DTH
Only Dish TV carrying HRD ministry’s educational TV channels
NEW DELHI: Only Dish TV is carrying 32 educational television channels of the human resource development ministry in spite of appeals by ministry to all the private DTH operators.
An information and broadcasting ministry source told indiantelevision.com that the department of higher education of the HRD Ministry had approved the launch of ‘Swayam Prabha’ — a project for operationalising 32 Direct to Home (DTH) television channels for providing high quality educational content to all teachers, students and citizens across the country interested in lifelong learning.
However, Doordarshan’s FreeDish had not taken any channels as yet as it had space for only eighty channels and would consider adding new channels when it switches from MPEG 2 to MPEG4.
There will be new content of four hours every day in these channels, which would be telecast 6 times a day allowing the student to choose the time of his/her convenience.
The soft launch of the channels has already been done and all private DTH operators had been requested to carry the channels.
The HRD Ministry had also requested cable operators to carry these educational channels but with no success so far, the source said.
(This report had earlier erroneously stated that only three educational channels of the HRD ministry are being carried by Dish TV. It was an inadvertent error and it is regretted – Editor)
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.
