DTH
Nothing decided on DTH plans, says Star’s Altaf Ali Mohammed
Altaf Ali Mohammed, in charge of Star’s DTH and broadband operations in India, today rubbished reports in the press that Star had put together a $ 350 million war chest to vigorously pursue its DTH plans in India this year.
No decisions have been made regarding Star’s DTH venture as there were still a number of issues to be clarified, Mohammed pointed out, while stating that he he had yet to get the full gist of the statement that information and broadcasting minister Sushma Swaraj is reported to have made in parliament on Friday regarding uplinking from India.
Swaraj, in a written statement in Parliament, has been quoted as saying that since the convergence bill was still at the drafting stage, it was not possible to say whether it would have any provision for compulsory uplinking of foreign channels.
As per the DTH notification issued in March on the ground rules for companies wanting to enter DTH in India, any licensee will have to establish an uplink earth station in India within 12 months from the date of issue of license. All content provided by the DTH platform to the subscribers, irrespective of its source, will have to pass through the common encryption and conditional access system, located within the earth station, situated on Indian soil.
Asked for his reaction to strong rumours in the market that Star was the most likely partner in the DTH platform that government internet gateway provider Videsh Sanchar Nigam Ltd (VSNL) was planning to launch before the end of the year, Mohammed said he was in charge of the project and he was putting on record that nothing had been decided yet on the matter. “The fact that no one has applied for a DTH licence till now (the government notification was out in March) should indicate something,” Mohammed stated.
There were still a number of issues which needed clarification before there could be any go-ahead on DTH, Mohammed said. An issue which needed further elaboration from the government was the one requiring a record of all that was aired for a period of 90 days after telecast, he said.
One of the clauses in the guidelines state: “The DTH operator will follow the advertising and programming code drawn up by the information and broadcasting ministry. And it should maintain a record of the advertising and programming for 90 days.”
Mohammed also drew issue over the fixing of responsibility for the content of third party channels with the platform provider. He said that the same rules that applied to cable operators should apply here too because it was only the distribution methodology that was different in the two cases.
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.
