DTH
PEMRA announces DTH licence bidders; Indian DTH eviction to continue
MUMBAI: The countdown has begun. Amidst protests from cable TV operators and even private broadcasters, the Pakistan Electronic Media Regulatory Authority (PEMRA) earlier this week announced the shortlist of 12 companies which will be participating in the bidding for the first direct to home service (DTH) licences auction which is scheduled to take place on
23 November. The Pakistan government is on a drive to evict Indian channels, DTH services and content from its shores following the border skirmishes between the two countries over the past few months.
Among the firms which have got into the shortlist include: Lahore-based firms Orient Electronics and Mag Entertainment, Islamabad-based companies Skyflix, Smartimes Communications, Sardar Builders, Smart Sky, Parus Media and Broadcast, Naya Tel, Maestro Media Distribution, Shahzad Sky, and HB DTH and Karachi-based IQ Communications. This was revealed by PEMRA chairman Absar Alam.
Alam told reporters that the auction of three licences would be held through open competitive bidding.
Alam appeared unwavering in his intent to completely eliminate all Indian DTH services from Pakistan. The authority has been urging its ministry of defence to take action against residential and housing societies which continue to use Indian DTH services.
He also emphatically stated that Indian content stands banned in Pakistan, and there was no going back on the decision.
“A lobby seems to be working for ending the ban on airing of Indian content and dramas on Pakistani channel,” he informed Pakistani media on Monday. “But they will be unsuccessful in their conspiracy,” he said.
Alam probably was also referring to the petition filed by the Pakistan Broadcasters Association’s (PBA’s) petition filed in Pakistani courts against the ban. Around a dozen broadcasters took PEMRA to court late last month for issuing an order banning Indian content completely from Pakistan’s general entertainment channels.
Also read:
Pakistan Broadcasters Association to oppose PEMRA Indian content ban
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.
