DTH
Old box new tricks as OneTV reboots legacy set tops with a smart spin
MUMBAI: Who says you can’t teach an old box new tricks? In a bold leap that’s both tech-savvy and eco-conscious, Hungary’s leading TV provider One Hungary has rolled out a major upgrade to its OneTV service without replacing a single set-top box. That’s right: legacy devices, some over ten years old, have been brought back to life with an all-new next-gen interface, delivering a streaming experience that rivals the flashiest new gear.
The revamp, delivered in partnership with 3 Screen Solutions (3SS), brings the award-winning 3Ready platform to more than 400,000 households across Hungary. The result? A sleek, intuitive UI, seamless content discovery, personalised recommendations, and access to big-league apps like Netflix, Prime Video and Youtube all from the comfort of those trusty old black boxes gathering dust under TV stands.
3SS managing director Kai-Christian Borchers said, “We are delighted with the achievement to migrate One Hungary’s customers onto the new One TV service platform. We offer huge congratulations to One Hungary for accomplishing this project that demonstrates commitment to innovation, and to providing the best possible service to customers, new and old.”
Sagemcom senior executive VP for audio video Solutions Business Unit Olivier Taravel said, “We are extremely proud that One Hungary selected the Sagemcom platform to deliver its next-generation OneTV service to Hungarian subscribers. We look forward to our ongoing collaboration with 3SS to help One Hungary enable consumers to enjoy a truly world-class entertainment service.”
One Hungary, part of the telecom giant 4iG Group, is in the final stages of consolidating four major service providers under one umbrella. The move marks a massive infrastructure evolution and positions the group as Hungary’s second-largest full-service telecom player. The OneTV upgrade is a centrepiece of that transformation, proving that good tech can be good for the planet too.
Technical wizardry aside, the platform also taps into NAGRA’s OpenTV Video Platform and security stack, enabling OneTV to act as a super-aggregator blending live TV, OTT, catch-up, and SVOD into one unified playground. Throw in support for regional favourites like RTL+ and HBO Max, and you’ve got a service that speaks fluently to local and global tastes alike.
The magic behind the scenes includes LightningJS, a lean, responsive UI framework optimised for low-spec devices and a Sagemcom hybrid STB built around Broadcom’s 72604 chip. It’s fast, flexible, and fully future-ready.
So next time your telly feels a little dated, don’t bin the box just reboot it. As OneTV proves, the future of television doesn’t always mean starting from scratch. Sometimes, it’s just about thinking inside the box.
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.
