DTH
NDS launches Powered by NDS certification programme in Asia Pacific region
NDS, a News Corporation company and the leading provider of conditional access systems and interactive applications for digital pay TV, today announced it has launched the new Powered by NDS Certification Program to enable faster and seamless integration of NDS Open VideoGuard conditional access with Asian manufactured set-top boxes (STBs).
The programme, which started in Korea, also targets manufacturers in India, China and Taiwan, a company release says.
The first step of the two-stage certification programme reduces cost of integration and provides added convenience by providing a tool kit to enable the manufacturer to integrate the conditional access system prior to selecting a middleware. Manufacturers who successfully complete stage one will become Powered by NDS Certified Partners. In stage two, the manufacturer receives the VideoGuard Integrator Kit, which enables integration of NDS conditional access with all elements of the STB middleware and hardware. Upon completion of stage two, the vendor will achieve the Powered by NDS Premier Partner certification.
NDS Asia Pacific technical staff in Hong Kong, Beijing, Sydney and Bangalore provide 24/7 technical support for the Asian STB partners. The Certified Partners receive the added benefit of access to NDS markets, exclusive NDS developer tools, and dedicated NDS technical support and consulting services to facilitate expansion of their business.
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.
