DTH
Pehla ‘Navratna’ bouquet expected in March
MUMBAI: Dubai-based Arab Digital Distribution (ADD) is planning to launch its Pehla Navratna bouquet of nine South Indian channels in March.
The Direct to Home (DTH) platform provider has already roped in Malayalam general entertainment channels Asianet and Kairali, Tamil GEC Jaya TV and South Indian music channel Southern Spice Music. Sources say Malayalam news channel Indiavision is on the verge of signing the deal.
When contacted, Pehla didn’t confirm the March launch. “A final decision will be taken soon,” a spokesperson said.
“The channels we have signed are already available in the Pehla bouquet. These channels will be clubbed together to form the Navratna bouquet,” the spokesperson added.
By assembling together the bouquet of nine channels under the Pehla DTH service, targeted at audience in the Middle East region, ADD attempts to find new subscribers and block any DTH service provider from tapping this growing segment.
The Pehla formula is suiting the South Indian channels. The Middle East has a large South Indian and Sri Lankan population whose entertainment needs these channels can service. Also, they can earn incremental revenues by joining the platform of the main DTH service provider in the region.
Asianet will be available in both the existing and the new package, a company source confirmed. The Malayalam channel is paid a fixed rate irrespective of its subscriber base and has an annual contract with Pehla.
SS Music, which has music content in all the four south Indian languages of Tamil, Malayalam, Telugu and Kannada, has already signed up with Pehla. Tamil language general entertainment channel Jaya TV would also feature as part of the bouquet.
Sun Network, however, is likely to stay out of Pehla. All the more reason for Pehla to align and bring together the Navratna bouquet. The Middle East region is fast becoming a cluttered market with just 50 per cent of the population under the addressable system. Other DTH players like Orbit and Showtime are competing with Pehla in this fragmented market.
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.
