DTH
Jawahar Goel expects 20% reduction in Dish TV’s content cost under new tariff regime
MUMBAI: With the new tariff order being implemented from 1 February, India’s largest DTH operator Dish TV expects the overall content cost of the company to come down by at least 20 per cent. The DTH brand also thinks that the regulatory framework will help DTH operators to add more subscribers as many MSOs are not prepared for the implementation.
Talking to analysts after Q3 earnings, Dish TV chairman and managing director Jawahar Goel said the company could not discuss the new payout to broadcasters because of the tariff order but which will start happening from this quarter. The new model will reset things and the veteran thinks overall content cost will reduce.
“Currently, our pay channel cost is 35-38 per cent. In case for D2H it is roughly around 40 per cent. If we are paying Rs 2300 crore, we are expecting content cost on net basis will be around Rs 1800 crore,” he added further.
When the management was asked about not having much impact on subscriber addition despite early undertaking of its strategy for tariff order unlike its biggest competitor Tata Sky, Dish TV India group CEO Anil Dua said it is a short term trend. He also added that the company firmly believes tariff order is good for the long run. Dua also mentioned about Mera Apna Pack on Dish TV and Mera Wala Pack on D2H which gave consumers scope to choose a channel on a-la-carte basis way before the tariff order was implemented. According to Goel, Dish TV had familiarised this new concept to almost 8 million subscribers.
Goel also said that as customers tighten their purses, small broadcasters who don’t have price-worthy content will be forced out of the market.
“You must have seen there are around 15-20 Hindi movie channels. They are surviving on connectivity as well as the capacity to buy content compared to lower established players. I think they will go out from the market. So, I think movie buying rights will get reset,” he added.
The company is optimistic about subscriber addition despite the ongoing uncertainty in the last quarter. According to Goel, the lack of preparedness of MSOs will lead to channel switch offs on those platforms paving the way for DTH platforms to add more subscribers.
Moreover, he also thinks Jio’s full entry into cable TV business may take at least another three to six months as both MSOs in which the telco giant acquired majority stakes are also prepping up for tariff order implementation. He also added that Jio has not been able to have any considerable effect on the business till now.
However, despite being highly optimistic about the new regime, Goel is not happy with the revenue share with broadcasters. “We are not happy with this 20 per cent margin that is being given by the broadcaster. So, we are negotiating with them, talking to them. These things will start happening after the broadcaster gets first or second weekly report of their channel viewership. Thereafter the new discussion will start happening,” he commented.
Goel also spoke on recommencement of DD Free Dish e-auction by mentioning that the most popular channels of four major broadcasters, such as Zee Pal and Star Bharat, will be withdrawn from the platform. “That is why you must have seen that in a-la-carte they are priced channels, they are no more free,” he added.
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.
