DTH
Isro being approached for more transponders for DD Direct
NEW DELHI: Doordarshan is expected to switch over to an Indian satellite Insat 4B by early May for its direct-to-home DD Direct service, but it is unlikely to get more than five transponders. The satellite is being launched 10 March from Kourou in French Guiana.
Prasar Bharati sources tell indiantelevision.com that though the Indian Space Research Organisation (Isro) had been requested to give first priority to the public broadcaster in the matter of leasing transponders, it was learnt that the Sun Group owned by Kalanithi Maran may get six transponders for its Sun Direct DTH and one for digital satellite news gathering.
The sources said Isro had been approached to clarify the air on the number of channels it could give to Doordarshan, particularly in view of the efforts by the public broadcaster to switch over to an Indian satellite and not spend money in foreign currency for the American-owned NSS-6 satellite.
The switchover is expected to result in a saving of around $5 million and Prasar Bharati chief executive officer BS Lalli confirmed that he had turned down the reminder by the American satellite for a renewal of contract.
(It is learnt that Isro agreed to the demand for Sun for transponders after the failure of the Insat-4C last year. However, Isro has given the option to Sun to take transponders on a foreign satellite with the help of the space agency, since Insat 4B was meant for DD Direct.)
Switching over to the new satellite will mean rotating the dish antennas slightly from the existing 95 degrees to 93.5 degrees. Lalli does not think any re-programming of
set-top boxes will be required but said that this could be done easily if needed.
The Insat-4B, the second satellite in the Insat-4 series, will be carrying 12 Ku band and as many C band transponders for communication and broadcasting services. Airtel is understood to have booked transponders for its services.
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.
