DTH
Industry welcomes reduction of CENVAT on STBs
MUMBAI: The Union Finance Minister P. Chidambaram in his Vote on Account speech in Parliament today announced a proposed reduction of excise duty from 12 per cent to 10 per cent on all goods falling under chapter 84 and 85 of the schedule to the Central Excise Tariff Act for the period up to 30 June, 2014. With effect from today, CENVAT on Consumer Premises Equipment (CPE) has been reduced.
The reduction in excise duty would be a great relief even to the DTH and TV industry. In fact, Dish TV welcomed the announcement as they hope this would give the DTH sector in India some respite from the levy of multiple taxes.
The Direct to Home operator Dish TV which had been requesting the government to waive 12.36 per cent service tax till the rollout of GST and rationalise other taxes imposed on the DTH industry applauded the duty reduction move as its Set Top Boxes and other Consumer Premises Equipment fall under Chapter 85 of the Schedule.
“This is a small relief. But any relief is welcome,” says Dish TV CEO RC Venkateish, further adding, “We still need to evaluate the reduction to be able to decide what it translates for the consumer and if they would see any reduction of cost for our services.”
Dish TV will evaluate the reduction in the next couple of days. “It is a highly taxed industry with dual taxation of entertainment and service tax. Major relief will be felt only if these two are reduced or one of them is eliminated,” says Venkatesh.
“This reduction means that we will save some Rs 50-60 per Set Top Box (STB). So for a volume of say 2-2.5 million STB, we will save close to Rs 10-15 crore,” he informs.
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.
