DTH
New DTH guidelines to have potential effect on top operators
KOLKATA: The new DTH guidelines issued by the ministry of information and broadcasting (MIB) can have far-reaching impact on the sector, such as increasing the potential liabilities of incumbents when renewing their licenses. The top four DTH operators are liable to pay Rs 7,700-8,000 crore, credit rating agency Crisil said. Their Ebitda for the current fiscal is estimated at Rs 7,000-7,500 crore.
Few days after releasing the amended guidelines, the ministry said that the issue of fresh license to the existing licensees will be subject to their clearing all dues. “New licensing guidelines issued by the MIB on 30 December 2020, for providing direct-to-home (DTH) broadcasting service could significantly increase the potential liabilities of incumbents when renewing their licenses,” Crisil said.
It also added the matter has been discussed at various legal fora over the past decade and continues to be sub judice. Clarity with respect to the final dues, timelines for payment and the debt-equity funding mix to pay up the liability will be crucial to ascertain the cash-flow impact on the DTH operators.
“DTH operators supported by strong sponsors will be able to sustain their credit profiles notwithstanding the expected potential liability. Their credit profiles are also supported by healthy cash accrual, strong balance sheets and high financial flexibility,” the credit rating agency added.
Crisil said it would continue to monitor the developments on this and take appropriate action as and when required.
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.
