DTH
Insat-4C for Sun’s DTH in April; Isro also plans first commercial launch
MUMBAI: Indian Space Research Organisation (Isro) is planning to launch Insat -4C in April, the satellite which Sun Group has booked for its direct-to-home (DTH) venture. The organisation will also conduct its first commercial launch of a foreign satellite in the second quarter of 2006.
“We are planning for the GSLV launch in April, which will carry Insat-4 C for augmenting DTH technology in the country,” Isro chairman G Madhavan Nair told reporters in Thiruvananthapuram today on the sidelines of the national workshop on “Space Applications for Mankind”, organised by the Vikram Sarabhai Space Centre.
Sun Group has expressed interest to take up to eight Ku-band transponders on Insat-4C. Speaking to indiantelevision.com from Bangalore, Isro contract management & legal services director SB Iyer said the rest of the total 12 Ku-band transponders in Insat-4 C would be shared between BSNL for village telephony and few news channels for digital satellite news gathering (DSNG). “BSNL will require a minimum of 2 transponders. The final allocation will depend upon how many transponders Sun decides to take,” he said.
Isro will foray into the commercial satellite business with the launch of the Italian low orbit scientific satellite “Agile” to outer space aboard PSLV C-8. Speaking about the maiden commercial initiative, Nair said India’s launch vehicles were cost-effective. “It will be a great opportunity if Isro can capture at least 10 per cent in the satellite launch business worth $ 2 billion in the international market,” he said.
India’s successful testing of an ‘air-breathing’ engine technology in Russia for 10 seconds at ground level has significantly reduced the cost of launch vehicles. Rockets now carry fuel and oxidisers, whereas for air-breathing engines using hypersonic technology, lesser quantity of oxidisers is required.
By the time GSLV Mk-3, which could carry a 4 tonne payload, was launched in 2008, the cost of access to space could be reduced to USD 10,000 per kg of payload. According to Nair, the launch technology would be commercially feasible if the cost was reduced to USD 1000 per kg of payload. The PSLV and GSLV rockets would be launched from the first and second launch pads at Sriharikota respectively.
Iyer, in an earlier interview to this website, had revealed Isro’s plans to enter into a niche market segment with launch of foreign small satellites having six-capacity Ku-band transponders from India.
“This is aimed specifically at the developing countries. In many countries like Malaysia and Thailand, there is a demand for such satellites. A part of the capacity augmentation will be through launch of such small transponder satellites. The satellites will be launched from India. We will be able to tap customers who have need for limited capacity,” he had said.
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.
