DTH
More clarifications sought from Tata-Star
NEW DELHI: It seems that the Tata-Star combine may have to wait for some more time before it can lay its hands on a letter of intent from the government, relating to a direct-to-home (DTH) television service that it proposes to start.
“Some gaps were found in the application and the government has sought more clarifications from them (Tata-Star), last week on those issues. The response is still awaited,” a senior information and broadcasting ministry official told indiantelevision.com today.
Asked about the nature of clarifications sought, the official indicated that they pertained to the ‘eligibility criterion’ for a DTH license, including ‘some more clarity’ on the equity pattern in the joint venture company.
In January this year, Tata Sons had announced formation of a joint venture with the Rupert Murdoch-controlled Star Group for launching a DTH platform in India. The Tata Group holds 80 per cent in the JV, which is envisaging building India’s largest digital television platform (estimated project cost: Rs 1.6 billion) and offering a range of channels with interactive features and services.
If cleared, Tata-Star’s Space TV would be the third KU-band DTH service provider in the country after Dish TV, 20 per cent owned by Zee, and Indian pubcaster Doordarshan’s DD Direct Plus that is yet to be formally launched.
Hong Kong-based research and analysis firm Media Partners Asia estimates that the Indian DTH market could grow at the rate of 15 per cent annually.
About a month back, I&B ministry had said that the Tata-Star application could be cleared by year-end, raising hopes in Star that the service could be started by March 2005, if not earlier.
The Space TV application has been cleared by most related Indian government agencies, including the home ministry, which looks into various security aspects of such ventures.
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.
