DTH
Maharashtra government reduces entertainment tax on DTH service
MUMBAI: Maharashtra Government has brought in a reduction in the entertainment tax on Direct to Home (DTH) service. The ‘A’ class municipal corporation areas, the entertainment tax of Rs 30 per television set would be levied while the ‘B’ class municipal council areas will be charged Rs 20 and rest of the areas will be charged Rs 10 per set.
The existing rates are Rs 90, Rs 60 and Rs 30, respectively. The decision comes at a time when the DTH scenario in the country is heating up. The government, this year, cleared the entry of the Star Group of India – Tata joint venture T-Sky and Sun’s Sun Direct. Anil Ambani’s Reliance Sky is also gearing up for a DTH venture.
The Maharashtra government is also in the process of conducting a survey to ascertain the exact number of cable connections in the state.
The government has also announced that subscription charges for direct to home (DTH) channels will be on par with that of regular cable networks. According to state Chief Minister Vilasrao Deshmukh, the change was being implemented with the view to break the monopoly of cable operators, who often evade taxes by misquoting the actual subscription numbers. With the policy change, the government hopes to keep a tab on the number of subscribers.
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.
