DTH
Pay DTH operators lost 1.6 mn subscribers in quarter ended 31 March 2022: TRAI
Mumbai: The number of pay direct-to-home (DTH) subscribers decreased sharply from 68.52 million to 66.92 million in the quarter ended on 31 March 2022, as per latest Telecom Regulatory Authority of India (TRAI) performance indicator report. It has lost a total of 1.6 million subscribers during the period.
DTH operators have seen a consistent decline in their subscribers since reporting an all-time high of 70.99 million subscribers in December 2022.
Also read: DTH segment expands its subscriber base by 1.01 mn in 2020 | Indian Television Dot Com
The number of private satellite TV channels permitted by the ministry of information and broadcasting (MIB) for uplinking or downlinking also decreased from 909 to 898 channels. Broadcasters reported 345 pay channels down from 350 pay channels in the quarter ended on 31 December 2021. The number of free-to-air (FTA) channels also declined from 543 to 540 during the same period.
Tata Play continued to be the leading DTH operator with 33.23 per cent market share down from 33.48 per cent in the previous quarter. Bharat Telemedia’s share stood at 26.24 per cent down from 26.37 per cent.
Also Read: Geo-targeted campaigns ramp up as brands go hyperlocal
Dish TV India increased its market share from 22.04 per cent to 22.10 per cent. Sun Direct also increased its market share from 18.11 per cent to 18.43 per cent.
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As per the ministry, there are 1764 registered multi-system operators (MSOs) in the country.
There are 12 MSOs and 1 headend-in-the-sky (HITS) operator whose subscriber base is more than one million, according to the TRAI data.
GTPL Hathway widened its lead as the largest MSO in the January-February-March 2022 quarter with 8,232,240 subscribers followed by SITI Networks at 7,281,041, Hathway Digital at 5,455,919 and Hathway Digital 4,458,103 subscribers.
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There were 20 internet protocol TV operators in the country as of 31 March 2022.
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.
