DTH
Jio DTH & Airtel ‘hybrid’ reports gain currency
MUMBAI: Although there is no confirmation, Reliance Jio seems to be gearing up to enter the DTH space in India this month after disrupting the telecom landscape.
Jio it seems may not be alone in the new business as Airtel too is reportedly looking to take on Jio’s IPTV based DTH with its hybrid DTH STB service. The impact however will depend on the STB features.
After much speculation over a few weeks, this time some images of Jio set-top-box have surfaced — exposing the box design. Some reports stated that Jio STB, powered through Jio broadband with up to 1 Gbps speed, would have a rounded design and an upgraded version of the available DTH boxes.
The leaked pictures the Jio STBs show a USB port at rear and front side. This presumably will help consumers to connect a pen drive and may be watch stored movies and videos directly — without an internet connection.
This feature exists in smart TVs, but the earlier TV sets do not have it — the market for Jio DTH.
The leaked images also show an RJ45 port that helps connect to Net and have movies, live streaming and listen to music online. The Jio box also seems to have an AV port, HDMI port, a 12-volt power port, and a cable port at the rear.
The Jio STB is expected to be based on Android and Jio will help outdoor customer premise equipment (CPE) connected to a Jio tower and attached to the STB. Jio is also preparing to give wiring via optical fibre cable, instead of CPE, in some areas.
Airtel’s high-tech hybrid too reportedly works on the same principle. Airtel will use the fibre to home (FTTH) service to connect the STBs, allowing viewers to stream content online.
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.
