DTH
Over 500 million mobile broadband users by 2010: Strategy Analytics
MUMBAI: New alternative technologies will contribute just six percent of the forecast 500 million mobile broadband users globally by 2010, according to research firm Strategy Analytics.
Despite all the hype surrounding alternative technologies like WiMAX, it is iterations of existing technologies which will dominate the mobile broadband arena in the short term, said the research firm.
Technologies such as mobile WiMAX and UMTS TDD will lead the alternative technology camp, but enhancements to existing technologies, including HSPA and EV-DO Revision A+ will comprise the bulk of the market and are where the money lies in the short-term, asserts an official release.
Strategy Analytics senior industry analyst Sara Harris said, “We’re not likely to see technologies like mobile WiMAX or indeed, anything else, really take off until the next decade. However, HSPA and EV-DO will be more than acceptable for most users, giving them the speed and flexibility they want to use their fixed Internet applications on the move.”
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.
