DTH
Pak DTH: Mag, Shahzad & Star Time to start ops in a year
MUMBAI: Three direct-to-home (DTH) licences in Pakistan were on Wednesday awarded for a total of PKR 14.694 billion (USD 140 million) by the Pakistan Electronic Media Regulatory Authority (PEMRA) as confirmed by its Twitter handle.
The auction started after Pakistan’s apex court permitted PEMRA to go ahead with the bidding although the Lahore HC had issued a stay on the process.
The highest bid was raised by Mag Entertainment for PKR 4.91 billion, respectively followed by M/s. Shahzad Sky for PKR 4.90 billion and M/s. Star Time for Rs 4.89 billion, Pakistani newspapers reported. PEMRA issued non-exclusive licences for 15 years to the three companies. The licencees will have to start operations within a year or risk termination.
PEMRA chairman Absar Alam said the DTH service would not end the cable operators’ business, but would compel them to invest in technology and distribution systems.
Pakistani DTH services would counter the sale of illegal Indian DTH services in Pakistan, which leads to annual transfer of between US$ 200 million to US$ 350 million to India on account of subscription fee. The DTH services will now give Pakistani consumers a choice against the existing monopoly of cable operators.
Terming DTH a game-changer, Alam said, it was the biggest investment in Pakistan’s electronic media history. As per estimates and feasibility studies carried out by PEMRA experts, the overall investment, Alam said without explaining, would be US$ 450 million ($ 150 million each) and could reach an additional US$ 750 million in the next two years, newspaper reports stated. Alam said that those estimates did not include the bidding proceeds.
The DTH service, Alam said, was a state-of-the art technology adding new dimension to the audio-visual content distribution system. The existing analogue system was offering a maximum of 80 channels while the DTH, Alam added, would increase the capacity to around 120 and each local DTH licence holder was expected to have at least 500,000 subscribers.
Similarly, landing rights will be permitted to foreign channels to come under the local regime, and new local satellite channels will be approved.
Also read:
http://www.indiantelevision.com/dth/dth-operator/pak-dth-licence-bidding-stayed-161123
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.
