend to progressively classify a number of channels as ‘on request channels’.”
DishTV’s lawyers, however, clarified with the TDSAT today that the IndiaCast UTV channels would not be offered in all the various subscription packs that the operator offers but rather as a la carte offerings from 1 January 2014. And this is exactly what the aggregator was seeking, say IndiaCast UTV sources.
Earlier agreements between DishTV and IndiaCast UTV for 22 channels in its bouquet are slated to expire on 31 December 2013, while those for another 11 are slated to expire on 31 March 2014.
DishTV sent out an official statement, which said:
“The TDSAT has disposed off the petition of IndiaCast UTV and has upheld the ‘on request DishTV’ scheme where the channels of IndiaCast UTV will be provided by DishTV to its subscribers on a la carte basis. On the petition of DishTV, the TDSAT has also directed IndiaCast UTV to stop publishing advertisements against the ‘on request channel’ scheme of DishTV. We have also been allowed to run the scrolls publishing the ‘on request channels’ scheme by mentioning that the channels will be available on a la carte basis.”
We at indiantelevision.com don’t know if we have seen the last of the exchange of fisticuffs between the two. Let’s wait and watch how things pan out in the coming days.
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.
